Marketing Communication as Co-Creator of National Culture
Marketing Communication as Co-Creator of National Culture
Author(s): Dušan PavlůSubject(s): Media studies, National Economy, Sociology of Culture, Marketing / Advertising, Sociology of Art
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; advertising and language; advertising means and tools; art and advertising; culture; lifestyle;
Summary/Abstract: Analytical and synthesizing view of the contemporary advertising production and reflection of opinions on the role of advertising in a broader, cultural-historical, economic and social context can only result in the overall opinion of advertising as an integral part of the material and spiritual culture of that time. We examine these relationships, links and connections on an example of advertising theory and advertising practice developments in the first half of the 20th century. The penetration of advertising – marketing - communication into the life of society in the third and fourth decade of the Czechoslovak Republic proves its significant role in contributing to the creation of culture of that time especially in the dimension of advertising communicates as products of human action, creator of socio-cultural regulatives, contributor to the creation of cognitive systems and phenomenon creating institutions for organization of human behaviour in the economic area as well as in the sphere creating lifestyle.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 603-612
- Page Count: 10
- Language: English