{"id":{"repo_id":"vilnius","oai_identifier":"oai:vu.lt:elaba:1955708"},"canonical_url":"https://search.dev.ndltd.org/etd/vilnius/oai:vu.lt:elaba:1955708","repository":{"repo_id":"vilnius","name":"Vilnius University","base_url":"https://epublications.vu.lt/oai"},"display":{"title":"Šokiruojamosios reklamos retorika /","abstract":"Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.","abstract_html":"Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.","abstract_has_math":false,"creators":["Aleksejeva, Viktorija,"],"institution":"Institutional Repository of Vilnius University","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":["Maskuliūnienė, Džuljeta"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012","date_published":"2012","updated_at":"2026-07-24T05:55:35Z","subjects":["hock advertisement ; visual advertisement ; verbal advertisement ; ethics in advertisement ; rhetoric’s of advertising."],"languages":["lit"],"rights":["info:eu-repo/semantics/openAccess"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://repository.vu.lt/VU:ELABAETD1955708&prefLang=en_US","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Maskuliūnienė, Džuljeta"]},{"key":"dc:creator","label":"Author","values":["Aleksejeva, Viktorija,"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2012"]},{"key":"dc:publisher","label":"Institution","values":["Institutional Repository of Vilnius University"]},{"key":"dc:relation","label":"Dc Relation","values":["https://epublications.vu.lt/object/elaba:1955708/1955708.pdf"]},{"key":"dc:type","label":"Dc Type","values":["info:eu-repo/semantics/bachelorThesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["hock advertisement ; visual advertisement ; verbal advertisement ; ethics in advertisement ; rhetoric’s of advertising."]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["lit"]},{"key":"dc:rights","label":"Dc Rights","values":["info:eu-repo/semantics/openAccess"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://repository.vu.lt/VU:ELABAETD1955708&prefLang=en_US"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Šokiruojamosios reklamos retorika /","Shocking advertisement rhetoric."]}]}],"canonical_facts":{"dc:contributor":["Maskuliūnienė, Džuljeta"],"dc:creator":["Aleksejeva, Viktorija,"],"dc:date":["2012"],"dc:description":["Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image."],"dc:format":["application/pdf"],"dc:identifier":["https://repository.vu.lt/VU:ELABAETD1955708&prefLang=en_US"],"dc:language":["lit"],"dc:publisher":["Institutional Repository of Vilnius University"],"dc:relation":["https://epublications.vu.lt/object/elaba:1955708/1955708.pdf"],"dc:rights":["info:eu-repo/semantics/openAccess"],"dc:subject":["hock advertisement ; visual advertisement ; verbal advertisement ; ethics in advertisement ; rhetoric’s of advertising."],"dc:title":["Šokiruojamosios reklamos retorika /","Shocking advertisement rhetoric."],"dc:type":["info:eu-repo/semantics/bachelorThesis"]},"updated_at":"2026-07-24T05:55:35Z"}