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master's thesis
Narcistička kultura i reklamni diskurs
2024. urn:nbn:hr:251:082303
Fabčić, Roberta
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Fabčić, R. (2024). Narcistička kultura i reklamni diskurs (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:251:082303

Fabčić, Roberta. "Narcistička kultura i reklamni diskurs." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:082303

Fabčić, Roberta. "Narcistička kultura i reklamni diskurs." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:082303

Fabčić, R. (2024). 'Narcistička kultura i reklamni diskurs', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 14 February 2025, https://urn.nsk.hr/urn:nbn:hr:251:082303

Fabčić R. Narcistička kultura i reklamni diskurs [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 February 14] Available at: https://urn.nsk.hr/urn:nbn:hr:251:082303

R. Fabčić, "Narcistička kultura i reklamni diskurs", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:082303

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Metadata
TitleNarcistička kultura i reklamni diskurs
Title (english)Narcissistic culture and advertising discourse
AuthorRoberta Fabčić
MentorIvica Šola (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
Committee memberIvica Šola (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Tema narcističke kulture i reklamni diskurs, s posebnim naglaskom na ikoničke reklame, istražuje kako se elementi narcizma koriste u marketinškim strategijama za stvaranje slike luksuza, moći i ekskluzivnosti. Analiza pokazuje da reklamne kampanje često koriste samopromociju, estetski ideal i simboliku moći kako bi privukle potrošače koji teže visokom društvenom statusu i prepoznatljivosti. Reklame koriste vizualne prikaze i poruke koje ističu individualnost i uspjeh, stvarajući osjećaj prestiža i superiornosti. Narcistička kultura duboko je ukorijenjena u modernim reklamnim praksama, gdje se brendovi i proizvodi predstavljaju kroz sofisticirane i dramatične scenarije koji naglašavaju njihove luksuzne i ekskluzivne karakteristike. Ove strategije ne samo da zadovoljavaju potrošačke impulse za isticanjem i statusom, već također reflektiraju šire društvene trendove koji naglašavaju individualizam i samopromociju. Ikoničke reklame za luksuzne proizvode i usluge koriste složene vizualne prikaze i sofisticirane marketinške tehnike kako bi stvorile dojmljiv imidž i dugoročno održale svoju prepoznatljivost. Razumijevanje ovih dinamičnih strategija ključno je za marketinške stručnjake i analitičare koji proučavaju utjecaj medija na društvo i ponašanje potrošača.
Abstract (english)
The topic of narcissistic culture and advertising discourse, with a specific focus on iconic advertisements, explores how elements of narcissism are utilized in marketing strategies to create images of luxury, power, and exclusivity. The analysis reveals that advertising campaigns frequently employ self-promotion, aesthetic ideals, and power symbolism to attract consumers who seek high social status and recognition. Advertisements feature visual depictions and messages that highlight individuality and success, fostering a sense of prestige and superiority. Narcissistic culture is deeply embedded in modern advertising practices, where brands and products are presented through sophisticated and dramatic scenarios that emphasize their luxurious and exclusive characteristics. These strategies not only cater to consumer impulses for distinction and status but also reflect broader societal trends emphasizing individualism and self-promotion. Iconic advertisements for luxury products and services use complex visual portrayals and sophisticated marketing techniques to create a striking image and maintain long-term brand recognition. Understanding these dynamic strategies is crucial for marketing professionals and analysts studying the impact of media on society and consumer behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:082303
Study programmeTitle: MA in Media and Public Relations (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-02-05 09:57:24