Fotografija kao sredstvo marketinških kampanja

master's thesis

• Author: Sara Budija
• Mentor: Miroslav Mikota (mentor)
• Committee member: Mile Matijević (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: 2019-6-3, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Fotografija je isprva značila način zabilježavanja događaja, elemenata, likova i

atmosfere. Industrijalizacijom svijeta i razvojem trgovine, fotografija dobiva još jednu

granu – reklamnu fotografiju, korištenu u svrhu promocije i prodaje proizvoda. S

vremenom, industrija oglašavanja počinje uzimati u obzir i psihologiju potrošnje,

unaprijeđujući tako i korištena sredstva, od kojih je najmoćniji bila i ostala fotografija.

Ljudi su vizualna bića, a upravo prava fotografija gledatelju može prenijeti veliku

količinu informacija u jako kratkom roku. Kako bi se proizvod što bolje istaknuo te u

krajnjem cilju i prodao, proizvod je potrebno prikazati u pravilnom tonu, a proizvođači

nerijetko pristaju i na foto-manipuliranje prikazanim rezultatom proizvoda – primjer su

pretjerano izbijeljeni zubi na fotografiji za pastu za zube.

Razvojem popularnosti društvenih mreža, razvija se i nova grana marketinga, a to je

digitalni marketing. Kako je fotografija krucijalan alat skoro svih poznatih društvenih

mreža, digitalni marketing gotovo i da ne postoji bez fotografije. U današnje vrijeme,

svi korisnici društvenih mreža su oglašivači – sve što trebaju napraviti je objaviti sliku

na kojoj se vidi neki proizvod. U eksperimentalnom dijelu diplomskog rada istražuje se

uspjeh fotografija koje tvrtke koriste u komunikaciji sa publikom preko kanala

društvene mreže Facebook.

Abstract (english)

Photography in its beginnings meant the way of recording events, elements, characters

and atmosphere. With the globalization of the world and the development of the trade,

photography gets another branch - a commercial photograph, used for the purpose of

promoting and selling products. Over time, the advertising industry is beginning to take

into account the use of psychology and the resources used, the most powerful of which

was photography. People are visual beings, and just the right photo to the viewer can

convey a large amount of information in a very short time. In order to highlight the

product better and sell it in the end, the product needs to be displayed in the right tone,

and manufacturers often agree to photo manipulate the result of the product - an example

is excessively bleached teeth on a toothpaste commercial.

With the increase of popularity of social networks, a new branch of marketing is

developing, and it’s called digital marketing. As photography is the key tool of almost all

known social networks, digital marketing almost does not exist without photos.

Nowadays, all social network users are advertisers - all they need to do is publish a picture

that shows a product. The experimental part of the graduate thesis examines the success

of photos that companies use in communicating with the audience through Facebook's

social network channels.

• Keywords: fotografija; reklamna fotografija; oglašavanje; proizvod; društvene mreže; digitalni marketing
• Keywords (english): photography; advertising photography; advertising; product; social networks; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:703043
• 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 22:43:14