Umjetnost u društvu masovne komunikacije u kontekstu modnog oglašavanja

master's thesis

• Title (english): Art in the Society of Mass Communication in the Context of Fashion Advertising
• Author: Ines Blašković
• Mentor: Ivana Greguric (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Committee member: Ivana Greguric (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Medijski posredovana komunikacija u masovnom društvu sve se više odlikuje slikovnim karakterom prenošenja informacija. Estetsko iskustvo postaje univerzalni prijenosnik poruka, a simbolizam imanentni instrument razumijevanja dobivenih informacija. U tom kontekstu umjetnost možemo promatrati kao pokretač jedinstvene kognitivne aktivnosti koja potiče razumijevanje i interpretaciju medijskog diskursa. Zato je cilj ovoga rada pokušati pojasniti vezu između komuniciranja stavova u masovnom društvu i umjetnosti na primjeru oglašavanja etabliranih modnih brendova, koji za predloške svojih kampanja koriste vizuale najpoznatijih umjetničkih djela. Prvi dio rada bavi se poviješću razvoja masovnih medija i društva u kojem takvi mediji dominiraju, s naglaskom na položaj umjetnosti i na implikacije koje djelovanje sredstava masovnog komuniciranja ostavlja na društvo i kulturu u cjelini. Zatim se raspravlja o važnosti estetike i umjetnosti u današnjem vizualno usmjerenom društvu te se preispituje njihov komunikacijski potencijal u kontekstu promidžbe. Teorijski dio rada zaključen je poglavljem o vizualnoj komunikaciji i modnom oglašavanju, pri čemu se fokus stavlja na pojašnjenje pojma reprodukcije u kontekstu umnažanja umjetničkih djela za potrebe oglašavanja. Istraživački dio rada komparativnom analizom sadržaja ispituje kako umjetnička forma utječe na komunikacijske poruke modnih brendova te način na koji se uporabom umjetničkih djela kao predložaka pri modnom oglašavanju implicira intencija poruke.

Abstract (english)

Communication mediated by primary media channels in mass society is increasingly distinguished by the pictorial character of transmitted information. Aesthetic experience becomes a universal transmitter of messages, and symbolism an immanent instrument for understanding the obtained information. In this context, we can consider art as the driver force of a unique cognitive activity that encourages the understanding and interpretation of media discourse. That is why the goal of this paper is to try to clarify the connection between the communication of attitudes in the mass society and art, using the examples of selected advertising campaigns by established fashion brands, which use visuals of the most famous works of art as templates for their campaigns. The first part of the paper focuses on the history of development of the mass media and the society in which said media dominates, with an emphasis on the position of art and the implications which the means of mass communication can have on society and culture as a whole. Next chapter focuses on the importance of aesthetics and art in today's visually oriented society, and their communication potential in the context of advertising is re-examined. The theoretical part of this paper is concluded with a chapter on visual communication and fashion advertising, with the focus on clarifying the concept of reproduction in the context of multiplication of different artworks for advertising purposes. Through a comparative content analysis the research part of the paper examines how the artistic form affects the communicatory messages of the fashion brands and the way in which the intention of the message is implied by the use of different works of art as templates in fashion advertising.

• Keywords: masovno društvo; vizualna komunikacija; umjetnost; oglašavanje; modni brendovi
• Keywords (english): mass society; visual communication; art; advertising; fashion brands
• Language: croatian
• URN:NBN: urn:nbn:hr:111:591381
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-11-27 12:53:47