Młodzi reklamożercy, czyli o percepcji reklamy przez studentów

sus

ϑ†œ‹”‡Žƒ‘‡”…›á

…œ›Ž‹‘’‡”…‡’…Œ‹”‡Žƒ›

przez studentów

STRESZCZENIE

$UW\NXãVWDQRZLSUyE RNUH$OHQLDSURÀOXVSRãHF]QRSV\FKRORJLF]

QHJRPãRGHJRNRQVXPHQWDMHJRSRVWDZZREHFNRPXQLNDWyZUH- NODPRZ\FKLSURGXNWyZ=DSUH]HQWRZDQH]RVWDMZ\QLNLZ\ZLD- GyZEH]SR$UHGQLFKLJã ELQRZ\FKRUD]EDGDDQNLHWRZ\FKNWyUH

REM ã\VWXGHQWyZXF]HOQLSDVWZRZ\FKLQLHSDVWZRZ\FKQDWH- UHQLH#OVNDL=DJã ELD&HOHPEDGDE\ãRXVWDOHQLHMDNDMHVWZLH- G]DVWXGHQWyZRSHUVZD]MLZUHNODPLHRUD]DQDOL]DLFKSRGDWQR$FL

QDUy0QHVWUDWHJLHSHUVZD]\MQH

O ã UHNODPD PãRG]LH0 NRPXQLNRZDQLH SHUVZD- ]MDPHGLD

$UW\NXã]RVWDãQDSLVDQ\ZRSDUFLXREDGDQLDDQNLHWRZHNWyUHREM ã\VWXGHQ- WyZXF]HOQLSDVWZRZ\FKLQLHSDVWZRZ\FKQDWHUHQLH#OVNDL=DJã ELD:Z\- EUDQHM JUXSLH  VWXGHQWyZ SU]HSURZDG]RQR GRGDWNRZR Z\ZLDG EH]SR$UHGQL

L Jã ELQRZ\ &HOHP EDGD E\ãR RNUH$OHQLH SURÀOX VSRãHF]QRSV\FKRORJLF]QHJR

PãRGHJRNRQVXPHQWDXVWDOHQLHMDNDMHVWZLHG]DPãRG\FKNRQVXPHQWyZRSHU- VZD]MLZUHNODPLHDQDOL]DLFKSRGDWQR$FLQDUy0QHVWUDWHJLHSHUVZD]\MQH.ROHM- Q\PFHOHPE\ãR]EDGDQLHSRVWDZXF]QLyZLVWXGHQWyZZREHFUHNODPLSURGXNWyZ

/\MHP\Z$ZLHFLHZNWyU\PNRQVXPSFMDVWDQRZLFHOVDPZVRELH3RWU]HED

QDE\ZDQLDLNRQVXPRZDQLDVWDMHVL URG]DMHPQDSL FLDNWyUHMHVWUDF]HMSRG- WU]\P\ZDQHZ]PDJDQHQL0]DVSRNDMDQH.XSRZDQLHÅSRORZDQLHQDRND]MHµZ\- FLHF]NLGR$ZLW\NRQVXPSFML²KLSHUPDUNHWyZVWDMVL FRG]LHQQ\PU\WXDãHP

VSRVREHP0\FLD5HNODPD]D$WREH]ZWSLHQLDMHGHQ]ZD0QLHMV]\FK]QDNyZWHM

NRQVXPSF\MQHMNXOWXU\1DZHWMH$OLQDVQXG]LGHQHUZXMHRV]RãDPLD²SU]\MPX- MHP\GRZLDGRPR$FLMHMLVWQLHQLH1LH]DZV]HRF]\ZL$FLHMHVWH$P\$ZLDGRPLMDNLH

LQIRUPDFMH]NRPXQLNDWXUHNODPRZHJRSU]HWZDU]DP\FRZSã\ZDQDQDV]HGHF\- ]MH]DNXSRZHF]\WH0ZMDNLVSRVyEXF]HVWQLF]\P\ZWHMV]F]HJyOQHMJU]HNRPX- QLNDF\MQHM1DV]F] $FLHUR]ZyMZVSyãF]HVQ\FKWHFKQRORJLLSR]ZROLãQDPRSDQR- ZDþV]WXN XQLNDQLDQLHSU]\MHPQ\FKGHQHUZXMF\FKSU]HND]yZUHNODPRZ\FK

)OLSSLQJ]LSSLQJ]DSSLQJWRQD]Z\F]\QQR$FLRNUH$ODMF\FKUR]PDLWHVXEWHOQR-

$FL]ZL]DQH]F]\QQR$FLÅXFLHNDQLDµ]SRPRFSLORWDRGUHNODP]MHGQHJRND- QDãXQDLQQ\^

 3RU*DG0HW\SRSNXOWXU\6SRãHF]QH0\FLHSU]HGPLRWyZUHG:*RG]LF0/DNRZVNL:DUV]DZD

V

sut ROCZNIK PRASOZNAWCZY

6]F]HJyOQ JUXS RGELRUFyZ NRPXQLNDWyZ UHNODPRZ\FK V PãRG]L OXG]LH

² VWXGHQFL :LHP\0H QLH PD GZyFK WDNLFK VDP\FK RVRERZR$FL:\QLNL SU]H- SURZDG]RQ\FKSU]H]HPQLHEDGDSR]ZDODMPLMHGQDNQDSHZQHXRJyOQLHQLD

