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.
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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
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50200 5.2 Economics and Business
Country of publisher Denmark
Confidentiality degree is not subject to a state or trade secret
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
Changed by Changed by: doc. Mgr. Bohuslav Binka, Ph.D., učo 6956. Changed: 11/2/2008 08:17.
Abstract
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.
Links
GA402/00/0368, research and development projectName: Multifaktorová analýza úspěšnosti podniku
Investor: Czech Science Foundation, Multi-factor analysis of company successfulness
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