Percepcja treści telewizyjnego przekazu reklamowego
Perception of the content of a TV advertising message

Summary/Abstract: The paper presents knowledge of the structure of the content of an advertising message and the perception of the used content, with particular emphasis on the limitations of rationality in the decision-making process. The operation of information processing mechanisms and the process of using heuristics to automate the perception of content were discussed. The Author indicated the possibility of using perception maps to assess the effectiveness of an advertising message. Keywords: advertising, advertising message, heuristics, persuasion of the message, perception map.

• Details
• Contents