Uloga grafičkog dizajna pri oglašavanju u web 2.0 okruženju

master's thesis

• Author: Matea Šeremet
• Mentor: Nikola Mrvac (mentor)
• Committee member: Ivana Žiljak-Stanimirović (član povjerenstva)
• Committee member: Nikola Mrvac (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-9-29, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Oglašavanje je način koji oglašivaču omogućuje da informira svoju okolinu o svom proizvodu ili usluzi te ju na taj način promovira. Naravno, svaki oglašivač svoj oglas nastoji učiniti što zanimljivijim ističući i naglašavajući njegove prednosti i vrline. Pojavom interneta kao novom vrstom medija, oglašavanje dobiva potpuno novu dimenziju poprimajući brojne pogodnosti koje pruža nova tehnologija nadilazeći čak televiziju i radio koje su do tada dominirale.

Od samih početaka civilizacije ljudski rod nastoji promovirati svoje znanje, usluge i proizvode preko oglašavanja u tiskanim medijima, gdje je oglas imao više informativnu ulogu i ciljana publika nije se posebno odabirala, radija gdje je voditelj taj koji čita oglas uvodeći određenu dozu komunikacije, televizije koja ostvaruje nevjerojatan uspjeh pokazivajući TV spotove pa sve do pojave interneta i Web 1.0 okruženja koje na posve nov način uz pomoć nove tehnologije približava proizvode i usluge intrigirajući svoje korisnike te uvjeravajući ih da se odluče upravo na njih. Korisnici Web 1.0. faze većim djelom su konzumenti sadržaja statičnih stranice, no to se sve mijenja dolaskom Web 2.0 okruženja čija dinamičnost okruženja svakako ide u korist brojnim oglašivačima koji imaju priliku približiti se korisnicima i što je najvažnije ostvariti direktnu komunikaciju s njima te u vrlo kratkom vremenskom periodu dobiti povratnu informaciju koja usmjerava daljnji tok oglašavanja.

Ciljevi ovog diplomskog rada su istražiti u kolikoj mjeri nove web tehnologije omogućuju napredak i razvoj učinkovitosti komunikacije, razjasniti prednosti i mane web 2.0 tehnologije u odnosu na web 1.0, istražiti u kolikoj mjeri nove web tehnologije omogućuju napredak i razvoj učinkovitosti komunikacije.

Pretpostavka je da digitalno oglašavanje postaje sve zastupljenije te da grafički dizajn u tome uvelike pridonosi. Također, što je oglašavanje složenije i kompleksnije to je i utisak na čitatelja veći, a uloga grafičkog dizajna važnija.

Abstract (english)

Advertising is a way that allows the advertiser to inform their surroundings about their product or service and the manner he promotes. Of course, every advertiser tries make an ad as interesting as possible by stressing and emphasizing its strengths.

With the appearance of the Internet as a new kind of media, advertising gets a whole new dimension by taking on many of the benefits offered by new technology surpassing even television and radio that had previously dominated.

From the very beginning of civilization, mankind is trying to promote their skills, services and products through advertising in the print media, where the ad has a more informative role and target audience is not specifically chosen, where the radio presenter reads the advertisement introducing a certain amount of communication, television which achieved incredible success in documenting the TV spots but until the advent of the Internet and Web 1.0 environment in a completely new way with the help of new technology approaches intriguing products and services their customers and persuading them to opt just to them. Users of Web 1.0. phase are mostly consumers of the content of static pages, but this is all changing the rise of Web 2.0 environments with dynamic environment certainly in favor of many advertisers who have a chance to get closer to customers and most importantly achieve direct communication with them, and in a very short period of time get feedback information that directs the further course of advertising.

The objectives of this study are to investigate the extent to which new Web technologies enable progress and development of the efficiency of communication, clarify the pros and cons of Web 2.0 technologies in relation to Web 1.0, and to explore the extent to which new Web technologies enable progress and the evolution of communication.

We assume that in the future digital advertising will become more widespread and it is related to the development of graphic design. Complicated and complex advertising leaves a bigger impression on the reader and graphic design also has a bigger influence.

• Keywords: Web 1.0; Web 2.0; internet; grafički dizajn; oglašavanje
• Keywords (english): Web 1.0; Web 2.0; internet; graphic design; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:216:851997
• 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 21:35:04