Postprawda jako narzędzie konstruowania rzeczywistości: przykład Amber Gold
Post-truth as a tool for constructing reality: the example of the Amber Gold

Summary/Abstract: The authors diagnose the present day as dominated by media creations, and draw attention to the concept of post-truth. They show how to construct reliable images of reality through special marketing and media strategies. The ubiquitous technologies of “creating desires” form a society in which the erosion of trust increases the influence of emotions on the decisions we made. Affects, combined with anonymity and lack of responsibility and the desire for profit, produce a post-truth effect, used, for example, in the creation of the so-called the financial pyramid of Amber Gold. The authors analyze advertising materials and the language of persuasion used in creating the company’s offer and brand image.

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