Title | Seksualni apeli u oglašavanju |
Author | Maja Biondić |
Mentor(s) | Ariana Nefat (thesis advisor)
|
Abstract | Ovim radom se ukazuje kolika je moć seksualnih apela u samom oglašavanju, kako oni djeluju na potrošača, te kako izazivaju veliku paţnju i povećavaju prodaju proizvoda ili usluge ako se koriste na pravi način. Oglašivači se ne ustručavaju upotrijebiti oglas sa seksualnim apelom za bilo koji proizvod. Prve pronađene tablice sa komercijalnim reklamama potiču iz ruševina Pompeje. Proizvod jednog prodavača se morao izdvojiti od proizvoda drugih prodavača, stoga su prodavači počeli reklamirati svoje proizvode kako bi privukli paţnju kupaca. Prijašnja konzervativna društva ne bi prihvaćala oglase sa seksualnim apelima, dok su u današnje vrijeme takvi oglasi normalna pojava, te se koriste dosta često i za sve vrste proizvoda. Isto tako u radu je prikazano kolika je vaţnost medija za uspješno oglašavanje. Ističe se da je naspram televiziji, jako dobar medij za prenošenje apela na seks digitalni medij. Razlog tome je što mlađe i starije generacije, sve više vremena provode upravo na takvom mediju kao što su društvene mreţe. U radu se ističu i primjeri apela na seks, kako bi vidjeli kako je to u stvarnosti doista korisno i kako dobro funkcionira pri privlačenju paţnje potencijalnih kupaca. Moţe se zaključiti da je danas bez oglasa nemoguće prodati proizvod zbog velike konkurencije. Isto tako, moţemo zaključiti da seks kao apel ima velik broj pozitivnih strana, ali isto tako da s njim treba oprezno i da bi trebalo pripaziti na kojim mjestima ili u kojim gradovima se oglas prikazuje zbog razlika u kulturi ili zbog ne shvaćenosti onoga što je marketinški stručnjak htio prenijeti oglasom. |
Keywords | Advertisement ad media appeal sexual appeal |
Parallel title (English) | Sexual appeals in advertising |
Committee Members | Lenko Uravić (committee chairperson) Ariana Nefat (committee member) Dražen Alerić (committee member)
|
Granter | University of Pula |
Lower level organizational units | Faculty of economics and tourism "Dr. Mijo Mirković" |
Place | Pula |
State | Croatia |
Scientific field, discipline, subdiscipline | SOCIAL SCIENCES Economics Marketing
|
Study programme type | university |
Study level | undergraduate |
Study programme | Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics |
Study specialization | Finance |
Academic title abbreviation | univ.bacc.oec. |
Genre | undergraduate thesis |
Language | Croatian |
Defense date | 2016-09-28 |
Parallel abstract (English) | This work will show the power of sexual appeal in advertising and its effects on the consumer, as well as how it creates attention and increase in sales of merchandise and services, if used properly. Advertisers don't shy from using sexual ads for almost all kinds of advertisement. In fact, archeological excavations in Pompeii have unearthed advertisement tables that had explicit imagery on them. This was done by merchants to stand out from competition, to differentiate their products from one another and attract the attention of the consumer. While it's true that older more conservative societies would frown upon sexually themed ads; societies of today use sexuality for all kinds of advertisements. The importance of media in disseminating advertisements is well known. Traditionally, television played a pivotal role in advertising, but today digital media such as Internet, have taken the lead. Explanation as to why that is so lies primarily in the social media phenomenon. In addition to everything listed above, this work also seeks to point out real world examples of the efficiency of sexual ads in captivating consumer's attention. One inevitably realizes that without sex it would be almost impossible to sell in today's market due to competition. Sexually themed ads, both overt and subtle have a plethora of positive aspects, however, one must utilize this advertising technique cautiously and with care depending on the targeted audiences' cultural background. |
Parallel keywords (Croatian) | Oglašavanje oglas mediji apeli apel na seks |
Resource type | text |
Access condition | Open access |
Terms of use |  |
URN:NBN | https://urn.nsk.hr/urn:nbn:hr:137:365183 |
Committer | Tihana Gerić |