Wybrane kryteria analizy kreacji reklamowej i ich wykorzystanie w badaniach nad reklamą

• Autorzy: Jarosław Woźniczka

Warianty tytułu

The Selected Criteria of Creative Strategy Analysis and Their Implementation in Advertising Research

• Języki publikacji: PL

Abstrakty

W artykule podjęto próbę zestawienia wybranych kryteriów analizy różnych elementów kreacji reklamowej jako podstawy wielokierunkowych badań w tym zakresie. Celem jest zarysowanie pola badawczego, którego zasadniczą warstwą byłaby identyfikacja i typologia apeli i egzekucji reklamowych na rynku polskim oraz rozpoznanie niektórych efektów komunikacyjnych wybranych elementów kreacji reklamowej w warunkach tego rynku.

EN

The development of research on creative planning in advertising runs generally in two directions: by exploring more and more detailed aspects of creative strategy or by adding new criteria of comparative analysis and formulating research problems in new ways. This article is devoted to the identification and implementation of criteria of creative strategy analysis. Three basic groups of criteria were presented: creative strategy analysis criteria, advertising composition analysis criteria and general creative elements analysis criteria. Next, multiple detailed criteria selected inside these three groups were discussed. The set of identified criteria was supported by brief description of some research projects dedicated to adequate aspects of advertising, results of which were reported recently in scientific publications world-wide. (original abstract)

Słowa kluczowe

PL

Reklama; Badania reklamowe; Analiza piśmiennictwa ekonomicznego

EN

Advertising; Advertising research; Economic literature analysis

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing
• Rocznik: 2003
• Tom: 24
• Numer: nr 973 Problemy teorii i praktyki marketingu
• Strony: 105--116

