Reklamna fotografija na ambalaži i njen utjecaj na odabir reklamnog proizvoda

master's thesis

• Author: Viktorija Nižetić
• 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: 2016-9-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Reklame su sastavni dio oglašavanja i promoviranja proizvoda i usluga određenoj ciljanoj skupini, a cilj im je informirati i potaknuti ju na kupnju i konzumaciju istih. Budući da slikovni elementi poput ilustracija i fotografija prenose veći broj informacija i poruka, te zaokupljaju veću pozornost publike od npr. tekstualnih elemenata, postaju sve prisutniji u reklamama. U početcima je fotografija bila slabije zastupljena iz tehničkih razloga, no poboljšanjem reprodukcijskih procesa postala je dominantna na tom području. Fotografija ima veliku ulogu u prikazu željenih vrijednosti proizvoda i emocija koje sam proizvod izaziva kod potrošača prilikom kupnje. Fotografijom se može prikazati i kako će se korisnik osjećati konzumirajući proizvod, zbog čega je ona bitan faktor na ambalaži i reklami proizvoda. Reklamna fotografija je u današnje vrijeme prisutna u novinama, katalozima, letcima, internetu te na samoj ambalaži proizvoda. Nekada je svrha ambalaže bila samo zaštita proizvoda, no danas je ona gotovo najvažniji dio vizualnog identiteta nekog proizvoda. Uloga dizajnera je da na adekvatan način prezentira proizvod potrošaču, jer su upravo reklama i ambalaža ta koje mogu prodati loš ili uništiti dobar proizvod. Zbog gore navedenih razloga u ovom radu će se napraviti ispitivanje i usporedba vlastito dizajniranih ambalaža istog proizvoda jedne sa i jedne bez reklamne fotografije kako bi se bolje istražila uloga i njen utjecaj na kupce, te na samu prodaju proizvoda.

Abstract (english)

Advertisements are an integral part of the advertising and promotion of products and services to the specific target group and their goal is to inform and encourage them to buy and consume those products. Since the imaging elements such as illustrations and photographs convey much information and messages and occupy more attention than eg. textual elements, they are becoming increasingly common in advertising. In the early days the photography was less present for technical reasons, but with improvements in the reproduction process it has become dominant in this area. Photography has a major role in presentation of the desired values of the product and emotions that the product itself is causing to the consumers when buying. A photo can also display how the user feels when consuming the product, making it an important factor in the packaging and advertisement of the products. Advertising photography is nowadays present in newspapers, catalogues, flyers, the Internet and on the packaging itself. In the past the purpose of the package was only to protect the product, but nowadays it is almost the most important part of the visual identity of a product. The role of the designer is to adequately present the product to the consumer, because the advertisement and packaging are exactly those that can sell bad or destroy a good product. For the above reasons, this thesis will examine and compare a self-designed packagings of the same product once with and once without advertising photography in order to better examine its role and its impact on customers and the actual sale of the product.

• Keywords: Reklamna fotografija; reklama; ambalaţa; proizvod
• Keywords (english): Advertising photography; advertising; packaging; product
• Language: croatian
• URN:NBN: urn:nbn:hr:216:905670
• 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 21:13:18