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master's thesis
Utjecaj prikrivenog oglašavanja u filmovima na odluke publike
2022. urn:nbn:hr:251:478482
Ajhenberger, Ana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Ajhenberger, A. (2022). Utjecaj prikrivenog oglašavanja u filmovima na odluke publike (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:478482

Ajhenberger, Ana. "Utjecaj prikrivenog oglašavanja u filmovima na odluke publike." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:478482

Ajhenberger, Ana. "Utjecaj prikrivenog oglašavanja u filmovima na odluke publike." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:478482

Ajhenberger, A. (2022). 'Utjecaj prikrivenog oglašavanja u filmovima na odluke publike', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:478482

Ajhenberger A. Utjecaj prikrivenog oglašavanja u filmovima na odluke publike [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2022 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:251:478482

A. Ajhenberger, "Utjecaj prikrivenog oglašavanja u filmovima na odluke publike", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:251:478482

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Metadata
TitleUtjecaj prikrivenog oglašavanja u filmovima na odluke publike
Title (english)Impact of product placement in movies on audience's decision making
AuthorAna Ajhenberger
MentorIva Buljubašić (mentor)
MentorMarina Jambrešić (komentor)
Committee memberMarina Đukić (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberTatjana Ileš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2022-07-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Diplomski rad Utjecaj prikrivenog oglašavanja u filmovima na odluke publike bavi se teorijskim tumačenjem pojma prikrivenog oglašavanja i nastoji utvrditi povijesni kontekst njegova nastanka. Prikazat će se poveznica između komunikacije, medija i oglašavanja koji zajedno tvore podlogu za razvoj prikrivenih oglasa. Primarni medij koji će biti u fokusu istraživanja jest film kao platforma koja sve više obiluje navedenim tipom marketinške komunikacije. Kako bi se mogao razumjeti koncept prikrivenog oglašavanja, posljednja poglavlja teorijskog dijela bave se psihološkim aspektima potrošnje i vezom između oglasa koji se javljaju u filmu i preferencija, odnosno odluka publike. Njihovi će stavovi biti istraženi u empirijskom dijelu pri čemu će se ispitivati upoznatost konzumenata s prikrivenim oglasima, njihove gledateljske navike i načini kako oglasi utječu na njihovo ponašanje. Cilj rada utvrditi je utjecaj prikrivenog oglašavanja u filmu na djelovanje pojedinca, naročito na kupovne navike, no nastoji se istražiti i svjesnost publike o takvom načinu oglašavanja.
Abstract (english)
Master's thesis Impact of Product Placement in Movies on Audience's Decision Making deals with the theoretical interpretation of the concept of product placement and seeks to determine the historical context of its origin. The paper will present the link between communication, media and advertising, which form the basis for the development of product placement. The primary medium that will be the focus of research are movies as a platform that is increasingly rich in this type of marketing communication. In order to understand the whole concept of product placement, the last chapters of the theoretical part deal with the psychological aspects of consumerism and the relationship between ads that appear in the movie with individual preferences and decisions of the audience. Audience attitudes will be further explored empirically, examining consumers' familiarity with product placement, their viewing habits, and the ways in which these ads influence their behavior. The aim of this paper is to determine the impact of product placement in movies on different segments of individuals, and especially their shopping habits, but it also seeks to explore public awareness of such advertising and their attitude towards them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:478482
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-09-08 15:02:58