Behavioral and Semantic Analyses

BINKA, Bohuslav. Behavioral and Semantic Analyses. In The Development of Economic Science and its Practical Applications. Brno: Ekonomicko-správní fakulta Masarykovy univerzity, 2002, p. 7-18, 11 pp. ISBN 80-210-2897-1.

Basic information

Original name

Behavioral and Semantic Analyses

Authors

BINKA, Bohuslav (203 Czech Republic, guarantor)

Edition

Brno, The Development of Economic Science and its Practical Applications, p. 7-18, 11 pp. 2002

Publisher

Ekonomicko-správní fakulta Masarykovy univerzity

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Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50200 5.2 Economics and Business

Country of publisher

Denmark

Confidentiality degree

není předmětem státního či obchodního tajemství

RIV identification code

RIV/00216224:14560/02:00006275

Organization unit

Faculty of Economics and Administration

ISBN

80-210-2897-1

Keywords in English

interpersonal communication; semantic analyses

Tags

interpersonal communication, semantic analyses

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Abstract

V originále

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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Links

GA402/00/0368, research and development project

Name: Multifaktorová analýza úspěšnosti podniku Investor: Czech Science Foundation, Multi-factor analysis of company successfulness