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undergraduate thesis
Prikriveno oglašavanje u kulturnoj i kreativnoj industriji
2018. urn:nbn:hr:145:719331
Kursar, Vedran
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Kursar, V. (2018). Prikriveno oglašavanje u kulturnoj i kreativnoj industriji (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:145:719331

Kursar, Vedran. "Prikriveno oglašavanje u kulturnoj i kreativnoj industriji." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:719331

Kursar, Vedran. "Prikriveno oglašavanje u kulturnoj i kreativnoj industriji." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:719331

Kursar, V. (2018). 'Prikriveno oglašavanje u kulturnoj i kreativnoj industriji', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:719331

Kursar V. Prikriveno oglašavanje u kulturnoj i kreativnoj industriji [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:719331

V. Kursar, "Prikriveno oglašavanje u kulturnoj i kreativnoj industriji", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:719331

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Metadata
TitlePrikriveno oglašavanje u kulturnoj i kreativnoj industriji
Title (english)Product placement in cultural and creative industries
AuthorVedran Kursar
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAnita Freimann (član povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prisutnost prikrivenog oglašavanja u stranim, ali i domaćim medijima je neupitno. Manipuliranje ljudi od strane jakih oglašivača, svakim danom postaje sve češće i veće. Neprestano nas obasipaju proizvodima kako bi se oni uvukli u naša razmišljanja. Klasično oglašavanje je već zasićeno svakakvim porukama na koje konzumenti više ni ne obraćaju paţnju. Upravo se iz tog razloga koristi prikriveno oglašavanje kako bi se proizvod konzumentima prikazao kada oni toga nisu svjesni. Na taj su način oglašivači privukli pozornost onima kojima je taj proizvod namijenjen. U filmovima i serijama moţemo vidjeti primjere prehrambenih proizvoda koje glavni glumci suptilno konzumiraju. Primatelj te poruke gleda i razmišlja o tome proizvodu, kako bi ga mogao konzumirati, ali i o tome gdje si ga moţe nabaviti. Čak se i na licu mjesta, u trgovinama, prisjećamo što je taj glumac jeo te odlazimo potraţiti taj proizvod. Zašto bi samo taj glumac utaţio glad vrećicom čipsa odreĎenog proizvoĎača kada to mogu i ja učiniti? jedno je od pitanja koje si mnogi od nas postavljamo. Primjer je to izdvojen iz mase sličnih kojim su nam oglašivači privukli paţnju. Dobiveni rezultati istraţivanja idu tome u prilog. Završni rad moţe koristi svima onima koji ţele saznati na koji način prikriveno oglašavanje funkcionira na stvarnim primjerima iz kulturne i kreativne industrije.
Abstract (english)
The presence of product placement in foreign and domestic media is unquestionable. Manipulating people by strong advertisers is becoming more and more frequent every day. They are bombarding us with products to bring them into our minds. Media space is already saturated so consumers no longer paying attention to. For this reason, it uses product placement to show products when we are not aware of it. In this way, the advertiser draws attention to those whom this product is intended. In movies and series, we can see examples of food products that the main actors consume. The recipient of this message looks at and thinking about the product. He is thinking how to consume it, but also where can he get it. Even in the stores we remember what the actor was eating and we go looking for that product. One of the questions we ask ourselves is why we can't consume product like that actor. This is one example of how advertisers attract the attention of consumers. The results in this final paper are in support of this. Final paper is intend for all those who want to find out how product placement works on real examples from the cultural and creative industries.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:719331
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 on2018-11-06 18:28:47