Obrada digitalne fotografije i njezin utjecaj na prodaju prehrambenih proizvoda

master's thesis

• Author: Andreja Golubić
• Mentor: Miroslav Mikota (mentor)
• Committee member: Nikola Mrvac (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Mile Matijević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2018-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ovaj rad započinje uvodnim dijelom u kojem se opisuje razvoj fotografije

te se spominje razvoj obrade fotografija od početaka do danas. Zatim se

ukratko obrađuje povijest korištenja fotografije u oglašavačke svrhe. Novo

poglavlje započinje analizom marketinga u oglašavanju. Spominje se ciljana

publika i njihov psihološki profil, te kako oglašavanje djeluje na njih. Nakon toga

se opisuje što je oglašavanje, na čemu se temelji, koje su vrste oglasa te koji su

vizualni elementi oglasa. U sljedećem poglavlju opisuje se digitalna obrada

fotografija i programi za obradu fotografija. Nakon toga spominju se osnovni

alati i tehnike obrade fotografija, u programu Photoshop. Teorijski dio se

završava s diskusijom što je pretjerana obrada fotografija te se nameće etičko

pitanje pretjerane obrade fotografija.

Praktični dio započinje izradom plana, odabirom proizvoda i odabirom

lokacije. Nakon toga prelazi se na opis snimanja proizvoda te tehničke postavke

i karakteristike fotoaparata. Nakon toga slijedi postupak izrade plakata i obrade

fotografija.

Eksperimentalni dio obrađuje pristup problematici, definira se ciljana

skupina i hipoteze te se provodi anketa iz koje se analiziraju rezultati. Cilj

istraživanja je utvrditi kakav je stav potrošača prema obradi fotografija

prehrambenih proizvoda te da li ih obrada potiče na kupnju ili ih odbija.

Abstract (english)

This thesis begins with an introductory part describing the development

of photography, and mentions the development of photo processing from its

beginning in the past till today. Then, the history of using the photo for

advertising purposes is briefly discussed. The new chapter starts with an

analysis of marketing in advertising. It mentions targeted audiences and their

psychological profile, and how advertising works on them. It then describes

what advertising is, what it is based on, what types of ads are and what are the

visual elements of the ad. The next chapter describes digital photo processing

and photo processing programs. After that, the basic tools and techniques for

photo processing are mentioned in the Photoshop program. The theoretical part

ends with the discussion of the excessive processing of photographs and the

ethical question of over-processing of photographs.

The practical part begins with the creation of a plan, selecting the

product, selecting the location. After that, it is described the technical modes of

photographing and the technical settings and of the camera. Then the poster

and photo processing process is followed.

The experimental part deals with problem-solving, defines the target

group and hypotheses, and a survey is conducted from which the results are

analyzed. The aim of the research is to determine the consumer's view of

processing the pictures of food products and whether their processing

encourages them to buy or not.

• Keywords: Prehrambeni proizvod; oglas; potrošač; marketinška komunikacija; vizualne poruke; fotografija; fotomontaža; obrada fotografija
• Keywords (english): Food products; advertisement; consumer; marketing communication; visual messages; photos; photomontage; photo processing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:612354
• 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 22:23:21