Kvaziznanstvenost na primjeru suvremenih hrvatskih reklama za lijekove bez recepata

master's thesis

• Title (english): Pseidoscientificality on the example of contemporary Croartian advertisements of over the counter drugs
• Author: Alma Mujčinović
• Mentor: Danijel Labaš (mentor)
• Mentor: Lucia Miškulin Saletović (mentor)
• Committee member: Vine Mihaljević (predsjednik povjerenstva)
• Committee member: Lana Ciboci (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Lucia Miškulin Saletović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2018-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Reklamna je poruka tijekom povijesti pronalazila nove prostore i dimenzije svoga djelovanja. Danas je u 21. stoljeću još malo pomaknula granice te osnažila svoje značenje u životu suvremenog čovjeka (Crnković, Markač, 2014: 129), postupno prisvajajući status najprisutnijeg diskursa današnjice. Tema i predmet ovoga istraživanja je kvaziznanstvenost u suvremenim hrvatskim reklamnim porukama za lijekove bez recepta. Istraživanjem na korpusu hrvatskih reklama za lijekove bez recepta u trima hrvatskim časopisima: Gloria, Men's Health i Globus od 2010. do 2016. godine ispitana je uporaba i učestalost kvaziznanstvenih elemenata kojima se nastoji prikriti razlika između objektivnoga i subjektivnoga te reklami osigurati vjerodostojnost (Stolac, Vlastelić, 2014: 63). U ovome se radu prije svega žele odrediti elementi kvaziznanstvenosti u reklamnim porukama za lijekove bez recepta. Zatim se nastoji utvrditi u kojim se sastavnim elementima reklama pojavljuju. Isto tako, cilj je propitati ilokuciju i perlokucijski učinak kvaziznanstvenih elemenata u reklami, odnosno njihovu namjeru te uspješnost ostvarenja namjere. Korpus se sastoji od ukupno 376 reklama za lijekove bez recepta, a u radu se primjenjuje tekstnolingvistička i multimodalna analiza, te metoda ankete. Provedenom anketom ispitan je perlokucijski učinak kvaziznanstvenih elemenata u reklamama, a uzorkom je obuhvaćeno 50 studenata i studentica s deset fakulteta Sveučilišta u Zagrebu u dobi od 19 do 22 godine.

Abstract (english)

Over the course of history, the advertisement has found new areas and dimensions in which it operates. Currently, in the 21st century, it has pushed the boundaries and strengthened its impact in the life of the contemporary man (Crnković, Markač, 2014: 129), while gradually assuming the status of the most present discourse nowdays. The topic of this research is pseudoscientificality on the example of contemporary Croatian advertisement of over the counter (OTC) drugs. Advertisements of Croatian OTC drugs from three Croatian magazines: Gloria, Men’s Health and Globus ranging from 2010 to 2016 were examined for the use and frequency of pseudoscientifical elements used with the intention to blur the differences between the objective and the subjective and by doing so secure credibility for the advertisement (Stolac, Vlastelić, 2014: 63). Firstly, this paper aims to determine elements of pseudoscientificality in advertisements of over the counter drugs. After that, it aims to establish in which constitutive elements of advertisements they appear. Another goal is to examine the illocution and the perlocutionary force of pseudoscientificalic elements in a given advertisement, in other words, the intention and the success rate of accomplishing that intention. The corpus consists of 376 advertisements for over the counter drugs. Textlinguistic and multimodal analysis have been used, as well as a questionnaire. By means of a questionnaire, the perlocutionary effect of the pseudoscientifical elements in advertisement has been examined. The sample included 50 male and female students from ten faculies of the University of Zagreb aged from 19 to 22

• Keywords: reklame; kvaziznanstvenost; bezreceptni lijekovi; OTC; multimodalnost; ilokucija; perlokucija
• Keywords (english): advertisements; pseudoscientificality; over the counter drugs; multimodality; illocution; perlocution
• Language: croatian
• URN:NBN: urn:nbn:hr:111:901157
• 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: Open access
• Created on: 2018-09-21 07:15:16