•  
  •  
 

Acta Universitatis Lodziensis Folia Litteraria Polonica

Abstract

The article entitled “Strategies for organising the attention of receivers in e-mail marketing” discusses issues within social communication, more specifically e-mail advertising communication. In it, I consider the intention to draw the attention of receivers as the major element of said type of communication. The creators of advertisements utilise various methods for presenting their offers, as, in the light of market research, e-mail communication still holds a high significance in marketing. E-mail inboxes are often filled with advertising messages. Users easily identify some of those as advertising messages, and remove them without engaging their attention resources. Other, however, require more careful consideration as they do not reveal their commercial provenance, or even force users to open them. In order to discover the communication-based mechanisms which lay at the foundation of the influence on the receiver, I conducted a study of the material that I collected within a period of 2 years; there I analysed only those elements of an e-mail visible to receivers prior to clicking on a message. Eventually, I extracted 300 examples indicating the applications of the strategies discussed in the article, one of which is based on the intention to highlight an offer among other messages, while the other is aimed at concealing the marketing dimension of an offer. The assumed perspective of this communication-based study was explained by a description of an interdisciplinary nature: I discuss each strategy from the perspective of a linguist, I propose explanations of the mechanisms of their operation based on the knowledge regarding selected psychological mechanisms, and I indicated the operating tactics utilised within each strategy. The significance of the study was emphasised by the fact that a conscious and intentional concealment of the purpose of an e-mail constitutes an instrumental approach to receivers. Therefore, the application by the senders of advertising messages of the discussed strategies raises justified ethical doubts, and demands further research consideration, which might lead to legislative solutions.

Keywords

social communication, receiver’s attention, advertising, e-mail marketing, genre homotopia, figure-ground concept

References

Awdiejew A., “Sytuacja komunikacyjna w procesie ideacji”, in: “Sytuacja komunikacyjna i jej parametry. Sytuacje – komunikacja – konteksty”, G. Sawicka (ed.), Wydawnictwo Uniwersytetu Kazimierza Wielkiego, Bydgoszcz 2010, pp. 15–23.

Camm S., “O mechanizmach homotypii gatunkowej”, in: “Komunikacja wizualna w przestrzeni społecznej”, A. Obrębska (ed.), Primum Verbum, Lodz 2009, pp. 111–139.

Ching Biu Tse A., Lee R.P.W., “Zapping Behaviour during Commercial Breaks”, Journal of Advertising Research 2001, Issue 41 (3), pp. 25–29.

Dutko M., “Copywriting internetowy”, PWN, Warsaw 2010.

Falkowski A., Tyszka T., “Psychologia zachowań konsumenckich”, Gdańskie Wydawnictwo Psychologiczne, Gdansk 2009, pp. 15–45.

Heath R., “Seducing the Subconscious. The Psychology of Emotional Influence in Advertising”, Wiley-Blackwell, Chichester 2012.

Howard D.J., Gengler Ch., Jain A., “What is in a Name? A Complimentary Means of Persuasion”, Journal of Consumer Research 1995, Issue 22 (2), pp. 200–211.

Loewenstein G., “The Psychology of Curiosity: A Review and Interpretation“, Psychological Bulletin 1994, Issue 116 (1), pp. 75–98.

Obrębska A., “Reklama jako komunikacyjny kameleon”, in: “Dyskursy komunikacji medialnej”, A. Filipczak-Białkowska (ed.), Primum Verbum, Lodz 2011, pp. 82–92.

Radicati S., Levenstein J., “Email Statistics Report, 2013–2017”, http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf [accessed on: 15.12.2016].

Sengupta J., Goodstein R.C., Boninger D.S., “All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-involvement Conditions”, Journal Of Consumer Research 1997, Issue 23, pp. 351–352.

Shinn-Cunningham B.G., “Object based auditory and visual attention”, Trends in Cognitive Sciences 2008, Issue 12, pp. 182–186.

Wilkie W.L., “Consumer Behaviour”, Willey, New York 1994.

Wrycza-Bekier J., “Webwriting”, Helion, Gliwice 2010.

First Page

157

Last Page

169

Language

eng

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.