6SUyEXM ZL FSU]HNRUQLHRVRERZR$þW\FKNWyU]\QDMEDUG]LHMQLHOXELVFKHPD- W\F]Q\FKUR]ZL]DÅ]DPNQþµZSHZLHQVFKHPDW

›•äsä ‘†œƒŒ‡‘•‘„‘™‘ä…‹‹‡Ž—„‹¦…›…Š•…Š‡ƒ–›…œ›…Š”‘œ™‹¦œƒÑ

TEMPERAMENT QLVNRUHDNW\ZQ\²SRV]XNXMF\V\WXDFML

  ERJDW\FKZERG.FHUXFKOLZ\DNW\ZQ\

c  Z\0V]DQL0

      SU]HFL WQDLQWHOLJHQFMD

      GX0DSRM WQR$þF] VWR

      WDOHQW

CHARAKTER

PRELOQ\RWZDUW\QDQRZHSRP\Vã\

FHQLF\0\FLHSHãQHZUD0HLPSXOV\ZQ\

NUHDW\ZQ\WZyUF]\OXELU\]\NRGRFLHNOLZ\

VSRQWDQLF]Q\

O

VWXGHQWVWXGHQWND V\QFyUND

EUDWVLRVWUD

SU]\MDFLHOSU]\MDFLyãND

P00RQD²U]DGNR

}”׆ϑã ’”ƒ…‘™ƒ‹‡™Ïƒ•‡

7R F]HJR QLH]Z\NOH EROH$QLH GR$ZLDGF]DM PãRG]L OXG]LH WR FLJãH UR]ELH0- QR$FL PL G]\ VZRLP F] VWR Z\LGHDOL]RZDQ\P PRGHOHP $ZLDWD D $ZLDWHP U]H- F]\ZLVW\P$SRQLHZD0UHNODPDSRND]XMHMDNSRZLQQRE\þNUHXMHQRZQLH- ]Z\NãU]HF]\ZLVWR$þWRVNXWHF]QLHPãRG\FKXZRG]L$QNLHWRZDQLSU]H]HPQLH

VWXGHQFL]DF]\QDMZLG]LHþ]ZL]HNPL G]\E\FLHPSL NQ\PDX0\ZDQLHPRNUH-

$ORQ\FK NRVPHW\NyZ PL G]\ E\FLHP OXELDQ\P L FHQLRQ\P SU]H] UyZLH$QLNyZ

DVSR0\ZDQLHPRNUH$ORQ\FKQDSRMyZF]\SU]HNVHN*RVSRGDUNDU\QNRZDZ\- ]ZDOD Z QLFK L LQWHQV\ÀNXMH SRWU]HE\ KHGRQLVW\F]QH L ]DFKãDQQR$þ NRQVXPS- F\MQ '0 F]DVHP ]D ZV]HON FHQ  GR ]DSHZQLHQLD VRELH Z SU]\V]ãR$FL Z\- JRGQHJR0\FLDLFKFRVLJQþVXNFHV1DS\WDQLHÅ-DNLHV7ZRMHQDMZD0QLHMV]H

FHOH0\FLRZHLG0HQLD"µRGSRZLDGDMQDVW SXMFR

›•ätä ‡Ž‡›…‹‘™‡•–—†‡–×™

6WXGLRZDQLHWRRNUHVZ0\FLXF]ãRZLHNDZNWyU\PSRVWDZ\LZDUWR$FLXOHJDM

]DNRU]HQLHQLX'RZDUWR$FLRVWDWHF]Q\FKLQVWUXPHQWDOQ\FKLNXOWXURZ\FKRFH- QLDQ\FKQDMZ\0HMZJUXSLHEDGDQ\FKQDOH00\FLHSHãQHZUD0H]GURZLHGRVWDW- QLH0\FLHQLH]DOH0QR$þV]F] $FLHSU]\MHPQR$þX]QDQLHVSRãHF]QH'RZDUWR$FL

QDMPQLHM FHQQ\FK QDOH0 QLHVWHW\ PGUR$þ L UyZQRZDJD ZHZQ WU]QD 6WX- GHQFLRSRZLDGDMVL ZL FSRVWURQLHÀOR]RÀLKHGRQLVW\F]QHM:L NV]R$FL]QLFK

REFD MHVW PRUDOQR$þ RSDUWD QD Z\VLãNX L QD F]\QLHQLX GREUD RGU]XFDM VWR- LFNUyZQRZDJ 1LHNRFKDMÅSRVRNUDWHMVNXµ^PGUR$FL8F]VL UDF]HMSRWR

