Komunikološki apeli u industriji medijskog oglašavanja

master's thesis

• Author: Sanja Jelavić- Francinović
• Mentor: Mario Plenković (mentor)
• Committee member: Mario Plenković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2009-7-00, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Komunikološki apeli su impulsi ili poticaji koji se na bazi rezultata primijenjene

komunikologije i psihologije upotrebljavaju u oglašivačkim medijskim porukama.

Svrha im je da probude i aktiviraju želje i osjećaje što stvaraju potrebe za oglašavanim

proizvodom i/ili uslugom. Zato je shvaćanje psihologije selektiranog oglasnog

auditorija glavni korak u planiranju oglasne komunikacije i osnovni ključ medijskog

oglašavanja.

U teoriji i praksi postoje različiti komunikološki apeli, pa u skladu s tim i mnogo

njihovih komunikoloških klasifikacija. U radu je provedena analiza faktora koji utječu

na određivanje komunikoloških apela u industriji medijskog oglašavanja odnosno

struktura, funkcija i klasifikacija samih komunikoloških apela.

Abstract (english)

Communication appeals are impulses or incentives that are based on the results of

applied communications and psychology used in advertising media messages. The

purpose of them is to wake up and activate the wishes and feelings that create the

need for the advertised product and / or service.

Therefore, the understanding of psychology of selected auditorium is the major step in

the planning of advertising communication and a core element of media advertising.

The theory and practice are different communicological appeals, and in accordance

with these and many of their Communication classification. The work is carried out

analysis of factors affecting the determination of Communication appeal to the media

advertising industry and the structure, function and classification of the

Communication appeal.

• Keywords: apel; komunikologija; medij; oglašavanje
• Keywords (english): appeal; communication; media; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:216:504896
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-17 10:20:49