La început a fost cuvântul: publicitatea în România postcomunistă : 1990-1995
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | Romanian |
| Veröffentlicht: |
Cluj-Napoca
Argonaut
2020
Cluj-Napoca Limes |
| Schriftenreihe: | Seria Istorie, documente, mărturi
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Literaturverzeichnis |
| Beschreibung: | 211 Seiten Illustrationen, Porträts |
| ISBN: | 9789731097695 9786067991710 |
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Datensatz im Suchindex
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| adam_text | CUPRINS INTRODUCERE...........................................................................................................9 I. PUBLICITATEA. O PERSPECTIVĂ ISTORICĂ......................................... 15 1.1. începuturile.....................................................................................15 1.2. Revoluţia industrială şi publicitatea.............................................. 17 1.3. Revoluţiile publicitare: creatori de publicitate şi agenţii de publicitate............................................................................................... 24 1.4.Publicitatea în România Modernă (1800-1948).............................56 1.4.a. Secolul al XIX-lea........................................................................ 56 1.4.b. în România interbelică.............................................................. 68 1.4.c. Presă şi propagandă în regimul comunist................................ 72 1.4.d. Noile frontiere.Fenomenul publicitar în lumea contemporană..................................................................................... 80 II. CĂDEREA COMUNISMULUI ŞI DESCHIDEREA UNEI NOI ERE ÎN PUBLICITATEA ROMÂNEASCĂ........................................................................ 85 11.1. Miracolul căderii comunismului şi primii paşi în publicitate... 85 11.2. Publicitatea şi modelarea noii Românii........................................86 11.2.1. Descoperirea afacerilor............................................................ 86 11.2.2. Maşină din
Occident..................................................................89 11.2.3. Fără prejudecăţi........................................................................ 92 11.2.4. Haine din Vest........................................................................... 95 11.2.5. Ţigările şi alcoolul un profit sigur.......................................... 98 11.2.6. Televizoare color.................................................................... 100 11.2.7. Computerul şi miza performanţelor..................................... 104
6 II.2.8. IT-ul şi înalta performanţă............................................. 106 II.2.9.1992 şi maturizarea afecerilor. Industria auto.................. 108 11.2.10. Noile companii................................................................ 112 11.2.11. Brandurile de succes ale Vestului în România.................114 11.2.12.Pepsi.................................................................................117 11.2.13. Afaceri şi politică.............................................................118 11.2.14. Filme şi industrie.............................................................121 11.2.15. Autoturismul................................................ 123 II. 2.16. Samsung, Philips, Panasonic...........................................125 II. 2.17. Invitaţii la călătorie cu avionul..........................................127 II. 2.18. CASIO...........................................................................129 II. 2.19. Industria farmaceutică.................................................. 130 II. 2.20. Telefonie şi Xerox...........................................................131 II.2.21.1993 şi 1994 - anii diversităţii....................................... 133 11.2.22. Zboruri spre lumea liberă: Taromul................................134 11.2.23. Autohtonizarea industriei de autoturisme...................... 136 111.2.24. îmbogăţirea peste noapte.............................................. 140 111.2.25. Se întâmplă şi lucruri serioase : parfum şi „Antene”......143 11.2.26. Autoturismul domină preferinţa românilor.....................146
