ROLA WARTOŚCI W KULTUROWEJ ADAPTACJI REKLAMY
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Wydział Prawa i Administracji UAM
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THE ROLE OF THE VALUES IN CULTURAL ADAPTATION OF ADVERTISING
Abstract
Creating of an effective and efficient advertisement message is a task more and more often
undertaken by marketing specialists, sociologists and psychologists. The Author believes that in
Poland there exists some specific and distinct type of a customer; it should be taken into consideration
when one would like to transfer western advertising campaigns onto our country.
Polish people have a separate and specific hierarchy of values and - as a society - they are
more differenciated. That is why advertising must be addressed to possibly most numerous groups
of population and not to all citizens. A comprehesion of the idea of a value by the Polish society is
being compared by the Author to similar researches on publicity matters made in the U.S.A. and
in United Kingdom.
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Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny 61, 1999, z. 2, s. 279-295.
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0035-9629