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

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Date

2014

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Editor

Journal Title

Journal ISSN

Volume Title

Publisher

Wydawnictwo Naukowe UAM

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Polarizations of the Social Effects of Advertising – Analysis of Impact on Adolescents

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, and 3) explanation of the mechanism of the opposite effects of advertisements.

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Keywords

social effects of advertising, polarization of effects of advertising, adolescence, consumer education

Citation

Studia Edukacyjne, 2014, nr 33, s. 261-278

Seria

ISBN

978-83-232-2879-0

ISSN

1233-6688

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Rights Creative Commons

Creative Commons License

Uniwersytet im. Adama Mickiewicza w Poznaniu
Biblioteka Uniwersytetu im. Adama Mickiewicza w Poznaniu
Ministerstwo Nauki i Szkolnictwa Wyższego