Behavioral and Semantic Analyses
| Autoři | |
|---|---|
| Rok publikování | 2002 |
| Druh | Článek ve sborníku |
| Konference | The Development of Economic Science and its Practical Applications |
| Fakulta / Pracoviště MU | |
| Citace | |
| Obor | Ekonomie |
| Klíčová slova | interpersonal communication; semantic analyses |
| Popis | This study analyzes discurse type in advertising campaign of Benetton and Philip Morris. First part of the work deals with methodology and presents two basic kinds of methodology in advertisement - behavioral and semantic. Second part tries - by joinning practical research - to answer two fundamental questions: which methodology is superior according to our problem and in which range we can use it. The conclusions the author hase come in to the first and second parts of this work are sipmle - the most optimal method combines both methodologies - behavioral and semantic. |
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