E\]GRE\þRGSRZLHGQLSR]\FM ]DZRGRZL$URGNLÀQDQVRZHQDNRQVXPSFM  3LUDPLGDSRWU]HE^VWXGHQWyZSU]HGVWDZLDVL QDVW SXMFR

›•äuä ‹”ƒ‹†ƒ’‘–”œ‡„•–—†‡–×™

potrzeba

’”œ‡œ™›…‹¸ƒ‹ƒ‹›…Š

’‘–”œ‡„ƒ•ƒ‘”‡ƒŽ‹œƒ…Œ‹

potrzeba zabawy i rozrywki

’‘–”œ‡„ƒ’‘…œ—…‹ƒ™Ïƒ•‡Œ–‘•ƒ‘ä…‹^v

’‘–”œ‡„ƒ’‘‘ƒ‹ƒ•ƒ‘–‘ä…‹^w

’‘–”œ‡„›¤œŒ‘Ž‘‰‹…œ‡

}”׆ϑã ’”ƒ…‘™ƒ‹‡™Ïƒ•‡

 6RNUDWHVWRMHGHQ]QDMZ\ELWQLHMV]\FKJUHFNLFKÀOR]RIyZ8GRZDGQLDãMDNPDãDMHVWZDUWR$þZLH- G]\]GRE\ZDQHMEH]]DVWDQRZLHQLDDMDNZLHONZDUWR$þVWDQRZLSRV]XNLZDQLHPGUR$FL

 1DMEDUG]LHM]QDQNRQFHSFMSRWU]HEMHVWSLUDPLGD$EUDKDPD0DVORZD:\Uy0QLDRQSL þNDWHJR- ULLSRWU]HEQDUy0Q\FKSR]LRPDFKSRWU]HE\À]MRORJLF]QHSRWU]HEDEH]SLHF]HVWZDSRWU]HEDSU]\- QDOH0QR$FLLPLãR$FLSRWU]HEDV]DFXQNXLSRWU]HEDVDPRXU]HF]\ZLVWQLHQLD

 $XWRU]\UHNODPPDM$ZLDGRPR$þ0HSRWU]HEDSRF]XFLDZãDVQHMWR0VDPR$FLMHVWMHGQ]GRPLQX- MF\FKXPãRG\FKOXG]LGODWHJRSURPXMSURGXNW\SU]H]QDVW SXMFHVORJDQ\ÅEG.VREµÅZ\- ]ZyOVLHELHµÅZ\ELHUDMVZRMHNRORU\µÅZ\ELHU]VZyMWHOHIRQµÅRNUH$OVLHELHµ

 3RWU]HEDSRNRQDQLDVDPRWQR$FLUy0QLHE\ZD]DVSRNDMDQDSU]H]XG]LDãZLPSUH]DFKNRQVXPS- FM VHNVF]DVHPSU]H]NRQWDNW]V]WXNU]DG]LHMQLHVWHW\SU]H]Jã ERNLH]ZL]NL]LQQ\PL

}”׆ϑã ’”ƒ…‘™ƒ‹‡™Ïƒ•‡

suv ROCZNIK PRASOZNAWCZY

.RPXQLNDWUHNODPRZ\QDMSLHUZX$ZLDGDPLDPãRG\POXG]LRPLFKSRWU]HE\^

1DVW SQLH ZVND]XMH GURJL GR ]DVSRNRMHQLD W\FK SRWU]HE 1DMOHSV] RND]XMH VL  RF]\ZL$FLH]DNXSUHNODPRZDQHJRSURGXNWX

= SXQNWX ZLG]HQLD VWUDWHJLL UHNODPRZ\FK RNUH$ORQ\FK SURGXNWyZ EDUG]R

ZD0QH V LQIRUPDFMH R PRW\ZDFMDFK^ NWyUH VNãDQLDM PãRG\FK OXG]L GR GHF\- ]ML]DNXSRZ\FK3R]ZDODWRSURMHNWRZDþZãD$FLZHLQVWUXPHQW\SREXG]DMFHLFK

GRG]LDãDQLD

1DE\ZDQLHSU]HGPLRWyZSU]H]PãRG\FKOXG]LQLHPDQLFZVSyOQHJR]UDFMR- QDOQ\PLGHF\]MDPL:ZL NV]R$FLSU]\SDGNyZQLHLVWRWQDMHVWIXQNFMDX0\WNRZD

U]HF]\0ãRG]LLQDF]HMQL0GRUR$OLGHNRGXMZDUWR$þSU]HGPLRWyZ3U]HVWDMRQH

PLHþZDUWR$þHNRQRPLF]QDVWDMVL HOHPHQWHPÅODQVXµ^=GRE\ZDQLHUHNOD- PRZDQ\FK Z QLHNRQZHQFMRQDOQ\ SURZRNDF\MQ\ VSRVyE U]HF]\ MHVW URG]DMHP

PDQLIHVWRZDQLD VDPHJR VLHELH -HVW .UyGãHP LQIRUPDFML GOD LQQ\FK R RNUH$OR- QHMUROLVSRãHF]QHMSU]\QDOH0QR$FLLGHQW\ÀNDFML1DE\ZDQLHZ\EUDQ\FKSURGXN- WyZVWDMHVL G]LDãDQLHP]PLHU]DMF\PGRREURQ\HJRGRSRWZLHUG]DQLDZãDVQHM

ZDUWR$FL Z\MWNRZR$FL :UHV]FLH VWDMH VL  IRUP ZVSyãF]HVQHJR ZVSyã]DZRG- QLFWZD ZDONL R Z\VRN SR]\FM  Z$UyG UyZLH$QLNyZ $QNLHWRZDQL SU]H]H PQLH

