Utjecaj fotografije i vizualne komunikacije na formiranje stavova publike o promotivnim kampanjama

master's thesis

• Title (english): The influence of photography and visual communication on attitude formation of audience in promotional campaigns
• Author: Hana Kajari
• Mentor: Danijel Labaš (mentor)
• Mentor: Dražen Maleš (sumentor)
• Committee member: Vine Mihaljević (predsjednik povjerenstva)
• Committee member: Petra Begović (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-02-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Tema ovog rada je utjecaj fotografije i vizualne komunikacije na formiranje stavova publike
o promotivnim kampanjama. Cilj istraživanja je otkriti postoji li utjecaj vizualne
komunikacije promotivnih kampanja na formiranje stavova publike o tim kampanjama, u
kolikoj mjeri i zašto. Sam utjecaj stavljen je u kontekst sociodemografskih obilježja
ispitanika, točnije, dobi, spola, stupnja obrazovanja te radnog statusa ispitanika. Istraživanje
je provedeno metodom ankete, točnije posredstvom anketnog upitnika, a način prikupljanja
podataka jest kvantitativan. Prvu polovinu rada predstavlja teorijska podloga same teme.
Osim što je dana definicija marketinga i odnosa s javnošću, napravljena je jasna
diferencijacija između tih dvaju pojmova. Predstavljeni su različiti tipovi promotivnih
kampanja te je definiran sam pojam promocije, odnosno oglašavanja. Kroz povijesni presjek
od rane povijesti, to jest antike, pa sve do danas analizirana je vizualna komunikacija u
kontekstu oglašavanja. Dakle, dan je presjek brojnih izuma kroz povijest poput tiskarskog
stroja, otkrića radio valova i televizije, otkrića kamere i fotografije te pojava filma kao
osnovnih kanala vizualne komunikacije. Upravo spomenutim povijesnim presjekom
prikazana je važnost vizualne komunikacije u prodajne svrhe. Samo istraživanje provedeno
je metodom anketnog upitnika, a njime će se utvrditi razmjeri i percepcija utjecaja vizualne
komunikacije na konzumente oglasa, kao i njihove stavove o kampanjama te u konačnici
njihovu percepciju samog brenda. Kroz studije slučaja tri promotivne kampanje ovaj rad
istražuje generalnu percepciju javnosti o vizualnoj komunikaciji kao i njezinu važnost u
kontekstu promotivnih kampanja. Kroz dva pozitivna primjera vizualne komunikacije te
jedan negativan, prikupljani su stavovi publike i analizirano značenje vizualnog sadržaja
prilikom stvaranja sveukupnog mišljenja o promotivnim kampanjama.

Abstract (english)

The topic of this paper is the influence of photography and visual communication on the
formation of an audience’s attitude towards promotional campaigns. The aim of the research
is to find out if visual communication of promotional campaigns has an impact on the process
of an audience forming an attitude about such campaigns. If there is an impact, this paper
will analyze the extent of it and the reasons behind it. The analysis of the impact took into
consideration the age, gender, education level, and other characteristics of the subjects. The
research was conducted using the survey method, through a survey questionnaire, and the
method of data collection was quantitative. The first half of the paper is the theoretical basis
of the topic itself. In addition to the definition of marketing and public relations, a clear
differentiation was made between the two concepts. Different types of promotional
campaigns are presented and the very concept of promotion or advertising is defined.
Through a historical cross-section from early history, that is, from ancient times until today,
visual communication in the context of advertising has been analyzed. Thus, a cross-section
of numerous inventions throughout history is given such as the invention of printing press,
the discovery of radio waves and television, the discovery of cameras and photography, and
the emergence of film as crucial channels of visual communication. The aforementioned
historical cross-section shows the importance of visual communication for sales purposes.
The research itself was conducted using the survey questionnaire method, and it will
determine the scale and perception of the impact of visual communication on ad consumers,
as well as their attitudes about campaigns, and ultimately their perception of the brand itself.
Through case studies of three promotional campaigns, this paper analyzes the general
public’s perception of visual communication as well as its importance in the context of
promotional campaigns. Two positive and one negative example of visual communication
were used to collect the audience’s attitudes and to analyze the significance of visual content
in the formation of an overall opinion on promotional campaigns.

• Keywords: vizualna komunikacija; fotografija; formiranje stavova publike; promotivne kampanje
• Keywords (english): visual communication; photography; attitude formation; promotional campaigns
• Language: croatian
• URN:NBN: urn:nbn:hr:111:783063
• 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: 2023-02-23 11:19:48