PLMET:

click here to follow the link

Alternative title:

Older people as a segment of the advertising market in Poland

Subject and Keywords:

sociology   marketing   commercial   old age   ageing of society

Description:

Od 2013 pt.: Ekonomia - Wroclaw Economic Review

Abstract:

For the purpose of this publication, current advertisements, in which there are protagonists symbolizing the older generation, were analyzed. In the publication the author presents the results of analyses of TV commercials broadcast from January 1 to May 15, 2018. The purpose of the observation was first of all to show the image of older people present in commercials and the visual and verbal means used for this purpose. The task of the analysis was also to present social roles assigned to the characters from commercials and the products (categories and sub-categories), which are positioned in these spots. The aim of the article is to show the marketing aspect of old age, which is the buyer model created in current commercials

Place of publishing:

Wrocław

Publisher:

Wydawnictwo Uniwersytetu Wrocławskiego

Contributor:

Nowak, Wioletta. Red.   Szalonka, Katarzyna. Red.

Date issued:

2018

Date copyrighted:

2018

Identifier:

ISSN 2084-4093

DOI:

10.19195/2084-4093.24.4.3

Language:

eng   fre   pol   ger

Relation:

Acta Universitatis Wratislaviensis, ISSN 0239-6661 ; no 3882. Ekonomia, ISSN 2084-4093 ; 24/4, s. 39-50

Rights holder:

Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o.

Autor opisu:

WR U/PAdjm