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http://hdl.handle.net/11320/10140
Pełny rekord metadanych
Pole DC | Wartość | Język |
---|---|---|
dc.contributor.author | Ли, Чон Ку | - |
dc.contributor.author | Косик, Алексей | - |
dc.date.accessioned | 2021-01-25T11:55:25Z | - |
dc.date.available | 2021-01-25T11:55:25Z | - |
dc.date.issued | 2020 | - |
dc.identifier.citation | Studia Sieci Uniwersytetów Pogranicza, T. 4, 2020, s. 125-138 | pl |
dc.identifier.issn | 2544-5790 | - |
dc.identifier.uri | http://hdl.handle.net/11320/10140 | - |
dc.description.abstract | Goal – the main goal of this study is to identify the role and possible ways of using anthropomorphism to improve the effectiveness of advertising. Research methodology – the article provides a comparative analysis of terminology systematizes the conceptual apparatus of anthropomorphism in the works of domestic and foreign authors, analyzes the experience of using anthropomorphism in the advertising activities of the European dairy companies “Mlekovita” and “Valio”. Score/results – as a conclusion, the authors formulated the main criteria for character images for the advertising discourse of the Belorussian company “Molochnyj Mir”. Originality/value – for the first time in the domestic literature the problem of anthropomorphism in contemporary advertising discourse is considered. The article has scientific and practical significance and contains the author’s ideas and conclusions. | pl |
dc.language.iso | ru | pl |
dc.publisher | Wydawnictwo Uniwersytetu w Białymstoku | pl |
dc.subject | dairy products | pl |
dc.subject | advertising discourse | pl |
dc.subject | advertising character | pl |
dc.subject | anthropomorphism | pl |
dc.subject | image | pl |
dc.subject | marketing | pl |
dc.title | Антропоморфизм в современном рекламном дискурсе | pl |
dc.title.alternative | Anthropomorphism in Contemporary Advertising Discourse | pl |
dc.type | Article | pl |
dc.rights.holder | Copyright by Uniwersytet w Białymstoku Białystok 2020; | - |
dc.identifier.doi | 10.15290/sup.2020.04.09 | - |
dc.description.Email | Чон Ку Ли: tchonli@yahoo.com | pl |
dc.description.Email | Алексей Косик: alekseikosik@yandex.by | pl |
dc.description.Affiliation | Чон Ку Ли - Гродненский государственный университет | pl |
dc.description.Affiliation | Алексей Косик - Гродненский государственный университет | pl |
dc.description.references | Bolshoj psikhologicheskij slovar, 2003, sost. i obshch. red. B. Meshcheryakov, V. Zinchenko, Sankt‑Peterburg || Большой психологический словарь, 2003, сост. и общ. ред. Б. Мещеряков, В. Зинченко, Санкт‑Петербург. | pl |
dc.description.references | Filosofskij slovar, 2015, red. A. Kont‑Sponvil, Moskva || Философский словарь, 2015, ред. А. Конт‑Спонвиль, Москва. | pl |
dc.description.references | Gouda I., 2016, Anthropomorphism Of Brands: Humanizing Our Companies, [online resource] https://www.digitaldoughnut.com/articles/2016/january/anthropomorphism-of‑brands-humanizing-our-compani [date of access: 30.08.2020]. | pl |
dc.description.references | Personifikaciya v reklame, 2013 || Персонификация в рекламе, 2013 [электронный ресурс] https://www.researchgate.net/publication/261589953_Personification_in_Advertising [дата доступа: 20.06.2020]. | pl |
dc.description.references | Reklama. Marketing. PR: ucheb.-sprav. posobie, 2014, red. D. A. Shevchenko, izd. 3-e, pererab. i dop., Moskva || Реклама. Маркетинг. PR: учеб.-справ. пособие, 2014, ред. Д. А. Шевченко, изд. 3-е, перераб. и доп., Москва. | pl |
dc.description.references | Walton A. G., 2015, Why companies like to turn products into people, [online resource] https://www.ideasforleaders.com/ideas/why‑anthropomorphism-works‑in-‑marketing [date of access: 25.08.2020]. | pl |
dc.description.volume | 4 | pl |
dc.description.firstpage | 125 | pl |
dc.description.lastpage | 138 | pl |
dc.identifier.citation2 | Studia Sieci Uniwersytetów Pogranicza | pl |
dc.identifier.orcid | 0000-0002-6452-1038 | - |
dc.identifier.orcid | 0000-0001-9859-4318 | - |
Występuje w kolekcji(ach): | Studia Sieci Uniwersytetów Pogranicza, 2020, tom 4 |
Pliki w tej pozycji:
Plik | Opis | Rozmiar | Format | |
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SUP_4_2020_T_Ku_Li_A_Kosik_Antropomorfizm_v_sovremennom_reklamnom_diskurse.pdf | 698,24 kB | Adobe PDF | Otwórz |
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