Empirical research on the functions of audiovisual advertising from the perspective of recipients — students of the Journalism and Social Communication Faculty at the University of Łódź


  • Agnieszka Barczyk-Sitkowska University of Łódź
  • Mateusz Krzekotowski University of Łódź




commercial, TV spot, function, advertainment


In current research on the subject, three dominant functions of advertising can be pointed out. These are: to inform, to persuade or to remind a recipient about the product. However, watching modern commercials in the media evokes a question about this typology being sufficient enough to cover the full spectrum of the commercial industry. The main goal of the article is to test the attitudes towards commercials in students in their junior year of the Journalism and Social Communication degree at the University of Łodź. This probe is exceptionally valuable, since many of these people in years to come will become involved in creating this type of broadcast by graduating with a “Advertising, Design and Visual Communication” major at our university. The experiment has been divided into three tiers, showing different types of TV spots in two of them. Doing this has enabled us to answer the question if watching these types of broadcasts can influence the attitude towards commercials and its functions on viewers.

Author Biographies

Agnieszka Barczyk-Sitkowska, University of Łódź

Agnieszka Barczyk-Sitkowska, PhD, is an assistant professor at the Journalism and Social Communication Faculty of the University of Łódź, Poland. She graduated in Journalism and Social Communication and Culture Studies (specialty: film stud- ies) at the mentioned university. She is Director-in-chief of the Eksperymentalne Laboratorium Reklamy UŁ. Interests: television and its genres, TV advertising, multicodes of audiovisual art.

Mateusz Krzekotowski, University of Łódź

Mateusz Krzekotowski, MA, is a PhD candidate at the University of Łódź, Poland, Journalism and Social Communications Major (UŁ), Computer Graphics and Multimedia Techniques graduate (PŁ). Interested in contemporary Japanese and American culture, camp sensibility and video games.


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How to Cite

Barczyk-Sitkowska, A., & Krzekotowski, M. (2019). Empirical research on the functions of audiovisual advertising from the perspective of recipients — students of the Journalism and Social Communication Faculty at the University of Łódź . Central European Journal of Communication, 12(1(22), 44-61. https://doi.org/10.19195/1899-5101.12.1(22).3



Scientific Papers