Važnost fotografije u virtualnom okruženju

master's thesis

• Author: Ivan Jurleta
• Mentor: Miroslav Mikota (mentor)
• Committee member: Krešimir Dragčević (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Denis Jurečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2021-7-16, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Fotografija ima veliku važnost u privatnom i poslovnom svijetu. Kada je riječ

o privatnoj ulozi fotografije, može se reći da se njome bilježe događaji, aktivnosti,

važne informacije i dr. te u tom kontekstu fotografija predstavlja uspomenu na nešto.

U poslovnom svijetu fotografija ima vrlo široku primjenu. Jedna od primjena

fotografije u poslovnom svijetu je korištenje fotografije u oglašavanju. Fotografija je

bitan dio oglasa u svim medijima. Tome nisu izuzetak ni virtualni mediji. Stoga su se

s rastom masovnog korištenja virtualnih medija povećao i broj oglasa u tim medijima.

To je posebno došlo do izražaja tijekom pandemije COVID-19 kada je porastao broj

aktivnih korisnika virtualnih medija. Poduzeća su se prilagodila takvim okolnostima

te su svoje oglase sve više počela plasirati u virtualne medije. Međutim, u virtualnim

medijima postoji razlika u kvaliteti samih oglasa. Ona se ponajviše očituje u

fotografiji. Potrošači prepoznaju originalnost fotografija u oglasima te su više

spremni reagirati na oglase s originalnim fotografijama, nego na one koji nemaju

originalne fotografije.

Abstract (english)

Photography is of great importance in the private and business world. When

it comes to the private role of photography, it can be said that it records events,

activities, important information, etc., and in this context, photography is a memory

of something. In the business world, photography has a very wide application. One

of the applications of photography in the business world is the use of photography

in advertising. Photography is an essential part of advertising in all media. Virtual

media are no exception. Therefore, with the growth of mass use of virtual media, the

number of advertisements in these media also increased. This was particularly

pronounced during the COVID-19 pandemic when the number of active virtual media

users increased. Businesses have adapted to such circumstances and have

increasingly begun to place their ads in virtual media. However, in virtual media,

there is a difference in the quality of the ads themselves. It is most evident in

photography. Consumers recognize the originality of photos in ads and are more

willing to respond to ads with original photos than to those that do not have original

photos.

• Keywords: fotografija; mediji; oglašavanje; potrošač; virtualno okruženje
• Keywords (english): photography; media; advertising; consumer; virtual environment
• Language: croatian
• URN:NBN: urn:nbn:hr:216:821892
• 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: Open access
• Created on: 2024-04-18 23:42:06