VWXGHQFL SRGNUH$ODOL 0H NXSXMF RNUH$ORQ\ UHNODPRZDQ\ SURGXNW PDM QD- G]LHM 0HVSã\QLHQDQLFKQLHFRSUHVWL0XSL NQD=DF]\QDMZLHU]\þVXJHVWLRP

0H SU]HGPLRW PR0H ]DSHZQLþ ZROQR$þ ÅZ\]ZyO VLHELHµ ÅEH IUHHµ ÅPR0HV] ZL - FHMµÅQRZ\VSRVyEQDZROQR$þµQLHFRG]LHQQHZUD0HQLDSU]H0\FLDÅRVWUDMD]GD

QDZãDVQH0\F]HQLHµÅGDUHIRUPRUHµÅPRFZDNFMLµÅSRNRQDMVLHELHµ0ãRG]LOX- G]LHVWDMVL ZL FHOHPHQWDPLNUHRZDQHJRZUHNODPLH$ZLDWD]RVWDMXZLNãDQL

ZJU U\QNRZ

-HGQR MHVW SHZQH ² SU]HGPLRW\ SU]HGVWDZLDQH Z UHNODPLH QLH PDM VWDELO- QHJR ]QDF]HQLDGHQRWDF\MQHJR6 NRQVWUXNWDPL]QDNRZ\PLDZL FVSROLVH- PLF]QHQLRVZVRELHZLHOHSRWHQFMDOQ\FKVHQVyZ=QDF]HQLHZ\WZDU]DQHMHVW

SU]H]RGELRUF SU]HND]XUHNODPRZHJR0ãRG]L]D$WRQLH]Z\NOHDNW\ZQLXF]HVW- QLF\ RPDZLDQHJR SURFHVX NRPXQLNDFML 3U]HU]XFDM QD NRPXQLNDW UHNODPRZ\

VZRM]QDMRPR$þNRGyZVSRãHF]Q\FKVZRMHNRPSHWHQFMHNXOWXURZH1LHSU]\M- PXMELHUQLHWUH$FLUHNODPRZ\FKOHF]MHNV]WDãWXM6WXGHQFL]NWyU\PLSUDFR- ZDãDPZJUXSDFKWHPDW\F]Q\FKSRWUDÀOLWRF]\þSUDZG]LZHERMHR]QDF]HQLHUH- NODPRZDQ\FKSU]HGPLRWyZ,WDNDQDOL]DUHNODPSRGNãDGyZSXGUyZV]PLQHN

ZV]\VWNLHJRFRVãX0\GRPDNLMD0XGRSURZDG]LãDGRQDVW SXMF\FKZQLRVNyZ

³ UHNODP\WDNLFKSURGXNWyZWRU\WXDOQH]DNOLQDQLHF]DVX

³ WR V\PEROLF]QH ]HUZDQLH ]H $ZLDWHP QDWXU\ L $ZL WRZDQLH ZVWSLHQLD

GR$ZLDWDNXOWXU\F]\OLU\WXDOQHQDãR0HQLHPDVNL

³ WDNLH NRPXQLNDW\ UHNODPRZH SU]\SRPLQDM 0H SRGGDMHP\ VL  ]ELRUR- Z\P VFKHPDWRP ]DFKRZD PHFKDQL]P QD$ODGRZQLFWZD SRGGDMHP\

VL SUHVMLVSRãHF]QHME\GãXJRSL NQLHLPãRGRZ\JOGDþ

 3RWU]HEDWRRGF]XZDOQ\EUDNGR]OLNZLGRZDQLDNWyUHJRG0\RUJDQL]P

 3U]H] PRW\ZDFMH UR]XPLHP ERG.FH ZSã\ZDMFH QD JRWRZR$þ RUJDQL]PX GR UR]SRF] FLD UHDNFML

:W\PSU]\SDGNXLQWHUHVXMPQLHERG.FHZSã\ZDMFHQDSRGM FLHSU]H]NRQVXPHQWDGHF\]ML]D- NXSRZ\FK

 /DQV²ZM ]\NXPãRG]LH0RZ\PR]QDF]DNUHRZDQLHVLHELH&HOHPODQVXMHVWZ\SUDFRZDQLHZ\VR- NLHMSR]\FMLZJUXSLHUyZLH$QLNyZ

 =RE.XOWXURZHGHWHUPLQDQW\]DFKRZDNRQVXPHQFNLFKUHG:3DWU]DãHN:URFãDZV

0XVLP\ RF]\ZL$FLH PLHþ $ZLDGRPR$þ 0H QLH W\ONR SU]HGPLRW Z UHNODPLH

MHVWSROLVHPLF]Q\3ROLVHPLF]Q\MHVWFDã\NRPXQLNDWUHNODPRZ\-HJR]QDF]HQLH

MHVWERZLHPZ\QLNLHP]ZL]NyZPL G]\Uy0Q\PLWHNVWDPLNXOWXU\$]DWHPMHVW

VZHJRURG]DMXSDOLPSVHVWHP^

: SU]\SDGNX PãRG\FK OXG]L VWXGHQWyZ PDP\ GR F]\QLHQLD SR SLHUZV]H

]SHUFHSFMÀOWUXMFSU]HND]UHNODPRZ\'RVWU]HJDMRQLSU]HGHZV]\VWNLPWH

HOHPHQW\UHNODP\NWyUHV]ZL]DQH]QLH]DVSRNRMRQ\PLSRWU]HEDPLQDSU]\- NãDG]ZUDFDMV]F]HJyOQXZDJ QDSURGXNW\NWyUHÅJZDUDQWXMµ]DLQWHUHVRZD- QLHSãFLSU]HFLZQHM3RGUXJLHREVHUZXMHP\PHFKDQL]P]QLHNV]WDãFDQLDLVHOHN- W\ZQHJR]DSDPL W\ZDQLDLQIRUPDFML

