Behavioral and Semantic Analyses

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Authors

BINKA Bohuslav

Year of publication 2002
Type Article in Proceedings
Conference The Development of Economic Science and its Practical Applications
MU Faculty or unit

Faculty of Economics and Administration

Citation
Field Economy
Keywords interpersonal communication; semantic analyses
Description 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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