Browsing by Author "Maksymiuk, Renata Anna"

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    Dziecko z niepełnosprawnością jako odbiorca i bohater reklam. Czy istnieje „Inny“ kindermarketing?
    (Wydawnictwo Naukowe UAM, 2013) Buchnat, Marzena; Jasielska, Aleksandra Maria; Maksymiuk, Renata Anna
    The child’s development of advertising’s reception proceeds from the identifi cation of commerce through the understanding of persuasion to critical evaluation. The stages are arranged by “sedimentation“, which means that the successive ability was applied to achieve an earlier developmental stage. This is consistent with the general pattern of the child’s development. The children’s ability to understand the world is based on a series of transformations present at various stages of the child’s development. This pattern applies to children without disabilities, but in the case of a child with developmental disabilities this development progresses in a specifi c way, determined by the scope of the disability. Children with a disability belong to a group of vulnerable consumers and are doubly vulnerable, because of their age and developmental impairment. It seems important to create activities and rules for their protection.
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    Polaryzacja społecznych efektów reklam komercyjnych – analiza mechanizmów działania na przykładzie nastoletnich odbiorców
    (Wydawnictwo Naukowe UAM, 2014) Maksymiuk, Renata Anna; Jasielska, Aleksandra
    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, and 3) explanation of the mechanism of the opposite effects of advertisements.