Implementacija umjetne inteligencije u oglašavanju te njen utjecaj na psihološke aspekte potrošača

undergraduate thesis

• Author: Leonarda Lasić
• Mentor: Tibor Skala (mentor)
• Committee member: Maja Rudolf (predsjednik povjerenstva)
• Committee member: Tibor Skala (član povjerenstva)
• Committee member: Nikolina Stanić Loknar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U kontekstu četvrte industrijske revolucije koja se trenutno odvija, tehnološki
napredak se ubrzano odvija i oblikuje sve sfere života, uključujući digitalnu,
fizičku i biološku domenu. Aktualni razvoj umjetne inteligencije izaziva
mnoge strahove i etička pitanja. Svrha rada je prikazati na koji način je
moguće integrirati umjetnu inteligenciju i psihološke aspekte u području
oglašavanja, predstavljajući prvo osnove i primjere umjetne inteligencije kroz
povezivanje s oglašavanjem te primjenom dostupne umjetne inteligencije u
izradi video oglasa.
Umjetna inteligencija igra velike uloge u današnjem svijetu reklamiranja
proizvoda i usluga. Među tim ulogama nalaze se i utjecaj na emocije te
praćenje i analiza psiholoških učinaka oglasa na potrošače.
U sklopu završnog rada na temu psiholoških aspekata oglašavanja, bit će
provedeno istraživanje pomoću Google Forms ankete. Anketa će sadržavati
pitanja o psihološkom utjecaju video oglasa koji će biti napravljen specifično
za dobnu skupinu studenata te izrađen pomoću umjetne inteligencije.
Očekivan ishod ankete je pozitivnija reakcija i veće zanimanje studenata u
odnosu na pripadnike ostalih dobnih skupina.

Abstract (english)

In the context of the ongoing Fourth Industrial Revolution, technological advancement is
rapidly shaping all aspects of life, including the digital, physical, and biological domains.
The current development of artificial intelligence raises numerous fears and ethical questions.
The purpose of this paper is to demonstrate how it is possible to integrate artificial
intelligence and psychological aspects in the field of advertising, presenting the foundational
principles and examples of artificial intelligence by connecting it with advertising and
utilizing available AI technologies in the creation of video advertisements.
Artificial intelligence plays a significant role in today's world of promoting products and
services. Among these roles are its impact on emotions and the monitoring and analysis of
psychological effects of advertisements on consumers.
As part of the final thesis on the topic of psychological aspects of advertising, a research
study will be conducted using a Google Forms survey. The survey will include questions
about the psychological impact of video advertisements specifically designed for a student
demographic and created using artificial intelligence.
The expected outcome of the survey is a more positive response and greater interest among
students compared to individuals in other age groups.

• Keywords: umjetna inteligencija; psihološki aspekti; oglašavanje; anketa
• Keywords (english): artificial intelligence; psychological aspects; advertising; survey
• Language: croatian
• URN:NBN: urn:nbn:hr:216:413567
• Study programme: Title: Graphic technology; specializations in: Technical – technological, Design of graphic products; Course: Design of graphic products; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-01-27 10:15:27