Download training and educational aspect of the advertising

TRAINING AND EDUCATIONAL ASPECT OF THE ADVERTISING
IN THE PECEPTION OF FUTURE MARKETING EXPERTS
Györgyi Janková
Department of Mass Media Communication and Advertisement, Faculty of Arts
Constantine the Philosopher University, Slovakia
[email protected]
Edita Štrbová
Department of Mass Media Communication and Advertisement, Faculty of Arts
Constantine the Philosopher University, Slovakia
[email protected]
ABSTRACT
From the perspective of training and education the influence of media and marketing
communication has its consequence at the social and psychological level, whereby the direct
and indirect influence of the environment on human development was proven at the level of
paradigm. In several of our previous research projects we focused on the advancement of
contemporary theory of social responsibility to the level of social responsibility of marketing
communicates, which in addition to the initial commercial purposes support also the personal
development of the recipient of communication.
In the presented study we focus on the analysis of perception of this issue by future creators
of adverfacts and marketing experts. From the educational perspective we identify two core
areas of the socially responsible education by means of communicates (1) and commercial
education by means of adverfacts (2), which we interconnect with the revised Bloom
taxonomy. The pedagogical and socialization aspect of adverfacts are interconnected with the
KESMAK model, whereby the adverfact is considered as the situation creating the object of
indirect education in the form of creatogenic environment. These theoretical assumptions are
confronted with the results of content analysis of collages of marketing communication
students, which were created on the topic „Educational advertising”.
By mapping the effects of educational elements in marketing communicates we monitored the
impact of existing communicates on the reactions and attitudes of the target groups. Results of
this research confirm the effectiveness of the initial educational intent in communicates only
partially. Completing our analysis with the views of authors of these communicates provides
the more complex view on this issue, streamlines our recommendations for creation of
adverfacts emphasizing the training and education, and for the elaboration and production of
marketing communicates with the educational content within the commercial sphere.
Keywords: Training in advertising. Education in advertising. Social responsibility. Creation
of educative advertising.