Strategia stylizacji kulturowej w reklamie a procesy glokalizacji

Abstract

Advertising is described as info-persuasion (Adam, Bonhomme 1997), meaning a peculiar connection of information and persuasion (Kwarciak 1999). Among the strategies of gaining consumers, with the acceptance of both elements of advertising, there appear various modes of expression. One of the most relevant modes is the cultural mode of expression (Camm 2010). One allows the creators of advertisements to use an unlimited number of possibilities and play with a wide scope of works of art and literature. One reveals a range of connotations/ associations and references which may be used. The creators of advertisements may take advantage of works of world art, national and regional culture, e.g. the advertisement of the washing powder Pollena 2000 or Kujawski Oil. Aniela Dylus (2005) writes about the complexity of adaptive processes, which take into consideration linking of what is local in nature with things that are global in nature. What he mentions is: indigenization (making something local, e.g. the jam Bonne Maman), creolization (e.g. patchwork promoting Portugal) and hybridization (the advertisement of the Scottish whiskey William Lawson).