Controversy over Traditional Research on Advertising and its Message

Anna Ryłko-Kurpiewska

Pełny tekst artykułu English version of the article

The article shows research results concerning studies on the specificity of the advertised message. The presented theories deal with the historyof research work on communication in advertising, which has been interpreted repeatedly by means of applying the traditional model of the linguist Roman Jakobson. The research work of the linguists, which verifies research work results to date and indicates new trends of analysis of discursive forms, have confirmed that Jakobson's model is not adequate in the context of research work on certain forms of messages. These theories also throw new light on the analysis of messages transmitted through the mass media, including advertising.

KEYWORDS

communication in advertising, the sender, the receiver, the context