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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.