5HNODPDVWDMHVL GODPãRG\FKRGELRUFyZHOHPHQWHPUR]U\ZNL]DEDZ\3R- WUDÀ RQL SRV]XNLZDþ SHUVZD]ML XNU\WHM Z VHPLRVIHUDFK SU]HND]X $OHG]Lþ Z\- UDÀQRZDQH IRUP\ NRPXQLNDFML ] RGELRUF : LFK SU]\SDGNX QLH PD PRZ\

R EH]UHÁHNV\MQ\P HQWX]MD]PLH GOD SU]HND]yZ UHNODPRZ\FK 6WXGHQFL SRWUDÀ

SURZDG]Lþ JU  ] RNUH$ORQ\P NRPXQLNDWHP RGELHUDþ JR QD WOH LQQ\FK WHNVWyZ

NXOWXU\ 6 ]GROQL GR Z\FKRG]HQLD SR]D VWHUHRW\S\ P\$ORZH =ZUDFDM XZDJ  QD REUD]\ VSUDZQ\ PRQWD0 GREU PX]\N  :LHG] Z MDNL VSRVyE UHNODPD

QDPLPDQLSXOXMH3RQDGDQNLHWRZDQ\FKVWXGHQWyZMHVW$ZLDGRPDWHMPD- QLSXODFML1DMF] $FLHMZVND]\ZDOLQDVW SXMFHMHMPHFKDQL]P\

³ UHNODPRZDQLHRNUH$ORQ\FKSURGXNWyZSU]H]ÅJZLD]G\µPHGLDOQHDXWR- U\WHW\ RVRE\ ]QDQH L OXELDQH RGELRUFD VWDUD VL  MH QD$ODGRZDþ PDMF

QDG]LHM 0HF] $þLFKSUHVWL0XXURG\V\PSDWLLRWRF]HQLDVSã\QLHWDN0H

QDQLHJR

³ SRND]\ZDQLH Z\LGHDOL]RZDQHJR HIHNWX X0\FLD SURGXNWX SU]HGVWDZLD- QLHZ\ãF]QLHMHJR]DOHW

³ SU]HNRQ\ZDQLH 0H NXSRZDQLH RNUH$ORQHJR SURGXNWX ZSã\QLH QD QDV]

ZL]HUXQHN

³ UR]EXG]DQLHQDV]\FKSRWU]HELRELHWQLFDLFK]DVSRNRMHQLD

³ ZLGRZLVNRZHSU]HGVWDZLDQLHSURGXNWyZVSR0\ZF]\FKQSU]HNDF]HNR- ODG\]DOHZDRU]HV]NLURG]\QNLNRNRV

³ Z\NRU]\VW\ZDQLHG]LHFLGRUHNODP6FKHPDWG]LHFL FR$FLZ\]ZDODQLH- ]Z\NOH0\F]OLZH]DFKRZDQLDLQVW\QNWRZQH²UR]F]XOHQLHV\PSDWL -HVW

QDG]LHMD 0H F] $þ SR]\W\ZQ\FK XF]Xþ ]RVWDQLH VNRMDU]RQD ] UHNODPR- ZDQ\PSURGXNWHP

³ RELHF\ZDQLHQDJUyG

³ SRGDZDQLHLVWRWQ\FKGODNXSXMFHJRLQIRUPDFMLPDãF]FLRQN

³ SRND]\ZDQLHQDV]\FKFRG]LHQQ\FKSUREOHPyZVFHQ\]0\FLDLSU]HGVWD- ZLHQLHQDMOHSV]\FKUR]ZL]DRF]\ZL$FLH]DSRPRFSURGXNWX

= MHGQHM VWURQ\ EDGDQLD SRND]XM ZL F 0H VWXGHQFL V QLH]Z\NOH $ZLDGR- P\PL L NU\W\F]Q\PL RGELRUFDPL NRPXQLNDWyZ UHNODPRZ\FK = GUXJLHM MHGQDN

