Bohater wiarygodny w wybranych przekazach reklamowych największych banków w Polsce w czasie pierwszej fali pandemii COVID-19

Agnieszka Barczyk-Sitkowska

doi:10.18778/8331-218-7

The veracious character in selected advertising messages of the most significant banks in Poland during the first stage of the COVID-19 pandemic

Agnieszka Barczyk-Sitkowska

University of Łódź

https://orcid.org/0000-0002-1149-2317 (unauthenticated)

Publication:

The phenomena of propaganda and manipulation in the press, radio, television, and internet. Volume II

Series: Communication and Media

Pages: 9-28

DOI: https://doi.org/10.18778/8331-218-7.02

Keywords: propaganda, manipulation, fake news, disinformation

Published: 26 September 2023

Categories: Polish philology, Open Access

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Book (Polish)

The COVID-19 pandemic has affected advertising communication. One of its effects was a clear reference to the new situation in the content of advertising messages, which can be observed, among others, in banks’ advertisements. In uncertain times the veracity of the message has become particularly important. It consists of, among others, the veracious character. The aim of this article is to characterize the functioning of this type of character in advertising messages of 10 the most significant banks in Poland, which were published on their YouTube channels during the first stage of the pandemic.

License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Barczyk-Sitkowska, A. (2023). The veracious character in selected advertising messages of the most significant banks in Poland during the first stage of the COVID-19 pandemic. In P. Czarnek-Wnuk & Z. Nacewska (Eds.), & (Ed.), The phenomena of propaganda and manipulation in the press, radio, television, and internet. Volume II (pp. 9-28). Lodz University Press. https://doi.org/10.18778/8331-218-7.02

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