Twórcy

autor

Jarosław Woźniczka

Bibliografia

• Aaker J.L., Williams P.: Empathy versus Pride: the Influence of Emotional Appeals across Cultures. "Journal of Consumer Research" 1998 nr 3.
• Bhat S., Leigh T.W., Wardlow D.L.: The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imaginary In Ads. "The Journal of Advertising" 1998 nr 4.
• Biel A.L., Bridgwater C.A.: Attributes of Likable Television Commercials. "Journal of Advertising Research" 1990nr3.
• Bower A.B., Landreth S.: Is Beauty Best? Highly Versus Normally Attractive Models in Advertising. "The Journal of Advertising" 2001 nr 1.
• Browne B.A.: Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis. "The Journal of Advertising" 1998 nr 1.
• Buchanan B., Smithies R.H.: Taste Claims and Their Substantiation. "Journal of Advertising Research" 1991 nr3.
• Cho B., Kwon U., Gentry J.W., Jun S., Kropp F.: Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials. "The Journal of Advertising" 1999 nr 4.
• Cohen D.: Advertising. Scott, Foresman & Co. Glenview 1988.
• Crask, M.R., Laskey H.A.: A Positionning-Based Model for Selecting Advertising Messages. "Journal of Advertising Research" 1990 nr 4.
• Donthu N.: A Cross-Country Investigation of Recall of and Attitude toward Comparative Advertising. "The Journal of Advertising" 1998 nr 2.
• Ellen P.S., Bone P.F.: Does It Matter If It Smells? Olfactory Stimuli As Advertising Executional Cues. "The Journal of Advertising" 1998 nr 4.
• Ford J.B., Voli P.K., Honeycutt E.D. jr., Casey S.L.: Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis. "The Journal of Advertising" 1998nr 1.
• Green C.L.: Ethnic Evaluations of Advertising: Interaction Effects of Strength of Ethnic Identification, Media Placement and Degree of Racial Composition. "The Journal of Advertising" 1999 nr l.
• Hirschman E.C.: Point of View: Sacred, Secular and Mediating Consumption Imaginery in Television Commercials. "Journal of Advertising Research" 1990 nr 6.
• Holland J., Gentry J.W.: Ethnic Consumer Reaction to Targeted Marketing: A Theory of Intel-cultural Accomodation. "The Journal of Advertising" 1999 nr 1.
• Joyce T.: Models of the Advertising Process. Marketing and Research Today nr 4 (1991)
• Kates S.M., Shaw-Garlock G : The Ever Entangling Web: A Study of Ideologies and Discourses in Advertising to Women. "The Journal of Advertising" 1999 nr 2.
• Krishnamurthy P., Sujan M.: Retrospection versus Anticipation: The Role of the Ad under Retrospective and Anticipatory Self-Referencing. "Journal of Consumer Research' ' 1999 nr l.
• Lord J.B., Eastlack J.O., jr., Stanton J.L., jr.: The Bandwagon Isn 't Rolling...Yet. ."Journal of Advertising Research" 1988 nr 2.
• Laszczak M.: Seks w reklamie. ..Marketing w Praktyce" 2001 nr 5.
• Malaviya P , Kisielius J., Sternthal K.: The Effect of Type of Elaboration on Advertisement Prosessing and Judgement. "Journal of Marketing Research" 1996 nr 11.
• Manning K.C., Miniard P.W., Barone M.J., Rose R.L.: Understanding the Mental Representations Created by Comparative Advertising. "The Journal of Advertising" 2001 nr 2.
• Maynard M.L., Taylor Ch.R.: Girlish Images Across Cultures: Analysing Japanese Versus U.S. Seventeen Magazine Ads. "The Journal of Advertising" 1999 nr 1.
• McQuarrie E.F., Mick D.G.: Figures of Rhetoric in Advertising Language. "Journal of Consumer Research" 1996.
• McQuarrie E.F., Mick D.G.: Visual Rhetoric in Advertising: Text-Interpretive, Experimental and Reader-Response Analyses. "Journal of Consumer Research" 1999 nr 1.
• Meyers-Levy J., Peracchio L.A.: Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes. "Journal of Consumer Research" 1995 nr 2.
• Morgan S.E., Reichert T.: The Message Is in the Metaphor: Assesing the Comprehension of Metaphors in Advertisements. "The Journal of Advertising" 1999 nr 4.
• Fabian A.: Potwierdzenie wartości produktu. "Marketing w Praktyce" 2001 nr 6.
• Parker B.J.: Exploring Life Themes and Myths in Alcohol Advertisements Through a Meaning-Based Model of Advertising Experiences. "The Journal of Advertising" 1998 nr 1.
• Pawlowski D.R., Badzinski D.M., Mitchell N.: Effects of Metaphors on Children's Comprehension and Perception of Print Advertisements. "The Journal of Advertising" 1998 nr 2.
• Pechmann C., Stewart D.W.: How Direct Comparative Ads and Market Share Affect Brand Choice. "Journal of Advertising Research" 1991 nr 6.
• Reichert T., Heckler S.E., Jackson S.: The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion. "The Journal of Advertising" 2001 nr 1.
• Rossiter J.R., Percy L.: Advertising and Promotion Management. New York: McGraw-Hill 1987.
• Ryłko-Kurpiewska A.: "Ożywianie" produktów w reklamie. "Marketing w Praktyce" 2001 nr 4.
• Smith G.E.: Framing in Advertising and the Moderating Impact of Consumer Education. "Journal of Advertising Research" 1996 nr 5.
• Stafford M.R.: Advertising Sex-Typed Services: The Effects of Sex, Service Type and Employee Type on Consumer Attitudes. "The Journal of Advertising" 1998 nr 2.
• Stern B.B.: Gender and Multicultural Issues in Advertising: Stages on the Research Highway. "The Journal of Advertising" 1999 nr 1.
• Till B.D., Schimp T.A.: Endorses in Advertising: The Case of Negative Celebrity Information. "The Journal of Advertising" 1998 nr 1.
• Toncar M., Munch J.: Consumer Responses to Tropes in Print Advertising. "The Journal of Advertising" 2001 nr I.
• Woźniczka J.: Od Lewisa do Robertsona. "Businessman" 1994 nr 9.
• Zaborek P.J.: Efektywność humoru w reklamie. "Marketing i Rynek" 2001 nr 6.
• Zhang Y., Buda R.: Moderating Effects of Need for Cognition on Responses to Positively Versus Negatively Framed Advertising Messages. "The Journal of Advertising" 1999 nr 2.