Korištenje humora u oglašavanju

undergraduate thesis

• Title (english): Use of humor in advertising
• Author: Antea Beneta
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kada se promatra humor u kontekstu oglašavanja, pristupi koji se koriste u oglasima ne moraju nužno proizvesti šaljive učinke. U ovom slučaju se humor može definirati kao odgovor publike na određene poruke u oglasima. Šaljivi oglasi se klasificiraju na sljedeći način: oglasi orijentirani na emocije, oglasi orijentirani na spoznaju i oglasi orijentirani na društvo. Postoji još mnogo vrsta humora, poput agresivnog, seksualnog i neskladnog humora. Šaljivi oglasi se smatraju uspješnim kada publika na njih pozitivno odgovori. Korištenje humora postala je uobičajena praksa u oglašavanju. Otprilike jedan od pet televizijskih promocija sadrži šaljive poruke. Zbog globalizacije, potrebni su međukulturni pristupi i globalni oglasi. Bliski odnos između kulture i komunikacije zahtijeva da multinacionalne tvrtke imaju na umu da su kulturni čimbenici vrlo važni u planiranju strategije međukulturne komunikacije. U nekim slučajevima i publika možda neće smatrati humor u promociji smiješnim. Stoga humor treba koristiti pažljivo, zbog potencijalnog rizika koji bi se mogao dogoditi. Pozitivan učinak stvara se kada je humor povezan i dobro integriran s objektom ili porukom u oglasu.

Abstract (english)

When looking at humor in the context of advertising, the approaches used in ads do not necessarily produce humorous effects. In this case, humor can be defined as the audience’s response to certain messages in ads. Humorous ads are classified as follows: emotion-oriented ads, cognition-oriented ads, and society-oriented ads. There are many other types of humor, such as aggressive, sexual, and inconsistent humor. Humorous ads are considered successful when the audience responds positively to them. The use of humor has become a common practice in advertising. Approximately one in five television commercials contains humorous messages. Due to globalization, intercultural approaches and global advertisements are needed. The close relationship between culture and communication requires that multinational companies keep in mind that cultural factors are very important in planning an intercultural communication strategy. In some cases, the audience may not find the humor in the commercial funny. Therefore, humor should be used carefully, because of the potential risk that could occur. A positive effect is created when humor is connected and well integrated with the object or message in the ad.

• Keywords: marketing; humor; oglašavanje; promocija; rizici; potrošači
• Keywords (english): marketing; humor; advertising; promotion; risks; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:960226
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2022-09-15
• Created on: 2021-09-15 14:09:01