Očenáš, Ivan, 1963-

Persuazívnosť a manipulatívnosť v reklame na bankové produkty / Ivan Očenáš. -- The paper deals with persuasion and manipulation in audio visual advertising for bank products. It is written within the project VEGA MŠVVŠ SR number 1/0179/15 Manipulative and Communicative Conceptions in Persuasive Slovak and Croatian Media Discourses. Bank products advertising under research applies basic rules of persuasion with typical manipulation features defined by Robert Cialdini. Content and form of advertising spots is characteristic with humorous form and entertaining orientation on the one hand and informatory as well as clarifying attribute on the other hand

In Kulturowe konteksty języka Benenowska, Iwona. -- Szczecin : Volumina.pl Daniel Krzanowski, 2016. -- 345 s.. -- ISBN ISBN 978-83-7867-353-8. -- S. 207-213