Animizacja w komunikacji marketingowej marek – wyniki analizy zawartości przekazów reklamowych

Karpinska-Krakowiak, Malgorzata

dc.contributor.author	Karpinska-Krakowiak, Malgorzata
dc.contributor.editor	Domański, Tomasz
dc.date.accessioned	2021-06-15T06:24:42Z
dc.date.available	2021-06-15T06:24:42Z
dc.date.issued	2020
dc.identifier.citation	Karpińska-Krakowiak M., Animizacja w komunikacji marketingowej marek – wyniki analizy zawartości przekazów reklamowych, [w:] Strategie budowania marki i rozwoju handlu. Nowe trendy i wyzwania dla marketingu, T. Domański (red.), Uniwersytet Łódzki–Polskie Wydawnictwo Ekonomiczne S.A., Łódź–Warszawa 2020, https://doi.org/10.18778/8142-903-0.02	pl_PL
dc.identifier.isbn	978-83-8142-903-0
dc.identifier.uri	http://hdl.handle.net/11089/36213
dc.description.abstract	Celem zaprezentowanych w niniejszym tekście badań była konceptualizacja animizacji oraz wskazówek animizacyjnych, a następnie oszacowanie częstotliwości stosowania tych zabiegów narracyjnych w przekazach reklamowych. Badania przeprowadzono, opierając się na metodzie analizy zawartości przekazu i przeanalizowano łącznie 159 filmów reklamowych wyprodukowanych przez 122 marki. Wyniki mogą być przydatne nie tylko dla naukowców, lecz także dla przedsiębiorców dążących do stosowania animizacji w swoich reklamach.	pl_PL
dc.description.abstract	The idea behind the current study was to conceptualize animistic techniques and to estimate how frequently they are used nowadays in advertising messages. In an attempt to reach this goal, content analysis was performed and 159 advertising films (produced by 122 brands) were analyzed. The results provide important implications not only to scholars, but also to marketing practitioners.	pl_PL
dc.language.iso	pl	pl_PL
dc.publisher	Wydawnictwo Uniwersytetu Łódzkiego	pl_PL
dc.relation.ispartof	Strategie budowania marki i rozwoju handlu. Nowe trendy i wyzwania dla marketingu;
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/	*
dc.subject	animizacja	pl_PL
dc.subject	reklama	pl_PL
dc.subject	zarządzanie marką	pl_PL
dc.title	Animizacja w komunikacji marketingowej marek – wyniki analizy zawartości przekazów reklamowych	pl_PL
dc.type	Book chapter	pl_PL
dc.page.number	15-29	pl_PL
dc.contributor.authorAffiliation	Uniwersytet Łódzki, Wydział Studiów Międzynarodowych i Politologicznych, Katedra Marketingu Międzynarodowego i Dystrybucji	pl_PL
dc.identifier.eisbn	978-83-8142-904-7
dc.references	Aggarwal P., The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior, „Journal of Consumer Research”, 2004, 31, s. 87–101.	pl_PL
dc.references	Aggarwal P., McGill A.L., When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism, „Journal of Consumer Research”, 2012, 39(2), s. 307–323.	pl_PL
dc.references	Aggarwal P., McGill A.L., Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products, „Journal of Consumer Research”, 2007, 34(4), s. 468–479.	pl_PL
dc.references	Argo J., Dahl D., Manchanda R., The Influence of a Mere Social Presence in a Retail Context, „Journal of Consumer Research”, 2005, 32(2), s. 207–212.	pl_PL
dc.references	Avis M., Anthropomorphism and Animism Theory in Branding, „Asia-Pacific Advances in Consumer Research”, 2011, 9, s. 313–319.	pl_PL
dc.references	Bressler E.R., Balshine T., The influence of humor on desirability, „Evolution and Human Behavior”, 2006, 27, s. 29–39.	pl_PL
dc.references	Bullock M., Animism in childhood thinking: a new look at an old question, „Developmental Psychology”, 1985, 21, s. 217–225.	pl_PL
dc.references	Caillois R., Gry i ludzie, Oficyna Wydawnicza Volumen, Warszawa 1997.	pl_PL
