Object

Title: “This Is How Science Works”: Rhetorical Aspects of Scientific Marketing ; „Tak dziala nauka”. Retoryczne aspekty naukowego marketingu

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Title:

“This Is How Science Works”: Rhetorical Aspects of Scientific Marketing  
„Tak dziala nauka”. Retoryczne aspekty naukowego marketingu

Group publication title:

Academic Journal of Modern Philology

Creator:

Pawinski, Paweł

Subject and Keywords:

scientific rhetoric   marketing science   marketing art   marketing communication   advertising   laws of marketing   image of marketing

Description:

Academic Journal of Modern Philology is a scientific journal oriented towards interdisciplinary studies. AJMP has been included in the register of journals published by The Polish Ministry of Science and Higher Education with 70 points awarded. The journal seeks original articles on linguistics with special focus on comparative studies, anthropological linguistics, science of cognition, social communication and literary studies. Since the founding of the journal in 2012, it has been our goal to foster the development of linguistic studies through an open exchange of ideas, while maintaining the highest standards of academic publishing. Contributions are subject to a double-blind peer reviews for authenticity, ethical issues and usefulness. The reviewing procedure is supervised by the International Advisory Board. The articles are published mainly in English, German, French and Polish. Academic Journal of Modern Philology is an open access journal published annually by the Committee for Philology of the Polish Academy of Sciences, Wrocław Branch and the College for Interdisciplinary Studies, University of Wrocław.  

Academic Journal of Modern Philology jest czasopismem naukowym wydawanym co roku przez Komisję Nauk Filologicznych Polskiej Akademii Nauk, oddział we Wrocławiu oraz Kolegium Międzyobszarowych Studiów Indywidualnych, Uniwersytet Wrocławski. Czasopismo znajduje się na liście czasopism punktowanych Ministerstwa Nauki i Szkolnictwa Wyższego (liczba przyznanych punktów: 70). Artykuły publikowane w AJMP poruszają tematykę związaną głównie z dziedziną nauk humanistycznych i społecznych obejmując obszary dyscyplin takich jak: językoznawstwo ogólne, historyczne, antropologiczne, literaturoznawstwo czy studia porównawcze. Każdy artykuł poddawany jest recenzji przez dwóch recenzentów. Recenzja przebiega anonimowo, tj. recenzenci nie znają tożsamości autora, natomiast autor nie zna tożsamości recenzenta. Artykuły publikowane są głównie w językach: angielskim, niemieckim, francuskim oraz polskim.

Abstract:

The article is an attempt to analyse the rhetorical ways of constructing the scientific qualities of three publications in the field of marketing communication: Scientific Advertising from 1923 (author: Claude C. Hopkins), 22 Immutable Laws of Marketing from 1994 (authors: Al Ries and Jack Trout), and How Brands Grow from 2010 (author: Byron Sharp). Scientific qualities of the general approach and specific findings are built primarily on the basis of the concept of marketing laws: exact, universal and unchanging principles/patterns (as reconstructed in the chapter What are the laws of marketing?), derived from a wide range of data and appropriate methodological procedures (What should marketing be based on?), ensuring business effectiveness for market entities (What are the effects of relying on the laws of marketing?). Authors define their perspective in opposition to the lack of empirical grounding of marketing principles and false premises they are derived from (What shouldn’t marketing be?). The approaches presenting marketing as a science are thus opposed to the alternative approaches, which are describing marketing (and in particular: advertising and the process of its creation) as an art.

Place of publishing:

Wrocław

Date issued:

2022

Resource Type:

text  
tekst

Detailed Type:

article  
artykuł

Identifier:

oai:repozytorium.uni.wroc.pl:135424   e-ISSN 2353-3218   ISSN 2299-7164

DOI:

doi:10.34616/ajmp.2022.15.20

Language:

pol

Abstract Language :

eng

Access rights:

Attribution, ShareAlike  
Uznanie autorstwa, Na tych samych warunkach

License:

Creative Commons - Attribution, ShareAlike (CC BY-SA 3.0)   click here to follow the link  
Creative Commons - Uznanie autorstwa, Na tych samych warunkach (CC BY-SA 3.0)   click here to follow the link

Location of original object:

College for Interdisciplinary Studies, University of Wrocław  
Kolegium Międzyobszarowych Studiów Indywidualnych, Uniwersytet Wrocławski

Autor opisu:

MPi

Object collections:

Last modified:

Nov 28, 2022

In our library since:

Oct 13, 2022

Number of object content hits:

10

Number of object content views in PDF format

11

All available object's versions:

https://www.repozytorium.uni.wroc.pl/publication/145011

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