Suvremena potrošačka kultura i plasman proizvoda u filmovima

master's thesis

• Title (english): Contemporary consumer Culture and product placement in Films
• Author: Tea Stojanac
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Tamara Kunić (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad istražuje nastanak i razvoj suvremene potrošačke kulture te njezin utjecaj na
filmsku industriju. Rad se temelji na kvalitativnom povijesno-teorijskom istraživanju analizom
sekundarnih podataka. Za istraživanje nastanka i razvoja potrošačke kulture koristi se analiza
relevantne predmetne literature, dok se za utvrđivanje učestalog plasmana proizvoda u filmovima
koristi analiza dostupnih statističkih podataka prema recentnim istraživanjima koja su provedena
na ovu temu. S obzirom na to da je razvoj marketinške komunikacije u oglašavanju proizvoda jedan
od razloga nastanka potrošačke kulture kakvu danas poznajemo, a film je krajem 19. stoljeća novi
i uzbudljiv medij koji se pojavljuje u svijetu, u ovom radu istražit će se poveznica između
potrošačke kulture i plasmana proizvoda u filmu. Da bi se napravila takva poveznica, potrebno je
staviti povijest filma u kontekst nastanka potrošačke kulture. Činjenica jest da su potrošači danas
potpuno drugačiji te se njihove navike brzo mijenjaju, a razvojem novih tehnologija poput interneta
i društvenih mreža, oglašivačima je postalo lakše postavljati reklame. No, krajnji su korisnici,
potrošači, itekako svjesni reklama koje ih svakodnevno okružuju. Kao rezultat smanjenja učinka
reklamnog oglašavanja, mnoge velike tvrtke danas svoje proizvode promoviraju kroz filmove.

Abstract (english)

This master's thesis examines the emergence, development and impact of contemporary consumer
culture on the film industry. It is based on qualitative historical-theoretical research by analyzing
secondary data. Analysis of relevant literature is used to reasearch consumer culture, as well as
analysis of available statistics according to recent research conducted reagarding product plasment
in film. Given that the development of marketing communication in product advertising is one of
the reasons for creating consumer culture as we know it today, and film is a new and exciting
medium emerging in the late 19th century, this master’s thesis will explore the link between
consumer culture and product placement in film. In order to do so, it is necessary to place the
history of film making in the context of creating consumer culture. The fact is that consumers are
completely different today and their habits are changing rapidly. And with the development of new
technologies such as the Internet and social networks, it has become easier for advertisers to place
advertisements, but the consumers are very aware of the advertisements that surround them daily.
As effects of advertising are declining, many large companies today promote their products through
films.

• Keywords: kultura; potrošačka kultura; potrošači; povijest; plasman proizvoda; film; konzumerizam; oglašavanje; prikriveno oglašavanje
• Keywords (english): culture; consumer culture; consumers; history; product placement; film; consumerism; advertising; hidden advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:111:800363
• 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: 2020-11-16 14:22:21