Central European Journal of Communication

Central European Journal of Communication (ISSN 1899-5101) – the official Journal of the Polish Communication Association is published twice a year.

You are here: Home > List of issues > 2019 > Central European Journal of Communication Volume 12 No 1(22) Spring 2019 > Empirical research on the functions of audiovisual advertising from the perspective of recipients - students of the Journalism and Social Communication Faculty at the University of Łódź

Empirical research on the functions of audiovisual advertising from the perspective of recipients -students of the Journalism and Social Communication Faculty at the University of Łódź

Agnieszka Barczyk-Sitkowska 
UNIVERSITY OF ŁÓDŹ , POLAND,

Mateusz Krzekotowski 
UNIVERSITY OF ŁÓDŹ , POLAND

ABSTRACT: In current research on the subject, three dominant functions of advertising can be pointed out. These are: to inform, to persuade or to remind a recipient about the product. However, watching modern commercials in the media evokes a question about this typology being sufficient enough to cover the full spectrum of the commercial industry. The main goal of the article is to test the attitudes towards commercials in students in their junior year of the Journalism and Social Communication degree at the University of Łódź. This probe is exceptionally valuable, since many of these people in years to come will become involved in creating this type of broadcast by graduating with a “Advertising, Design and Visual Communication” major at our university. The experiment has been divided into three tiers, showing different types of TV spots in two of them. Doing this has enabled us to answer the question if watching these types of broadcasts can influence the attitude towards commercials and its functions on viewers.

 

DOI: 10.19195/1899-5101.12.1(22).3

KEYWORDS: commercial, TV spot, function, advertainment.

AUTHORS: 

Agnieszka Barczyk-Sitkowska
ORCID: 0000-0002-1149-2317
UNIVERSITY OF ŁÓDŹ , POLAND

Mateusz Krzekotowski
ORCID: 0000-0002-7113-0078
UNIVERSITY OF ŁÓDŹ , POLAND