„Złap sen na całą noc”. Charakterystyka reklam w czasopismach medycznych
„Catch the dream for all night”. Characteristic of the advertisements in the medical journals.

Author(s): Babara Drozd
Subject(s): Social Sciences, Theoretical Linguistics, Communication studies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: advertisement; medical journal; persuasion; comunication; specialised terms
Summary/Abstract: The aim of the article was to analysed the advertisements derived from the medical journal „Medycyna po Dyplomie, which is addressed to specialised type of recipients, it means: doctor or doctor which is a specialist, and also adept (student). It was relevant to investigate if this kind of medicine advertisements stand out from the other well know television advertisements. The characteristics of the advertisement show that their recipients are strictly determined by specialised knowledge, specialised terms and acronims.

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