Prikriveni oglasi na društvenim mrežama i video kanalu

master's thesis

• Title (english): Subliminal advertising on social media and video channel
• Author: Katarina Mulavdić
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Cilj ovoga rada je istraživanjem saznati jesu li mladi upoznati sa pojmom influencera i
prikrivenog oglašavanja te znaju li poveznicu između njih. Uz to, cilj je saznati znaju li
mladi prepoznati kada se radi o prikrivenom oglašavanju te utječu li prikriveno
oglašavanje i influenceri na njihovu odluku o kupnji. Želimo saznati je li veći utjecaj
okoline (obitelji i prijatelja) ili influencera te koliko se mijenja vjerodostojnost
influencera kada publika (ispitanici) znaju da se radi o prikrivenom oglašavanju ili
sponzoriranom sadržaju (klasičnom oglašavanju).
Želimo istražiti koje vrste oglašavanja postoje te koje se vrste u novo, digitalno vrijeme
najviše koriste. Želimo se upoznati s pojmom influencera, saznati što nekoga čini
influencerom te koliko su oni bitni za prikriveno oglašavanje.

Abstract (english)

Purpose of this research is to find out are youth familiar with terms influencers and
subliminal advertising, also can they link those two terms. Besides that, goal is to find
out if they can recognize when it comes to subliminal advertising and does subliminal
advertising and influencers affect on their buying decisions. We want to find out who
has more leverage, environment (family and friends) or influencers. Also, we want to
find out how does influencers credibility changes when public (examinees) knows that
it is about subliminal or classic advertising.
We want to explore which types of advertising exists and which are the most used in
new, digital age. Also, we want to familiarize with term influencer and to find out what
makes them an influencer and to find out how important they are for subliminal
advertising.

• Keywords: prikriveno oglašavanje; mladi; društvene mreže; influenceri
• Keywords (english): subliminal advertising; youth; social media; influencers
• Language: croatian
• URN:NBN: urn:nbn:hr:111:734363
• 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: 2021-10-15 07:01:38