Teorie reklamy

Abstrakt

Theories of advertising

Advertising is a relatively fresh theoretical subject, as well as a rather young phenomenon, therefore the development of its theory is a new area of research for many scientists from around the world. This article presents some approaches to advertising as a theoretical problem as an attempt to formulate the theory of advertising, establish definitions and terms within this theory, form its schemes and models, reconstruct the problem of theory vs. practice in advertising; create the classification of advertising and its theories, as well as place it in relation to other theories or fields of science. This article particularly focuses on the social function of advertising by presenting relevant existing theories which are broadening the scientific reflection on advertising in its social, cultural and communication perspective.