dc.references	Dahl D., Manchanda R., Argo J., Embarrassment in Consumer Purchase: The Roles of Social Presence and Purchase Familiarity, „Journal of Consumer Research”, 2001, 28(3), s. 473–481.	pl_PL
dc.references	De Bondt C., Van Kerckhove A., Geuens M., Look at that body! How anthropomorphic package shapes systematically appeal to consumers, „International Journal of Advertising”, 2018, DOI: 10.1080/02650487.2018.1470919.	pl_PL
dc.references	Delbaere M., McQuarrie E., Phillips B., Personification in Advertising: Using a Visual Metaphor to Trigger Anthropomorphism, „Journal of Advertising”, 2011, 40, s. 121–130.	pl_PL
dc.references	Epley N., Waytz A., Cacioppo J., On Seeing Human: A Three-Factor Theory of Anthropomorphism, „Psychological Review”, 2007, 114(4), s. 864–886.	pl_PL
dc.references	Fog K., Budtz C., Munch P., Blanchette S., Storytelling – narracja w reklamie i biznesie, Saatchi & Saatchi, Warszawa 2013.	pl_PL
dc.references	Fournier S., Consumers and their brands: Developing relationship theory in consumer research, „Journal of Consumer Research”, 1998, 24(3), s. 343–373.	pl_PL
dc.references	Gefen D., Straub D., Consumer Trust in B2C e-Commerce and the Importance of Social Presence: Experiments in e-Products and e-Services, „Omega”, 2004, 32(6), s. 407–424.	pl_PL
dc.references	Goodwin R., Sex differences among partner preferences: Are the sexes really very similar?, „Sex Roles”, 1990, 23, s. 501–513.	pl_PL
dc.references	Graham S., Poulin-Dubois D., Infants’ Reliance on Shape to Generalize Novel Labels to Animate and Inanimate Objects, „Journal of Child Language”, 1999, 26(2), s. 295–320.	pl_PL
dc.references	Greengross G., Miller G., Humor ability reveals intelligence, predicts mating success, and is higher in males, „Intelligence”, 2011, 39, s. 188–192.	pl_PL
dc.references	Guthrie S., Faces in the clouds, Oxford University Press, 1993.	pl_PL
dc.references	Guthrie S., Bottles are men, glasses are women: religion, gender, and secular objects, „Material Religion”, 2007, 3(1), s. 14–33.	pl_PL
dc.references	Harari Y.N., Od zwierząt do bogów. Krótka historia ludzkości, PWN, Warszawa 2016.	pl_PL
dc.references	Huizinga J., Homo ludens. Zabawa jako źródło kultury, Wydawnictwo Czytelnik, Warszawa 1985.	pl_PL
dc.references	Inagaki K., Sugiyama K., Attributing human characteristics: developmental changes in over- and underattribution, „Cognitive Development”, 1988, 3, s. 55–70.	pl_PL
dc.references	Karpińska-Krakowiak M., Gry rzeczywistości alternatywnej (ARG) w promocji marek – praktyka, wyzwania i efektywność, [w:] Determinanty i efekty współczesnej aktywności marketingowej, red. J. Wiażewicz, A. Zielińska, Wydawnictwo Politechniki Rzeszowskiej, Rzeszów 2015, s. 87–96.	pl_PL
dc.references	Karpińska-Krakowiak M., Kapitał marki w mediach społecznościowych – perspektywa konsumenta, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2019.	pl_PL
dc.references	Krippendorff K., Content analysis – An introduction to its methodology, Sage, Londyn 2013.	pl_PL
dc.references	Linacre J.M., What do infit and outfit, mean-square and standardized mean?, „Rasch Measurement Transactions”, 2002, 16, s. 878.	pl_PL
dc.references	Linacre J.M., Rasch dichotomous model vs. one-parameter logistic model, „Rasch Measurement Transactions”, 2005, 19, s. 1032.	pl_PL
dc.references	Lundy D., Tan J., Cunningham M., Heterosexual romantic preferences: The importance of humor and physical attractiveness for different types of relationships, „Personal Relationships”, 1998, 5, s. 311–325.	pl_PL