11.2.27. Electronica crează confort.............................................. 154 11:2.28. Bănci şi capitalism.......................................................... 157 III. PUBLICITATEA ŞI NAŞTEREA ROMÂNIEI POSTCOMUNISTE....161 111.1. Premise sentimentale................... 161 111.2. Premise politice..................................................................... 162 111.3. Publicitatea induce românilor o nouă sensibilitate................ 164 111.4. De la modele mentale de publicitate la schimbări mentale.... 169 111.5. Românii la mijlocul anilor 90: opţiuni culturale, repere mentale............................................................................... 174
7 CONCLUZII....................................................................................................... 183 SURSELE ICONOGRAFIEI LUCRĂRII........................................................ 184 BIBLIOGRAFIE GENERALĂ......................................................................... 191 BIBLIOGRAFIE DIGITALĂ........................................................................... 213
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CUPRINS INTRODUCERE.9 I. PUBLICITATEA. O PERSPECTIVĂ ISTORICĂ. 15 1.1. începuturile.15 1.2. Revoluţia industrială şi publicitatea. 17 1.3. Revoluţiile publicitare: creatori de publicitate şi agenţii de publicitate. 24 1.4.Publicitatea în România Modernă (1800-1948).56 1.4.a. Secolul al XIX-lea. 56 1.4.b. în România interbelică. 68 1.4.c. Presă şi propagandă în regimul comunist. 72 1.4.d. Noile frontiere.Fenomenul publicitar în lumea contemporană. 80 II. CĂDEREA COMUNISMULUI ŞI DESCHIDEREA UNEI NOI ERE ÎN PUBLICITATEA ROMÂNEASCĂ. 85 11.1. Miracolul căderii comunismului şi primii paşi în publicitate. 85 11.2. Publicitatea şi modelarea noii Românii.86 11.2.1. Descoperirea afacerilor. 86 11.2.2. Maşină din
Occident.89 11.2.3. Fără prejudecăţi. 92 11.2.4. Haine din Vest. 95 11.2.5. Ţigările şi alcoolul un profit sigur. 98 11.2.6. Televizoare color. 100 11.2.7. Computerul şi miza performanţelor. 104
6 II.2.8. IT-ul şi înalta performanţă. 106 II.2.9.1992 şi maturizarea afecerilor. Industria auto. 108 11.2.10. Noile companii. 112 11.2.11. Brandurile de succes ale Vestului în România.114 11.2.12.Pepsi.117 11.2.13. Afaceri şi politică.118 11.2.14. Filme şi industrie.121 11.2.15. Autoturismul. 123 II. 2.16. Samsung, Philips, Panasonic.125 II. 2.17. Invitaţii la călătorie cu avionul.127 II. 2.18. CASIO.129 II. 2.19. Industria farmaceutică. 130 II. 2.20. Telefonie şi Xerox.131 II.2.21.1993 şi 1994 - anii diversităţii. 133 11.2.22. Zboruri spre lumea liberă: Taromul.134 11.2.23. Autohtonizarea industriei de autoturisme. 136 111.2.24. îmbogăţirea peste noapte. 140 111.2.25. Se întâmplă şi lucruri serioase : parfum şi „Antene”.143 11.2.26. Autoturismul domină preferinţa românilor.146
11.2.27. Electronica crează confort. 154 11:2.28. Bănci şi capitalism. 157 III. PUBLICITATEA ŞI NAŞTEREA ROMÂNIEI POSTCOMUNISTE.161 111.1. Premise sentimentale. 161 111.2. Premise politice. 162 111.3. Publicitatea induce românilor o nouă sensibilitate. 164 111.4. De la modele mentale de publicitate la schimbări mentale. 169 111.5. Românii la mijlocul anilor '90: opţiuni culturale, repere mentale. 174
7 CONCLUZII. 183 SURSELE ICONOGRAFIEI LUCRĂRII. 184 BIBLIOGRAFIE GENERALĂ. 191 BIBLIOGRAFIE DIGITALĂ. 213
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| title | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 |
| title_auth | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 |
| title_exact_search | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 |
| title_exact_search_txtP | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 |
| title_full | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 Corneliu Cezar Sigmirean |
| title_fullStr | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 Corneliu Cezar Sigmirean |
| title_full_unstemmed | La început a fost cuvântul publicitatea în România postcomunistă : 1990-1995 Corneliu Cezar Sigmirean |
| title_short | La început a fost cuvântul |
| title_sort | la inceput a fost cuvantul publicitatea in romania postcomunista 1990 1995 |
| title_sub | publicitatea în România postcomunistă : 1990-1995 |
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| topic_facet | Postkommunismus Publizistik Rumänien |
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