Stereotypy v rozhlasovej reklame
Stereotypes in radio advertisements
Author(s): Renáta CenkováSubject(s): Social Sciences
Published by: Univerzita Karlova v Praze, Fakulta sociálních věd
Keywords: radio;advertising; radio advertisements; spot; content stereotype; form stereotype
Summary/Abstract: Advertising is a common tool of marketing communication mix. The paper focused on radio advertising aims to identify stereotypes present in the Slovak radio advertising. The paper draws on the distinction between radio advertising stereotypes in content and in form. The research presented in the study brings the results of quantification of spot ads corpus from the archives of Slovak commercial radio stations from the period of 2006–2016.
Journal: Mediální studia
- Issue Year: 11/2017
- Issue No: 01
- Page Range: 65-86
- Page Count: 22
- Language: Slovak
