Polaryzacja społecznych efektów reklam komercyjnych – analiza mechanizmów działania na przykładzie nastoletnich odbiorców
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Date
2014
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Naukowe UAM
Title alternative
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.
Description
Sponsor
Keywords
social effects of advertising, polarization of effects of advertising, adolescence, consumer education
Citation
Studia Edukacyjne, 2014, nr 33, s. 261-278
ISBN
978-83-232-2879-0