Kontrowersje wokół reklamy. Próba podsumowania społecznej krytyki tego zjawiska
Słowa kluczowe:
reklama; marketing; media; stereotypy; manipulacja; perswazja
Abstrakt
Advertising is criticized from many angles, offering a variety of arguments and referring them to different contexts. However, it turns out that this fragmented and chaotic debate is concentrated on conclusions that have been formulated many times in the past, or on rather trivial statements that do not contribute much to the relation between the world of business and its „environment” on the one hand and consumers on the other. The basic meaning of advertisements should not arouse any controversies. Advertising promotes the ideology of consumption. It creates the desired patterns of behavior and of images that are available along with the purchase of a product in any drugstore or supermarket. One also can have no doubts about the fact that advertising does work. It is also able to instruct the consumer in such a way that he forgets where he got the information from. Advertising does work, although it does not control our behavior so closely as its most severe critics say.
Bibliografia
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Schwarz N., Wagner D., Bannert M., Mathes L.: Cognitive accessibility of sex role concepts and attitudes toward political participation: The impact of sexist advertisements, „Sex Roles” 1987, nr 17.
Strinati D.: Wprowadzenie do kultury popularnej, Poznań 1995.
Sverdrup S. G., Sto E.: Regulation of Sex Discrimination in Advertising: An Empirical Inquiry into the Norwegian Case, „Journal of Consumer Policy” 1991/1992, nr 14.
Wiles Ch. R., Wiles A.J., Tjernlund A.: The Ideology of Advertising. The United States and Sweden, „Journal of Advertising Research” 1996, nr 36.
Williamson J.: Decoding Advertisements. Ideology and Meaning in Advertising, London–New York 1991.
Andren G., Ericsson L.O., Ohlsson R., Tannsjo T.: Rhetoric and Ideology in Advertising, Stockholm 1978.
Berger A.A.: Ads, fads and Consumer Culture: Advertising’s Impact on American Character and Society, Lanham 2004.
Bralczyk J.: Język na sprzedaż, Warszawa 1996.
Braun-Gałkowska M.: Reklama telewizyjna a dzieci, cz.1-2, „Edukacja i Dialog” 1997, nr 5-6.
Bretl D. J., Cantor J.: The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years. „Sex Roles” 1988, nr 18.
Ciacek P., Sztejnert J.: W poszukiwaniu małej stabilizacji, „Gazeta Wyborcza” 22 IX 2003.
Davidson M.: The Consumerist Manifesto: Advertising in Postmodern Times, London 1992.
Domzal T.J., Kernan J.B.: Mirror, Mirror: Some Postmodern Reflections on Global Advertising, „Journal of Advertising” 1993, nr 19.
Dyczewski L.: Kultura polska w procesie przemian, Lublin 1993.
Dziecko we współczesnej kulturze medialnej, red. B. Łaciak, Warszawa 2003.
Elgozy G.: Paradoksy reklamy. Perswazja legalna, Warszawa 1973.
Ewen S.: All consuming Images: The Politics of Style in Contemporary Culture, New York 1988.
Ewen S.: Captains of Consiousness. Advertising and Social Roots of the Consumer Culture, New York 1977.
Fowles J.: Advertising and Popular Culture, Thousand Oaks 1988.
Goldman R.: Reading Ads Socially, London 1992.
Jacobson M.F., Mazur L.A.: Marketing Madness. A Survival Guide for a Consumer Society, San Francisco, Oxford 1995.
Jhally S.: Advertising and the End of the World, Massachusetts 2000.
Jhally S.: Codes of Advertising, Fetishism and the Political Economy of Meaning in the Consumer Society, London 1987.
Kanner A.D., Gomes M.E.: The all-consuming self, w: Ecopsychology: Restoring the earth, healing the mind, red. T. Roszak, M.E. Gomes, A.D. Kanner, San Francisco 1995.
Kasztelan E.: Stan zareklamowania: reklama wobec dziecka w środkach masowego przekazu, Wrocław 1999.
Kossowski P.: Dziecko i reklama telewizyjna, Warszawa 1999.
Lasch Ch.: The Culture of Narcissism American Life in an Age of Diminishing Expectations, New York 1979.
Lavine H., Sweeney D., Wagner S.H.: Depicting Women as Sex Objects in Television Advertising: Effects on Body Dissatisfaction, „Personality and Social Psychology” 1999, nr 8(25).
Leiss W., Kline S., Jhally S.: Social Communication in Advertising. Persons. Products & Images of Well-Being, New York1986.
Lindstrom M.: Dziecko reklamy, Warszawa 2005.
MacBride S.: Many Voices, One World: Communication and Society Today and Tomorrow, New York 1980.
Manstead A. S. R., McCulloch C.: Sex-role stereotyping in British television advertisements, „British Journal of Social Psychology” 1981, nr 20.
McGuigan J.: Cultural Populism, London 1992.
Morley D.: Family Television, London 1986.
Mueller B.: Reflections of Culture: An Analysis of Japanese Advertising Appeals, „Journal of Advertising Research” 1987, nr 27.
Murray J. P., Rubinstein E. A., Comstock G. A.: Television and social behaviour; Television and social learning, Washington 1972.
Nave-Herz R.: Socjalizacyjne oddziaływanie telewizji na dzieci, w: L. Dyczewski, Rodzina-dziecko-media, Lublin 2005.
Pollay R.W., Gallagher K.: Advertising and Cultural Values: Reflections in the Distorted Mirror, „International Journal of Advertising” 1990, nr 9.
Pollay R.W.: Measuring the Cultural Values Manifest in Advertising, w: Current Issue and Reasearch in Advertising, red. J.H. Leigh, C.R. Martin, Michigan 1983.
Richins M. L., Marsha L.: Social Comparison and the Idealized Images of Advertising, „Journal of Consumer Research” 1991, nr 18.
Ruskin G.: Much of What Advertisers Are Doing is An Invasion of Privacy, „Advertising Age” 2004, nr 4 26.
Samborska I.: Dziecko i telewizja. Reklamy i bajki telewizyjne a zachowania językowe współczesnego przedszkolaka, Bielsko-Biała 2004.
Schor J.: Born to Buy: The Commercialized Child and the New Consumer Culture, Scribner 2004.
Schwarz N., Wagner D., Bannert M., Mathes L.: Cognitive accessibility of sex role concepts and attitudes toward political participation: The impact of sexist advertisements, „Sex Roles” 1987, nr 17.
Strinati D.: Wprowadzenie do kultury popularnej, Poznań 1995.
Sverdrup S. G., Sto E.: Regulation of Sex Discrimination in Advertising: An Empirical Inquiry into the Norwegian Case, „Journal of Consumer Policy” 1991/1992, nr 14.
Wiles Ch. R., Wiles A.J., Tjernlund A.: The Ideology of Advertising. The United States and Sweden, „Journal of Advertising Research” 1996, nr 36.
Williamson J.: Decoding Advertisements. Ideology and Meaning in Advertising, London–New York 1991.
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