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undergraduate thesis
Subliminalno oglašavanje i subliminalne poruke u marketingu
2017. urn:nbn:hr:145:508164
Mikić, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Mikić, I. (2017). Subliminalno oglašavanje i subliminalne poruke u marketingu (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:508164

Mikić, Iva. "Subliminalno oglašavanje i subliminalne poruke u marketingu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:508164

Mikić, Iva. "Subliminalno oglašavanje i subliminalne poruke u marketingu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:508164

Mikić, I. (2017). 'Subliminalno oglašavanje i subliminalne poruke u marketingu', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:508164

Mikić I. Subliminalno oglašavanje i subliminalne poruke u marketingu [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:508164

I. Mikić, "Subliminalno oglašavanje i subliminalne poruke u marketingu", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:508164

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Metadata
TitleSubliminalno oglašavanje i subliminalne poruke u marketingu
Title (english)SUBLIMINAL ADVERTISING AND SUBLIMINAL MESSAGES IN MARKETING
AuthorIva Mikić
MentorMarija Ham (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberJosipa Mijoč (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svaki dan čovjek je, najčešće nesvjesno, izložen velikom broju oglašavačkih poruka za koje je zaslužna subliminalna percepcija. Ona omogućava postepeni i polagani ulazak određenih poruka koje proizvođač želi prenijeti na svog sadašnjeg ili budućeg potrošača bez da on to zamijeti. Prvi subliminalni oglas prikazan je 1957. godine, a izazvao je polemike mnogih znanstvenika i drugih stručnjaka. Postoji niz definicija i studija u kojima se opisuje na koje se sve načine dopire do ljudi i na koji način se potiče njihova kupnja upravo određenog proizvoda ili usluge. Ono što većinu ljudi zastrašuje i što iz tog razloga žele iskorijeniti su subliminalne poruke i subliminalno oglašavanje u animiranim filmovima. Međutim, ono je tamo najčešće, a razlog zapravo i nije toliko začuđujući. Djeca su značajni potrošači koji imaju ulogu nagovaranja na kupnju (najčešće svojih roditelja i bliske rodbine) stoga su često marketinški napori usmjereni prema djeci. Tu je također i prikriveno oglašavanje koje se razlikuje od subliminalnog oglašavanja, iako ga ljudi često poistovjećuju. Puno je faktora o kojima ovisi učinkovitost prikrivenog oglašavanja. Važno je napomenuti kako je svaki oblik prikrivenog oglašavanja u hrvatskoj zabranjen Zakonom. Za svaku od navedenih vrsta oglašavanja postoji jako puno primjera, a u radu će se obuhvatiti samo neki koji su posebno zanimljivi i/ili poznati.
Abstract (english)
Every day the people are, most often unconsciously, exposed to large number of advertisements because of subliminal perception. It enables gradual and slow entry of certain messages that the manufacturer wants to convey to his present or future consumer without him noticing . The first subliminal ad was displayed in 1957. and caused controversy among scientists and non-scientists. There are many definitions and studies that describe the possible ways of encouraging people to buy certain products or services. Most people are frightened by subliminal ads in animated movies which is why they want to ban them. However, it is most common there and the reason is not so surprising: Children are the biggest consumers and have the power of persuasion on their parents buying behaviour, which is why a lot of marketing efforts are directed towards them. There is also covert advertising that is colloquially different from subliminal advertising, although people often consider them to be the same. There are many factors that determine the effectiveness of covert advertising. It is important to note that any form of unpaid advertising in Croatia is explicitly prohibited by the law. For every mentioned type of advertising there are a lot of examples, but only the most interesting examples will be mentioned in this paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:508164
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-12 14:54:37