Prikriveno oglašavanje u američkim filmovima i serijama

master's thesis

• Title (english): Product Plaement in American movies and TV Shows
• Author: Marina Marinac
• Mentor: Danijel Labaš (mentor)
• Committee member: Vine Mihaljević
• Committee member: Lana Ciboci
• Committee member: Danijel Labaš
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-09-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Danas se može reći kako Hrvati i stanovnici Hrvatske najviše gledaju filmove i serije američke produkcije. Najviše se emitiraju na televizijskim programima, a u domaćim kinima također dominiraju američki filmovi. U tim filmovima jednako tako ima puno prikrivenog oglašavanja, koje se definira kao svaki prikaz ili spomen određene marke ili proizvoda u filmu i seriji. Sve je veći rast prikrivenog oglašavanja i zbog same činjenice da su tradicionalne reklame i oglašavanje na televiziji gledateljima, odnosno potrošačima, sve manje draže. Činjenica je da dok se na televiziji prikazuju reklame, mnogi ljudi promjene televizijski kanal koji su pratili. Ono što ovim radom želimo istražiti je koliko hrvatski gledatelji primjećuju prikriveno oglašavanje u američkoj filmskoj produkciji, koje marke ili proizvode najčešće zamjećuju (ako ih uopće zamjećuju), smeta li im to ili ne.

Abstract (english)

These days one can say that Croats and Croatian residents mostly watch American movies and television series. Most of them are broadcast in television programs, while movie theaters are dominated by American movies. In these movies there is also a great deal of product placement, which is defined as each display or a mention of a particular brand or product in a movie or a TV series. There is an increasing growth of product placement due to the fact, among other things, that viewers and consumers are becoming annoyed with traditional advertising. The fact is that while a TV commercial is on, many people simple change the TV channel. This paper is going to explore if the Croatian viewers notice the product placement in American film production, what brand or products do they notice (if they notice any) and if they are bothered by it or not.

• Keywords: prikriveno oglašavanje; promidžba; marka; film; televizija
• Keywords (english): product placement; promotion; brand; movie; television
• Language: croatian
• URN:NBN: urn:nbn:hr:111:328161
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2015-11-05 09:04:40