Odnos slike i teksta u reklamama u hrvatskim i njemačkim časopisima

master's thesis

• Title (english): Text-image relation in Croatian and German magazine advertisements
• Author: Iva Čuljak
• Mentor: Danijel Labaš (mentor)
• Mentor: Lucia Miškulin Saletović (mentor)
• Committee member: Vine Mihaljević
• Committee member: Lucia Miškulin Saletović
• Committee member: Danijel Labaš
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Primarni je cilj reklama pobuditi želju primatelja i potaknuti ga na kupnju reklamiranoga proizvoda. U tome značajnu ulogu igra suodnos slike i teksta. U središtu zanimanja ovoga rada odnos je slike i teksta u reklamama za različite vrste proizvoda u tisku, odnosno u hrvatskim i njemačkim časopisima. Na korpusu od pedeset reklama za četiri vrste proizvoda (prehrambeni proizvodi, lijekovi bez recepta, parfemi i satovi) provedena je analiza suodnosa slike i teksta. Ciljevi su istraživanja bili utvrditi odnos slike i teksta u reklamama za različite vrste proizvoda, utvrditi povezanost funkcije slike i odnosa slike i teksta te utvrditi postoje li razlike u odnosu slike i teksta u hrvatskom i njemačkom korpusu. Rezultati provedene analize pokazali su da je odnos slike i teksta u velikoj mjeri uvjetovan vrstom proizvoda te da postoji povezanost između funkcije slike te odnosa slike i teksta. Nadalje, kontrastivna je analiza pokazala i postojanje određenih razlika u odnosu slike i teksta u hrvatskim i njemačkim reklamama.

Abstract (english)

The primary goal of advertisements is to evoke the recipients' wish and desire and encourage them to purchase the advertised product. The interrelation between text and image plays an important role in that. In the centre of our attention is the relationship between text and image in advertisements of various types of products in print media, i.e. in Croatian and German magazines. Based on a corpus including fifty advertisements of four types of products (groceries, prescription-free medicines, perfumes and watches), conducted was the analysis of the text-image relationship. The aims of the study were to determine the relation between text and image in advertisements of various types of products, to establish the connection between a function of an image and its relationship to the text, as well as to determine possible differences between the Croatian and German parts of the corpus. The results showed that the text-image relationship, to a large extent, depends on the type of product being advertised, and that there is a connection between the function of an image and its relationship to the text. Furthermore, the contrastive analysis has shown that there are certain differences in the Croatian and German part of the corpus in terms of text-image relationship.

• Keywords: reklame u tisku; odnos slike i teksta; funkcionalna klasifikacija slika; kontrastivna analiza; hrvatski; njemački
• Keywords (english): print advertisement; text-image relationship; functional classification of images; contrastive analysis; Croatian; German
• Language: croatian
• URN:NBN: urn:nbn:hr:111:643902
• 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: 2015-10-28 13:46:13