{"metadata":[{"label":{"en":["First Page"],"pl":["Pierwsza strona"]},"value":{"en":["257"],"pl":["257"],"universal":["257"]}},{"label":{"en":["LastPage"],"pl":["Ostatnia strona"]},"value":{"en":["266"],"pl":["266"],"universal":["266"]}},{"label":{"en":["Title"],"pl":["Tytuł"]},"value":{"pl":["\u201eTak działa nauka\u201d. Retoryczne aspekty naukowego marketingu"]}},{"label":{"en":["Creator"],"pl":["Twórca"]},"value":{"pl":["Pawinski, Paweł"]}},{"label":{"en":["Related Identifier"],"pl":["Powiązany identyfikator"]},"value":{"en":["ISSN: 2299\u20137164"],"pl":["ISSN: 2299\u20137164"],"universal":["ISSN: 2299\u20137164"]}},{"label":{"en":["Related Identifier Type"],"pl":["Typ identyfikatora"]},"value":{"en":["ISSN"],"pl":["ISSN"],"universal":["ISSN"]}},{"label":{"en":["Volume"],"pl":["Tom/Rocznik"]},"value":{"en":["15"],"pl":["15"],"universal":["15"]}},{"label":{"en":["Resource Type"],"pl":["Typ zasobu"]},"value":{"en":["text"],"pl":["tekst"]}},{"label":{"en":["Identifier"],"pl":["Identyfikator"]},"value":{}},{"label":{"en":["Subject and Keywords"],"pl":["Temat i słowa kluczowe"]},"value":{"en":["scientific rhetoric","marketing science","marketing art","marketing communication","advertising","laws of marketing","image of marketing"]}},{"label":{"en":["Description"],"pl":["Opis"]},"value":{}},{"label":{"en":["Location of original object"],"pl":["Lokalizacja oryginału"]},"value":{"en":["College for Interdisciplinary Studies, University of Wrocław"],"pl":["Kolegium Międzydziedzinowych Studiów Indywidualnych, Uniwersytet Wrocławski"]}},{"label":{"en":["PLMET"],"pl":["PLMET"]},"value":{"en":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"],"pl":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"],"universal":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"]}},{"label":{"en":["Group publication title"],"pl":["Tytuł publikacji grupowej"]},"value":{"en":["Academic Journal of Modern Philology"]}},{"label":{"en":["Language"],"pl":["Język"]},"value":{"en":["pol"],"pl":["pol"],"universal":["pol"]}},{"label":{"en":["Place of publishing"],"pl":["Miejsce wydania"]},"value":{"en":["Wrocław"],"pl":["Wrocław"],"universal":["Wrocław"]}},{"label":{"en":["Abstract Language "],"pl":["Język streszczenia"]},"value":{"en":["eng"],"pl":["eng"],"universal":["eng"]}},{"label":{"en":["Detailed Type"],"pl":["Szczegółowy typ zasobu"]},"value":{"en":["article"],"pl":["artykuł"]}},{"label":{"en":["Affiliation"],"pl":["Afiliacja"]},"value":{"pl":["Pawiński, Paweł : Uniwersytet Wrocławski"]}},{"label":{"en":["Autor opisu"],"pl":["Autor opisu"]},"value":{"pl":["MPi"]}},{"label":{"en":["Access rights"],"pl":["Prawa dostępu"]},"value":{"en":["Attribution, ShareAlike"],"pl":["Uznanie autorstwa, Na tych samych warunkach"]}},{"label":{"en":["License"],"pl":["Licencja"]},"value":{"en":["Creative Commons - Attribution, ShareAlike (CC BY-SA 3.0)","https://creativecommons.org/licenses/by-sa/3.0/pl/deed.en"],"pl":["Creative Commons - Uznanie autorstwa, Na tych samych warunkach (CC BY-SA 3.0)","https://creativecommons.org/licenses/by-sa/3.0/pl/deed.pl"]}},{"label":{"en":["Abstract"],"pl":["Abstrakt"]},"value":{"en":["The article is an attempt to analyse the rhetorical ways of constructing the scientific qualities of three publications in the field of marketing communication: Scientific Advertising from 1923 (author: Claude C. Hopkins), 22 Immutable Laws of Marketing from 1994 (authors: Al Ries and Jack Trout), and How Brands Grow from 2010 (author: Byron Sharp). Scientific qualities of the general approach and specific findings are built primarily on the basis of the concept of marketing laws: exact, universal and unchanging principles/patterns (as reconstructed in the chapter What are the laws of marketing?), derived from a wide range of data and appropriate methodological procedures (What should marketing be based on?), ensuring business effectiveness for market entities (What are the effects of relying on the laws of marketing?). Authors define their perspective in opposition to the lack of empirical grounding of marketing principles and false premises they are derived from (What shouldn\u2019t marketing be?). The approaches presenting marketing as a science are thus opposed to the alternative approaches, which are describing marketing (and in particular: advertising and the process of its creation) as an art."]}},{"label":{"en":["Alternative title"],"pl":["Tytuł odmienny"]},"value":{"en":["\u201cThis Is How Science Works\u201d: Rhetorical Aspects of Scientific Marketing"]}},{"label":{"en":["Resource Title"],"pl":["Tytuł źródłowy"]},"value":{"en":["Academic Journal of Modern Philology"]}},{"label":{"en":["Date issued"],"pl":["Data wydania"]},"value":{"en":["2022"],"pl":["2022"],"universal":["2022"]}},{"label":{"en":["Resource Type"],"pl":["Typ zasobu źródłowego"]},"value":{"pl":["Czasopismo"]}}],"id":"https://repozytorium.uni.wroc.pl/manifest","label":{"pl":["\u201eTak działa nauka\u201d. Retoryczne aspekty naukowego marketingu"]},"type":"Manifest","@context":"http://iiif.io/api/presentation/3/context.json","items":[{"width":1600,"id":"https://repozytorium.uni.wroc.pl/canvas/page1","label":{"@none":["PDF/20_Pawiński.pdf"]},"type":"Canvas","items":[{"id":"https://repozytorium.uni.wroc.pl/annotation/page1","type":"AnnotationPage","items":[{"motivation":"painting","id":"https://repozytorium.uni.wroc.pl/annotation/page1/1","type":"Annotation","body":{"format":"application/pdf","id":"https://repozytorium.uni.wroc.pl/Content/135424/PDF/20_Pawiński.pdf","label":{"@none":["PDF/20_Pawiński.pdf"]},"type":"Text"},"target":"https://repozytorium.uni.wroc.pl/annotation/page1"}]}],"height":1200}]}