Produkcija televizijske reklame

master's thesis

• Author: Darijo Juričić
• Mentor: Tajana Koren Ivančević (mentor)
• Committee member: Nikolina Stanić Loknar (član povjerenstva)
• Committee member: Tajana Koren Ivančević (član povjerenstva)
• Committee member: Damir Modrić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2015-7-16, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Diplomski rad obrađuje temu produkcije televizijske reklame. Pod pojmom televizijska reklama, obično se misli na minijaturni reklamni film, kratku video-audio formu u kojoj

se, prema svim pravilima filmske umjetnosti (filmskog jezika), javnosti prezentira određeni proizvod, usluga ili nekakva ideja koju je potrebno afirmirati, objaviti i

zainteresirati ciljane društvene grupe. Budući da su televizijske reklame još uvijek najomiljeniji način oglašavanja, važno je da budu kvalitetne. Iz perspektive

oglašivača to znači da doprinose prodaji, a iz perspektive gledatelja da zabavljaju i govore nešto novo i relevantno. Reklama mora komunicirati poruku koja je od osobne

važnosti gledaocu, bilo da se radi o stvaranju veze s proizvodom ili o nekoj novosti koju reklama prenosi. Osim informacije koju prenosi od velike je važnosti i

kreativnost. Samo na temelju informacija teško je donijeti odluku tako da će presuditi neki drugi faktori kao što je naprimjer brending proizvoda. Diplomski rad teorijski i

praktično pokriva proces stvaranja televizijske reklame i sve čimbenike koji uvjetuju dobro rješenje; počevši s brendingom proizvoda za koji se reklama izrađuje u ovome

slučaju again&again platnenih vrećica.

Abstract (english)

This graduate thesis is concerned with the production of a television commercial. The

term television commercial can be defined as a concise promotional film, a short

audio-visual format, guided by all the rules of film art (film language), whose purpose

is to present the public with a certain product, service or an idea that needs to be

either affirmed, published or it needs to garner attention from a targeted social group.

Since television commercials are still the most popular way of advertising, it’s

important that their quality measures up. From the viewpoint of the advertiser that means that they have to increase sales, and from the viewer’s perspective they need

to be entertaining and with a fresh angle on a relevant issue for them. The commercial has to convey a message that is of personal importance to the viewer, whether it’s creating a connection to the product or expressing a certain novelty. Apart from the information conveyed in the commercial, the creativity associated with it carries a great deal of weight. It’s difficult to make a final decision based on just information. Other aspects play a role as well, such as product branding. The graduate thesis focuses on the theoretical and the practical process of creating a television commercial, as well as incorporating all the components that are necessary

to generate a satisfactory solution; starting with the branding of the product for which the commercial is made. In this case, the product is again&again tote bag.

• Keywords: produkcija; reklama; televizija; brend; again&again
• Keywords (english): production; commercial; television; brand; again&again
• Language: croatian
• URN:NBN: urn:nbn:hr:216:440009
• 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: 2024-04-26 13:58:55