Percepcija oglašavanja u tradicionalnim i novim medijima

master's thesis

• Title (english): The Perception of Advertising in traditional and new media
• Author: Nikolina Antičić Lović
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (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: 2020-04-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad istražuje razlike u percipiranju oglasa u tradicionalnim i novim medijima, a
podijeljen je na dva dijela. Prvi dio rada se oslanja na teorijske postavke. Točnije, objašnjeni su
pojmovi kao što su tradicionalni mediji, novi mediji, oglašavanje i tržišna komunikacija. Osim
toga, u prvom dijelu rada je opisana povijest oglašavanja, kao i funkcije oglašavanje u tržišnim
aktivnostima.
Drugi dio rada se oslanja na provedeno istraživanje. U istraživanju su sudjelovala po dva studenta
sa svake godine komunikologije, odnosno deset studenata koji su pohađali akademsku godinu
2018./2019. Metoda kojom su prikupljeni podaci je dubinski intervju, a istraživanje je provedeno
u periodu od lipnja 2019. do rujna 2019. Prema iskazima ispitanika, postoje razlike u percipiranju
oglasa koji dolaze iz različitih medija, prvenstveno zato što ispitane generacije koriste jedne
medije više od drugih. S obzirom na to da je internet kao novi medij najkorišteniji među
ispitanim studentima, najviše oglasa se primjećuje na njemu. Televizija također ne zaostaje za
novim medijima. Naime, televizija je i dalje korištena u značajnijoj mjeri, a ispitanici i dalje
primjećuju oglase na istoj, najčešće uz istovremeno korištenje interneta. Radio je u najvećoj mjeri
pozadinski medij, ispitanici ga selektivno slušaju dok rade nešto drugo, a tisak i oglasi u tisku
nemaju gotovo nikakav značaj kod ispitanih studenata.
Za razumijevanje koncepta oglašavanja, ispitanici smatraju da je izrazito bitno obrazovanje, ali i
dob. Veća razina obrazovanja i medijska pismenost igraju veliku ulogu u razumijevanju koncepta
oglašavanja, poznavanje pojma i razlici oglasa u tradicionalnim i novim medijima.

Abstract (english)

This paper examines the differences in the perception of ads in traditional and new media, and is
divided into two parts. The first part of the paper has been reduced to theoretical assumptions.
More specifically, terms such as traditional media, new media, advertising and marketing
communication are thoroughly explained. In addition, the first part of the paper describes the
history of advertising as well as the functioning of advertising in market activities.
The second part of the paper is based on conducted research. Two students from each year of
communication science participated in the study, that is, ten students who attended the academic
year 2018/2019. The method that collected the data from the in-depth interview, the research was
conducted between June 2019 and September 2019. According to the respondents, there are
differences in the perception of ads coming from different media, primarily because the examined
generation uses one media more than the other. Given that the Internet is the most widely used
among the surveyed students, such as new media, most ads are noticed on it. Television is also
not far behind the new media. Specifically, television is continued to be used to a significant
extent, and respondents continued to follow the advertisements on the same, using only Internet
in the same time. Radio was for the most part a background medium, the respondents listened
selectively while doing something else, and print media and print media ads had almost no
relevance with the surveyed students.
To understand the concept of advertising, respondents think that education and age are extremely
important. Higher levels of education and media literacy play a great role of connection in
understanding the concept of advertising, familiarity with the term and the promotion of
advertisements in traditional and new media.

• Keywords: oglašavanje; tradicionalni mediji; novi mediji; televizija; tisak; radio; internet; tržišna komunikacija; generacija Z
• Keywords (english): advertising; traditional media; new media; television; print media; internet; market communication; generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:111:779858
• 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: 2020-08-31 07:49:52