Jak zaskoczyć odbiorców i nakłonić ich do działania? Rola reklamy teaserowej w promowaniu przedmiotu przekazu reklamowego
How to surprise the audience and push them into action? The role of teasers in the promotion of the subject of the advertisement

Author(s): Anna Wójciuk
Subject(s): Language and Literature Studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: Every day the audiences are inundated with a variety of advertisements, which take numerous different forms. It is not difficult, then, to overlook some of those messages. For that reason, in order to gain the attention of the audiences, the advertisers propose new, original and attention‑grabbing advertising messages, which employ a variety of linguistic, visual and audio persuasion techniques which influence the brain as well as feelings and emotions. One of such new, innovative forms of advertising is the teaser. The following article addresses the characteristics of such teaser advertising in Poland, on the example of posters. The research material comprises thirty randomly selected commercial, social and political advertisements.

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