The book deals with the problems of media communication and its formation in the Slovak Republic in and after 1993. It focuses on the social function of the media in the sense of journalistic communication. The authors also address the problems of gender stereotypes presented through social networks and advertising in all kinds of media in Slovakia and abroad. This book also explores the question of forming a theoretical basis for the creation of mass media communication (print media, film, photography, literature, works in marketing communication, books). This book does not elaborate on all problems of the mass media in the Slovak Republic, but it attempts to examine the key issues.
2 The Issue of Syncretism of Mass Media and Artistic Communication
(Usage of Elements of Visual Art in Advertising as Mass Media)
Advertising as a paid form of mass media activity creates among all instruments of marketing communication the broadest sphere for application of artistic elements. When choosing communication, strategy based on addressing customers through artistic types and genres, sufficient knowledge of requirements, attitudes and behavior of consumers play an important role. Significant differences among consumers influenced by cultural, social, personal and psychological factors are reflected on the way of perceiving and processing of stimuli transmitting by marketing environment of a company.
If the company decides to build its marketing and advertising communication on artistic elements it definitely should take customer profile into consideration and on its base decide which genres and procedures will be the most suitable and effective in the case given. The starting point is to answer the question how consumers will react on various communication stimuli (they may react on the same stimulus differently and various reactions may have the same cause of the stimuli).
2.1 Conditions for Syncretism of Mass Media and Artistic Communication
Despite the fact that the message of advertising and art is different (primary function of advertising is selling of goods or services while in art it is informative and aesthetic function), means for achieving the goal may be similar; they may effectively complement each other and lead to satisfying the needs and requirements of client, creator and consumer. Conditions for effective and efficient syncretism...
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