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Kreatywność językowa w ujęciu przedmiotowym

Author(s): Bartłomiej Cieśla / Language(s): Polish Publication Year: 0

The article deals with the concept of linguistic creativity, behind which there are many meanings and research intuitions today. It may indicate: a) a dynamic process of creating an infinite number of statements on the basis of a finite number of linguistic signs and grammatical rules; b) linguistic and textual structures that are new or original; c) the ability to create artistic and functional texts as well as the products of such processes; d) linguistic image of the world created by the recipient, performativity of linguistic constructions; constructing the plot (and thus phenomena related to language, however, find expression mainly in the mental sphere); e) violation of the norm (ironic use) Therefore, the question arises, how to understand novelty or originality, relating both of these categories to the complex and extremely diverse linguistic matter? If we express the view that a text or some linguistic device is new or original - what exactly do we consider as the basis for comparison? This work is an attempt to indicate several research paths that can be derived from different ways of understanding the concept.

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Nawiązania intertekstualne jako przejaw kreatywności reklamowej na przykładzie sieci sklepów Lidl

Author(s): Agnieszka Banach / Language(s): Polish Publication Year: 0

The article focuses on the linguistic analysis of intertextual references appearing in the advertisements of the Lidl store network posted on the Facebook social network. The published content is arranged in a triadic pattern of intertextuality - ludic function - marketing function. Only references to literature, film and the music scene in general were analysed. The advertising slogans fully exhaust the features of linguistic creativity, initialize intelligent and humorous game with the recipient. In addition, the references used are focused around popular culture texts, and at the same time the slogans implement the assumptions of the genre, such as: brevity, attractiveness, persuasiveness, ease of remembering.

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Kreatywność językowa w mediach społecznościowych (na przykładzie stron facebookowych sieci kawiarni)

Author(s): Aleksandra Kujawiak / Language(s): Polish Publication Year: 0

The article contains an analysis of creative linguistic and stylistic means used in online advertising. The research material consists of posts published on the Facebook fan pages of three coffee shop chains: Costa Coffee Poland, Green Caffè Nero and So! Coffee, in the period 2019-2020. The following groups of means are discussed in the text: metaphors (including: synesthetic metaphors, hyperbolas and personifications), modifications of phraseologisms and proverbs, intertextual references, examples of using the ambiguity of words (polysemy) and their sonic similarity (homonymy), and graphic means.

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„Złap sen na całą noc”. Charakterystyka reklam w czasopismach medycznych

Author(s): Babara Drozd / Language(s): Polish Publication Year: 0

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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Kreatywność językowa i wartościowanie w nagłówkach serwisów informacyjnych (na przykładzie Wiadomości i Wydarzeń)

Author(s): Paulina Zwolińska / Language(s): Polish Publication Year: 0

The main task of TV news services is to convey the news to the public. The language used by presenters and broadcasters has certain characteristics. The purpose of this article is to analyze the quantitative and qualitative headlines from ten major editions of two TV news services: „Wiadomości” and „Wydarzenia”. The author primarily study the evaluation of particular titles and the various language strategies used in them.

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Psia kość! Kreatywność językowa w nazwach gier planszowych i karcianych

Author(s): Katarzyna Furmaniak / Language(s): Polish Publication Year: 0

This article describes the names of board and card games that were used in order to attract new players. Among the signs of linguistic creativity are neologisms (such as lexical blends); using graphic devices; retrieving the literal meaning of the idiomatic phrases; replacement innovations (phraseological, for example); using intertextuality.

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Wpływ pandemii koronawirusa na komunikację reklamową marek w przestrzeni outdoorowej. Real-time marketing w praktyce

Author(s): Anna Rakoczy / Language(s): Polish Publication Year: 0

The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertising messages. Many brands resigned from the campaigns conducted so far and decided to apply solutions typical of real-time marketing, which in practice meant adapting in terms of persuasion and language to the circumstances of the ongoing pandemic in order to establish the expected agreement with preferred recipients and influence their purchasing decisions or to elicit a different kind of involvement. The aim of the article is to analyze - both graphically and linguistically - the observed impact of the coronavirus pandemic on the advertising communication of selected brands based on their advertising creations. In order to standardize and narrow down the material being the subject of the analysis, only those advertisements that appeared in the outdoor space (both single and part of more complex campaigns) were included in the research body. The leitmotif of the text is the thesis that public space, in the era of new restrictions imposed on society, including mobility, has become a special place where the outdoor message gained importance and had a chance to make an exceptionally strong impression on the recipients.

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Digital storytelling – narracje marek w mediach społecznościowych (analiza na przykładzie marki "Vianek")

Author(s): Marta Chorna / Language(s): Polish Publication Year: 0

The article is an attempt to introduce the concept of digital storytelling, which brands are increasingly using in social media. I analyzed the messages of the Polish natural cosmetics company Vianek. The aim of the study is to show how brands use narrative marketing and how to build their narrative around ecology. This analysis concerns posts and stories posted on the Instagram platform and reflect the main topic, which is digital storytelling.

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Storytelling jako narzędzie kreowania wizerunku marki

Author(s): Anna Głowacz / Language(s): Polish Publication Year: 0

The article presents the essence of storytelling and the possibilities of using it in creating a brand image. The article consists of three elements. The first part of the article presents the concept of a brand and its image, as well as the principles and stages of creating a brand image. The second part explains the essence of storytelling and the types of tools used in storytelling. Archetypes are presented, which are an important element in creating a brand image. The last part of the work presents the creation of a brand image using storytelling on the example of the DocMorris Christmas campaign.