VWURQ\]RVWDOLXZLNãDQLZW VNRPSOLNRZDQJU U\QNRZ3RVãXV]QLHUR]EXG]DM

VZRMHSRWU]HE\]DVSRNDMDM]DFKFLDQNLSRWUDÀSU]\]QDþÅ5HNODPDQDVUR]SX-

$FLãDµ6WDMVL QLHQDV\FRQ\PL]ELHUDF]DPLZUD0HLSU]HGPLRWyZ=DSDQRZDãD

Z$UyGQLFKVZRLVWDJDG0HWRPDQLDFKFSRVLDGDþSU]HGPLRW\]UHNODP5HNODPD

 3DOLPSVHVWZVHQVLHSU]HQR$Q\PWRWHNVWZLHORZDUVWZRZ\ZNWyU\PRSUyF]]QDF]HQLDGRVãRZQH- JRPR0HP\RGF]\WDþ]QDF]HQLDXNU\WH

sux ROCZNIK PRASOZNAWCZY

WRGODZLHOX]QLFKOXVWURF]\IRWRJUDÀD]DFKRZDSRVWDZZDUWR$FL']L NLQLHM

ZLDGRPRFRMHVWG]LVLDMWUHQG\FRROFRPR0QDRNUH$OLþPLDQHPVSRNVyZ^

0ãRG\PLU]G]GZDSU]HFLZVWDZQHPHFKDQL]P\0HFKDQL]PQD$ODGRZQLF- WZDNWyU\SR]ZDODLPQDSHãQHXF]HVWQLFWZRZ0\FLXVSRãHF]Q\PDMHGQRF]H-

$QLHS GNXX]HZQ WU]QLHQLX$ZLDWXUy0QLF\SRGNUH$OHQLXLQQR$FL2ND]XMHVL 

0H WHQ S G MHVW ]QDF]QLH VLOQLHMV]\ 1LH FKF E\þ PDV F]\OL ]ELRUHP OXG]L QL- MDNLFK SU]HFL WQ\FK ÅV]WXF]Q\FKµ &HQL WR FR RU\JLQDOQH ãDPLFH VSRãHF]QH

SU]\]Z\F]DMHQLD VFKHPDW\ $QNLHWRZDQL VWXGHQFL QD S\WDQLD Å&]HJR RF]HNX- MHV]RGUHNODP\"-DNDSRZLQQDE\þ0HE\SU]HNRQDãD&L GR]DNXSXRNUH$ORQHJR

SURGXNWX"µRGSRZLDGDOLQDVW SXMFR

›•ävä …œ‡‹™ƒ‹ƒ™‘„‡…”‡Žƒ›

’‘™‹ƒ„›©‘”›‰‹ƒŽƒâ

‹‡‘™‡…Œ‘ƒŽ‡䔑†‹

’”œ‡ƒœ—ut¨

’‘™‹ƒ䏋‡•œ›©á

™’”‘™ƒ†œƒ©™†‘„”›

ƒ•–”׌sw¨

‘–›™›

‡”‘–›…œ‡sx¨

„—†œ‹©•–”ƒ…Šs¨

‘‹•‘™ƒt¨

’‘™‹ƒ•œ‘‘™ƒ©v¨

†‘„”ƒ—œ›ƒsr¨

’‘™‹ƒ„›©

…œƒ”‘æ„‹ƒÏƒu¨

—•‹„›©

†›ƒ‹…œƒv¨

’‘™‹ƒ‹–”›‰‘™ƒ©á

’‘„—†œƒ©™›‘„”ƒ ‹¸á

‹‰†›‹‡ƒÏƒ‹ƒ©

™’”‘•–su¨

}”׆ϑã ’”ƒ…‘™ƒ‹‡™Ïƒ•‡

6WXGHQWyZQLHSU]HNRQXM]DWHPNRPXQLNDW\GZXG]LHOQH^DQLNRPXQLNDW\

]ãR0RQH^ :\ELHUDM SU]HND]\ Z\UDÀQRZDQH NWyUH QLH W\ONR SUH]HQWXM RNUH-

$ORQ\ SURGXNW DOH SU]HGVWDZLDM REUD]\ Z\NRU]\VWXMFH XNU\WH QLHX$ZLDGR- PLRQHG0HQLDPDU]HQLDSRWU]HE\NRQVXPHQWyZ&HQLVRELHWRFRLQQHRG- PLHQQH RU\JLQDOQH  WDNLFK RGSRZLHG]L 3RWZLHUG]D WR W\ONR IDNW\ NWyUH

]QDP\RGGDZQD0ãRG]LFHQLZDUWR$FLQRUP\RGPLHQQHRGZ\ELHUDQ\FKSU]H]

UHV]W VSRãHF]HVWZD3UDJQSU]HNUDF]DþJUDQLFHG0GRQLHMHGQR]QDF]QR$FL

3RV]XNXMWR0VDPR$FLLRGU EQR$FLSU]H]QLHFRG]LHQQHIRUP\VS G]DQLDZROQHJR

F]DVXRGU EQR$þVWURMXIU\]XU\SRVãXJLZDQLHVL ÅVZRLPµM ]\NLHP1LFG]LZ- QHJR0HZUHNODPDFKVNLHURZDQ\FKGRPãRG\FKOXG]LWDNF] VWRZLGRF]QHMHVW

 :M ]\NXVWXGHQFNLPVSRNV\WR]MDZLVNDSRUXV]DMFHLFKZ\REUD.QL QSHJ]RW\F]QHSRGUy0H]D- NXS\ZVNOHSDFK]RG]LH0X0\ZDQF]\VHNVXDOQHSU]H0\FLD

