Hedonizm i motywy hedonistyczne w reklamie

• Autorzy: Marcin Awdziej

Warianty tytułu

Hedonism and Hedonistic Motives in Advertising

• Języki publikacji: PL

Abstrakty

Motywacje hedonistyczne mają wpływ na wiele aspektów zachowań współczesnych nabywców. Zarówno samo pojęcie hedonizmu, jak i jego ocena są przedmiotem rozbieżnych interpretacji i często subiektywnych ocen. W niniejszym opracowaniu przedstawione zostały różnorodne interpretacje pojęcia hedonizmu oraz rodzaje motywacji hedonistycznych. Analiza treści reklam, posługujących się motywami jednoznacznie hedonistycznymi, wskazuje na odmienność ich konstruowania w zależności od płci nabywców. (abstrakt oryginalny)

EN

Hedonism and hedonistic motivations are subject of controversy and subjective judgment, both in academic and public discourse. Despite its significant influence on consumer behavior, there is no synthetic study of hedonism available. Different interpretations and perspectives on hedonism are presented in this paper, along with various hedonistic motivations of consumer behavior. The author presents the most typical patterns of hedonistic appeals in advertising, which differ significantly between male and female audiences. Hedonistic appeals targeted at male audiences tend to exploit desire for adventure and strong sensory stimulation, while these targeted at female audiences exploit rather gratification, justified by hard work. (original abstract)

Słowa kluczowe

PL

Reklama; Język reklamy; Strategia reklamy

EN

Advertising; Language of advertising; Advertising strategy

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Poznaniu
• Rocznik: 2011
• Numer: nr 209
• Strony: 498--507

Twórcy

autor

Marcin Awdziej

• Akademia Leona Koźmińskiego w Warszawie

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