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@inproceedings{404658, author = {Binka, Bohuslav}, address = {Brno}, booktitle = {The Development of Economic Science and its Practical Applications}, keywords = {interpersonal communication; semantic analyses}, language = {eng}, location = {Brno}, isbn = {80-210-2897-1}, pages = {7-18}, publisher = {Ekonomicko-správní fakulta Masarykovy univerzity}, title = {Behavioral and Semantic Analyses}, year = {2002} }
TY - JOUR ID - 404658 AU - Binka, Bohuslav PY - 2002 TI - Behavioral and Semantic Analyses PB - Ekonomicko-správní fakulta Masarykovy univerzity CY - Brno SN - 8021028971 KW - interpersonal communication KW - semantic analyses N2 - 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. ER -
BINKA, Bohuslav. Behavioral and Semantic Analyses. In \textit{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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