 .RPXQLNDW\]ãR0RQH]REUD]XSUH]HQWXMFHJRWRZDULLQIRUPDFMLRFHFKDFKX0\WNRZ\FKSURGXNWX

 .RPXQLNDW\]ãR0RQH]REUD]XSU]HGVWDZLDMFHJRSURGXNWLVW\OVWDWXV]ZL]DQ\]X0\ZDQLHPSUR- GXNWX

SRVWPRGHUQLVW\F]QHSRPLQL FLHOXESU]HNV]WDãFHQLHWUDG\F\MQ\FKQDU] G]LQDU- UDF\MQ\FKNXOWXU\SRSXODUQHMF]DVXSU]HVWU]HQL]ZL]NyZSU]\F]\QRZRVNXW- NRZ\FK : NRPXQLNDWDFK W\FK ZVSyãLVWQLHM VSU]HF]QH HOHPHQW\ VW\OH UR]- F]ãRQNRZDQHGR$ZLDGF]HQLDNRQWURZHUV\MQHWUH$FL

8OXELRQH SU]H] VWXGHQWyZ SU]HND]\ UHNODPRZH PR0QD SRJUXSRZDþ Z WU]\

]ELRU\ZRSDUFLXRSU]HSURZDG]RQHSU]H]HPQLHEDGDQLD

³ VHNVPRW\Z\HURW\F]QH

³ REUD]0\FLDWRZDU]\VNLHJRLPSUH]\

³ KXPRU

$QNLHWRZDQLVWXGHQFLE\OLZZLHNXPãRG]LHF]\PRGGRODW7RRNUHV

VXSUHPDFML XF]Xþ HPRFML Z\MWNRZR VLOQHJR ]DLQWHUHVRZDQLD SãFL SU]HFLZQ

LVHNVHPNWyU\GDMHSRF]XFLHGRURVãR$FLSRGZ\0V]DSUHVWL0Z$UyGUyZLH$QLNyZ

1LFZL FG]LZQHJR0HVWXGHQFLQDMOHSLHM]DSDPL WXMUHNODP\WHOHZL]\MQHZNWy- U\FKPR0HP\REVHUZRZDþHURW\F]QHZL ]LPL G]\SDUWQHUDPLQDJR$þVNXSLD- QLHVL QDZãDVQHMFLHOHVQR$FL7DNLHNRPXQLNDW\VGODQLFKW\PEDUG]LHMDWUDN- F\MQH0HVWDQRZLRGELFLHLFKSRWU]HELSUDJQLH

:$UyGZ\MWNRZRZD0Q\FKSRWU]HEPãRGHJRF]ãRZLHNDMHVWWDN0HSRWU]HEDDÀ- OLDFML²QDZL]\ZDQLDSU]\MD.QLLVWRVXQNyZWRZDU]\VNLFK'UXJZL FJUXSXOX- ELRQ\FK SU]H] VWXGHQWyZ UHNODP V WH NWyUH SU]HGVWDZLDM V]DORQH LPSUH]RZH

0\FLH]DEDZ\ZJURQLH]QDMRP\FK-HVWV]DQVDQDWDNLHPLãHFKZLOHSRGZDUXQ- NLHPRF]\ZL$FLH0H]DNXSLP\UHNODPRZDQHSURGXNW\²VãRG\F]HQDSRMHLWS

6WXGHQFL FHQL WH0 GREU\ KXPRU Z UHNODPLH WU]HFLDJUXSD XOXELRQ\FK NR- PXQLNDWyZUHNODPRZ\FK=DVSRNDMDMZWHQVSRVyESRWU]HE UR]U\ZNL]DEDZ\

RGSU 0HQLD$XWRU]\UHNODPPDMV]DQV QDVXNFHV²PãRG\F]ãRZLHNZSURZD- G]RQ\ Z GREU\ KXPRU RVãDELD VZyM NU\W\F\]P ZREHF SURGXNWX +XPRU MHVW

]UHV]W QDMOHSV]\P VSRVREHP RVZDMDQLD $ZLDWD #PLHFK VWZDU]D GREU SãDV]- F]\]Q SRUR]XPLHQLDPL G]\QDGDZFLRGELRUF

:\QLNLSU]HSURZDG]RQ\FKSU]H]HPQLHEDGDSRND]XM0HMHGQ]GRPLQX- MF\FKFHFKPãRG\FKOXG]LVWXGLXMF\FKQDXF]HOQLDFKZ\0V]\FKMHVWUHODW\ZL]D- FMDZãDVQHMSR]\FMLRVLJQL þ]SR]\FMUyZLH$QLNyZ]ZãDV]F]DW\FKQDOH0F\FK

GRZãDVQHMJUXS\RGQLHVLHQLD3RQDGDQNLHWRZDQ\FKVWXGHQWyZSU]\]QDãR

0HSU]\QDOH0\GRÅSDF]NLµVXENXOWXU\^NRQWUNXOWXU\NXOWXU\DOWHUQDW\ZQHMOXE

JUXS\WRZDU]\VNLHM^$]DWHPLFK]DFKRZDQLDNRQVXPHQFNLHVZGX0\PVWRS- QLX]DOH0QHRGNRQVXPSFMLLQQ\FKRVyE8OXG]LPãRG\FKQDMPRFQLHMXZLGDF]QLD