dc.references	Maeng A., Aggarwal P., Facing Dominance: Anthropomorphism and the Effect of Product Face Ratio on Consumer Preference, „Journal of Consumer Research”, 2017, 44(5), s. 1104–1122.	pl_PL
dc.references	McCracken G., Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods, „Journal of Consumer Research”, 1986, 13, s. 71–84.	pl_PL
dc.references	McDonald L., Stuart-Hamilton I., The Meaning of Life: Animism in the Classificatory Skills of Older Adults, „International Journal of Aging and Human Development”, 2000, 51(3), s. 231–242.	pl_PL
dc.references	Merchant A., Ford J., Sargeant A., Charitable organizations’ storytelling influence on donors’ emotions and intentions, „Journal of Business Research”, 2010, 63, s. 754–762.	pl_PL
dc.references	Miller G., Sexual selection for indicators of intelligence, [w:] The nature of intelligence, red. G. Bock, J. Goode, K. Webb, Novartis Foundation Symposium 233, Wiley, Chichester 2000, s. 260–275.	pl_PL
dc.references	Morewedge C., Preston J., Wegner D., Timescale Anthropomorphism in the Attribution of Mind, [working paper], Harvard University, Boston 2004.	pl_PL
dc.references	Parry R., Stuart-Hamilton I., Animism begins at forty: evidence that animism and other naive beliefs are established before the onset of old age, „Educational Gerontology”, 2010, 36, s. 1043–1050.	pl_PL
dc.references	Piaget J., The Child’s Conception of the World, Harcourt Brace, Nowy Jork 1929.	pl_PL
dc.references	Piaget J., The Child’s Conception of the World, Routledge and Kegan Paul, Londyn 1951.	pl_PL
dc.references	Puzakova M., Aggarwal P., Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism, „Journal of Consumer Research”, 2018, na podstawie: https://doi.org/10.1093/jcr/ucy035 (dostęp: 29.01.2019).	pl_PL
dc.references	Puzakova M., Kwak H., Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences, „Journal of Marketing”, 2017, 81(6), s. 99–115.	pl_PL
dc.references	Puzakova M., Kwak H., Rocereto J., Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands, „Advances in Consumer Research”, 2009, 36, s. 413–419.	pl_PL
dc.references	Schroll R., Schnurr B., Grewal D., Humanizing Products with Handwritten Typefaces, „Journal of Consumer Research”, 2018, na podstawie: https://doi.org/10.1093/jcr/ucy014 (dostęp: 11.02.2019).	pl_PL
dc.references	Solomon M., Consumer Behavior. Buying, Having and Being, Pearson Education, Harlow 2018.	pl_PL
dc.references	Sprecher S., Regan P., Liking some things (in some people) more than others: Partner preferences in romantic relationships and friendships, „Journal of Social and Personal Relationships”, 2002, 19, s. 463–481.	pl_PL
dc.references	Tremoulet P., Feldman J., Perception of Animacy from the Motion of a Single Object, „Perception”, 2000, 29(8), s. 943–951.	pl_PL
dc.references	Wasilewski J., Opowieści o Polsce – retoryka narracji, Headmade, Warszawa 2012.	pl_PL
dc.references	Wells W.D., Lectures and dramas, [w:] Cognitive and affective responses to advertising, red. P. Cafferata, A.M. Tybout, s. 13–20, Lexington 1989.	pl_PL
dc.references	Willerslev R., Not animal, not not-animal: hunting, imitation and empathetic knowledge among the Siberian Yukaghirs, „Journal of the Royal Anthropological Institute”, 2004, 10(3), s. 629–652.	pl_PL
dc.references	Woodside A.G., Chebat J.C., Updating Heider’s balance theory in consumer behavior: a Jewish couple buys a German car and additional buying–consuming transformation stories, „Psychology & Marketing”, 2001, 18(5), s. 475–495.	pl_PL
dc.references	Woodside A.G., Sood S., Miller K., When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing, „Psychology & Marketing”, 2008, 25(2), s. 97–145.	pl_PL
dc.identifier.doi	10.18778/8142-903-0.02