Uloga fotografije u digitalnom marketingu

master's thesis

• Author: Ana Žižić
• Mentor: Miroslav Mikota (mentor)
• Committee member: Ivana Žiljak-Stanimirović (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Nikola Mrvac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2015-10-5, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U današnjem svijetu svakodnevno se svjedoči očiglednim promjenama u marketinškoj komunikaciji. Suvremenim informacijskim tehnologijama novi mediji nezaustavljivo dobivaju sve više udjela nauštrb tradicionalnih medija. Širenjem Interneta otvaraju se nove mogućosti komuniciranja s potrošačima. Digitalni marketing je dio integriranih marketinških komunikacija koji koristi nove tehnologije te se odvija na digitalnim platformama. To je područje koje se ubrzano mijenja i zauzima sve veći dio oglavačkog prostora. Klasični komunikacijski alati doživjeli su preobrazbu te su se prilagodili suvremenim medijima. U to spada i fotografija koja, zajedno s videom, čini temelj novog jezika Interneta te je neizostavan dio digitalnog marketinga. Ljudi su više zainteresirani za to da informacije dobivaju gledanjem nego čitanjem. Fotografija obavještava ciljanu publiku na funkciju i vrijednost proizvoda u situacijama u kojima to riječi ne mogu. Mediji digitalnog doba također prolaze kroz velike promjene razvojem novih tehnologija kako na području stvaranja tako i na području obrade. Neophodno je prilagođavanje sadržaja namijenjenih objavljivanju u medijima i općenito u korištenju u digitalnom marketingu. Ovaj rad bavi se ulogom fotografije u vizualnom komuniciranju, ciljevima koje s njom želimo postići te tehnike i zakonitosti njene obrade za potrebe objavljivanja u suvremenim medijima i korištenja u digitalnom marketingu.

Abstract (english)

Today in the world it is not posible not to see the obvious changes in marketing communication. With contemporary information technologies new media inexorably gaining share over the traditional media. The expansion of the Internet opens up new possibilities to communicate with consumers. Digital marketing is part of an integrated marketing communications wich use new technologies, and takes place on digital platforms. This is an area that is rapidly changing and an increasingly taking larger portion of advertising space. Classic communication tools have undergone a transformation, and have adapted to modern media. This includes photos which, together with the video, forms the basis for a new language and the Internet and they are an indispensable part of digital marketing. People are more interested for gettting information watching rather than reading. Photo inform the target audience at the function and value of the products in situations where words cannot. The media of the digital age also undergoing major changes by developing new technologies in the field of design as well as in the area of treatment. It is necessary to customize content intended for publication in the media and in general use in digital marketing. This paper deals with the role of photography in visual communication, the objectives that we want to achieve with it and the techniques of its processing for the purposes of publication in the modern media and the use of digital marketing.

• Keywords: fotografija; Internet; digitalni; marketing
• Keywords (english): photography; Internet; digital; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:018451
• 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: 2024-04-18 20:45:19