VL HIHNWRZF]HJRS GX^1DE\ZDQLHSURGXNWyZFKDUDNWHU\VW\F]Q\FKGODRNUH-

$ORQHM VXENXOWXU\ SR]ZDOD QD SHãQ ] QL LGHQW\ÀNDFM  =QDNDPL WDNLHM LGHQ- W\ÀNDFMLJUXSRZHMVWDMVL VSRGQLHRRNUH$ORQ\PNURMXERMyZNLÅG]ZRQ\µF]\

ÅUXUNLµEL0XWHULDF]DSNL:REU ELH ÅSDF]NLµQDGDMH VL SRV]F]HJyOQ\P QDE\-

 7UDNWXM VXENXOWXU MDNRZ]yUQRUP IXQNFMRQXMFZRNUH$ORQHM]ELRURZR$FLRGPLHQQRGRJy- ãXVSRãHF]HVWZD

 .D0GD]W\FKJUXSVNãDGDVL RF]\ZL$FLH]MHGQRVWHNSRGNUH$ODMF\FKZãDVQWR0VDPR$þ:\QLNL

EDGDSRND]XMMHGQDN0HWDNLHJUXS\VSRãHF]QHPDMRJURPQ\ZSã\ZQDNV]WDãWRZDQLH$ZLDGR- PR$FLPãRG\FKLLFKGHF\]MH]DNXSRZH

 : WHRULL NRQVXPSFML Z\Uy0QLRQH ]RVWDã\ WU]\ HIHNW\ RZF]HJR S GX VQRED F]\ 9HEOHQD (IHNW

RZF]HJR S GX R]QDF]D GRNRQ\ZDQLH ]DNXSyZ SRG ZSã\ZHP LQQ\FK SU]\QDOH0F\FK GR GDQHM

VXENXOWXU\3RGNUH$ODVL ZWHQVSRVyEZVHQVLHVRFMRJHQQ\PSU]\QDOH0QR$þGRZ\EUDQHMJUXS\

=RE.XOWXURZHGHWHUPLQDQW\]DFKRZDNRQVXPHQFNLFKUHG:3DWU]DãHN:URFãDZV

suz ROCZNIK PRASOZNAWCZY

ZDQ\PSU]HGPLRWRPQRZH]QDF]HQLDSU]H]EULFRODJH^3U]HGPLRW\SRVLDGDMFH

XVWDORQHMX0]QDF]HQLDV\PEROLF]QH]RVWDMXPLHV]F]RQHZLQQ\FKNRQWHNVWDFK

LZWHQVSRVyE]\VNXMQRZ\VHQV7DNLHJUXS\PDMWDN0HZHZQ WU]QH]ELRURZH

U\WXDã\ãF]\LFKRNUH$ORQDPX]\NDLWS'ODWHJRZãD$QLHZREHFPãRG\FKOXG]L

VWRVXMH VL  Z NRPXQLNDWDFK UHNODPRZ\FK V]F]HJyOQ\ URG]DM SHUVZD]ML ² SHU- VZD]M NRDNW\ZQ3UyEXMHVL ZL FLFKSU]HNRQDþ0HQDGDZF\SU]HND]XQDOH0

GR WHJR VDPHJR ÅLFKµ $ZLDWD 1DVW SXMH QDMEDUG]LHM SR0GDQD LGHQW\ÀNDFMD

QDGDZF\]RGELRUF^5HNODPDÅSU]HNRQXMHµPãRG]LH0RZ\PM ]\NLHPZVND]XMH

FRMHVWÅJLWHVµÅWUHQG\µLÅFRROµ3RGVXZDREUD]\EOLVNLHRGELRUF\

.RPXQLNDWUHNODPRZ\WRQDMEDUG]LHMQLH]Z\Nã\PDJD]\Q$URGNyZVW\OLVW\F]- Q\FKÅ]OHSHNµJDWXQNyZLWHFKQLNSHUVZD]\MQ\FK$VWXGHQFLFKRþÅ]DQXU]HQLµ

MDNP\ZV]\VF\ZNXOWXU]HNRQVXPSF\MQHMVQDMEDUG]LHMNUHDW\ZQ\PLLDN- W\ZQ\PLMHJRRGELRUFDPL

SUMMARY

7KHDUWLFOHDWWHPSVWRGHWHUPLQHWKHVRFLDODQGSV\FKRORJLFDOSUR- ÀOHRID\RXQJFXVWRPHUKLVDWWLWXGHVWRPDUNHWLQJPHVVDJHVDQG

WKH SURGXFWV WKH\ DGYHUWLVH ,W SUHVHQWV WKH UHVXOWV RI GLUHFW DQG

deep interviews that embraced student sof both state and non- VWDWHFROOHJHVLQWKHDUHDRI=DJãHJLHDQG6LOHVLD7KHDLPRIWKHUH- VHDUFKZDVWRHVWDEOLVKWKHVWXGHQWV·NQRZOHGJHSHUWDLQLQJSHUVX- asion in advertisements and analyse their susceptibility to various persuasion strategies.

 ã DGYHUWLVHPHQW \RXWK FRPPXQLFDWLRQ SHUVXDVLRQ

PHGLD

 =RE&%DUNHU6WXGLDNXOWXURZH7HRULDLSUDNW\ND.UDNyZV

 =RE0/LVRZVND0DJG]LDU]%XQWQDVSU]HGD03U]HP\VãPX]\F]Q\²UHNODPD²VHPLRW\ND.UD- NyZ