publication . Article . 2014

Polaryzacja społecznych efektów reklam komercyjnych – analiza mechanizmów działania na przykładzie nastoletnich odbiorców

Maksymiuk, Renata Anna; Jasielska, Aleksandra;
Open Access Polish
  • Published: 01 Jan 2014
  • Publisher: Wydawnictwo Naukowe UAM
Abstract
Adolescence is the period of important changes of the individual’s emotional, cognitive and social development. These changes occur in a specific social and cultural environment, of which advertising is part. Because young people are the target group of many products and commercials, it is worth highlighting the social role of advertising. Usually it is identified with negative consequences (like unhealthy habits). But some social effects of advertising may also be positive (e.g. dissemination of a healthy lifestyle). The article presents: 1) a pattern of social effects of advertising, 2) examples of polarization of the social effects of advertising, an...
Subjects
free text keywords: social effects of advertising, polarization of effects of advertising, adolescence, consumer education
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