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Społeczeństwo w czasach pandemii. Problemy współczesności w perspektywie myśli społecznej i humanistycznej – wprowadzenie do Wykładów Mistrzowskich

Author(s): Kaja Gadowska / Language(s): Polish Publication Year: 0

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Zaufanie i ryzyko w czasach zarazy

Author(s): Piotr Sztompka / Language(s): Polish Publication Year: 0

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Zmitologizowana wyobraźnia populistyczna, karnawałowy bunt i los liberalnej demokracji

Author(s): Jan Kubik / Language(s): Polish Publication Year: 0

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Feminizm stosowany. Bunt i tożsamość kobiet

Author(s): Małgorzata Fuszara / Language(s): Polish Publication Year: 0

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Съвременните предизвикателства пред кризисните комуникации на държавните институции в България

Author(s): Lyubomir Palev / Language(s): Bulgarian Publication Year: 0

The information and communication reality has evolved significantly over the past two decades. The changes that have occurred are due to the greatest extent to the development of information technologies and the ever-increasing ubiquity of the Internet, which has become the main field for sharing and receiving information, as well as a tool for conducting communications. There has arisen the inevitable need to adapt public relations to modern conditions. Despite the extraordinary opportunities that the “net” gives to PR to achieve its goals, there are numerous challenges that public relations has to deal with daily. These challenges, in turn, favor the emergence and development of crises. In Bulgaria, and not only, state institutions are prone to falling into crises. In this regard, the crisis communications of the state institutions in Bulgaria need the conduct of research that will lead to the practical development and increase of the effectiveness of the institutional PR.

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Пъблик рилейшънс и рисковете на „пълната прозрачност

Author(s): Maxim Behar / Language(s): Bulgarian Publication Year: 0

For the PR industry, the number one consequence is that PR experts need to be trained much better to be well prepared for any eventuality. Creativity, honesty, and accuracy remain just as essential as before, but brilliant preparation for crises that may strike at any time is of the utmost importance for the PR expert in the age of the social media revolution.

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Креативност и актуални тенденции във визуалното представяне онлайн на лондонските творчески квартали

Author(s): Maria Ivanova / Language(s): Bulgarian Publication Year: 0

In the conditions of globalization, digitalization, and hypervisualization in modern communications, a successful visual presentation online is key, and decisive for the development of any brand. Due to the importance of visual presentation online, the present study focuses on the design of creative neighborhood sites. When created with a high level of professionalism, the sites enable brands to be presented in a complete, complete, and comprehensive way, with the possibility of quick orientation in the contents distributed in sections and subsections. This makes them an indispensable platform for online communication and creative neighborhoods.

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Съвременни комуникационни аспекти на военния парад в България

Author(s): Nickolay Chadarov / Language(s): Bulgarian Publication Year: 0

The article is based on the methods of bibliographic thematic research, a content analysis of Bulgarian National TV station programs focused on their coverage of the 6th of May (Day of Bravery) in the last years, also a survey among military servicemen from the Bulgarian army focused on the image of the army made by the military parades. The report aims to show the modern communicative aspects of this special event in the army’s life; to clarify if the parades last 5 years show the real image of the armed forces or if this is a propaganda representation; but also to highlight the changes in this ritual, occurred after the pandemic.

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Възможни критерии за оценка на качественото списание

Author(s): Panayot Stefanov / Language(s): Bulgarian Publication Year: 0

The article examines existing concepts of quality journalism focused on print media. Its main assumption is that for the fair quality assessment of magazines, a more precise perspective and differentiation from hard news as the most researched journalistic form in terms of quality is needed. Based on the studied literature, the text proposes seven basic indicators to serve as the basis of a future methodology for measuring quality journalism in magazines.

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Доверие и политика: Изследване на общественото мнение в България през 2021 г.

Author(s): Plamena Papazova / Language(s): Bulgarian Publication Year: 0

The question of trust in politicians is complex and involves several factors, such as the history of the political system, the influence of the media, and people’s impressions. This report presents the results of an empirical study examining the topic of trust in the political image in Bulgaria, in the context of the 2021 elections. The study was conducted against the backdrop of the dynamic changes in the political scene in Bulgarian 2021. Within the year and with the measures implemented to restrict the COVID-19 pandemic, the country held three rounds of parliamentary elections and presidential elections. We witnessed the sudden rise of new political faces and the rapid decline of some of them. The method of the present study is a survey composed of 9 closed-ended questions. It was conducted from November 10, 2021, to December 10, 2021, and 402 people participated. The main goal of the research is to test how much trust voters have in politicians and how different external factors would affect that trust. The working hypothesis allows for respondents to have shaken trust in politicians, which has been confirmed. The results of the study can be used to formulate recommendations for political leaders and measures to increase people’s trust in politics.

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Интензивността на конкуренцията на видео стрийминг пазара и новите стратегически модели

Author(s): Tsvetelina Yakimova / Language(s): Bulgarian Publication Year: 0

In recent years, the video streaming market has grown rapidly, going through general diversification processes that inevitably intensify competition in the sector. The context of the dynamic environment imposes investments and flexibility in strategic innovation development both in terms of business plans and service functionalities, but also the content that each platform offers to attract potential or retain own subscribers in the fierce rivalry for every user.

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