Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost

master's thesis

• Title (english): Attitudes towards appeal to sex in advertisements with regard to generation belonging
• Author: Leo Banek
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-04-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Prosječna osoba dnevno se susreće sa velikom količinom oglasa, te iz tog razloga marketinški stručnjaci sve teže dolaze do izražaja prilikom promocije. Sve češća pojava u svijetu oglašavanja jest upotreba apela na seks koji po svojoj prirodi vrlo dobro privlači pažnju. U ovom radu, koji se dijeli na teorijski i empirijski dio, iznesene se teorijske spoznaje o oglašavanju, stavovima, apelima s fokusom na apel na seks, te temeljnim razlikama između ispitanih generacija. U istraživanju se ispitao stav potrošača prema apelu na seks u oglasima među različitim generacijskim skupinama. Generacije koje su se ispitivale su generacija X (od 44 do 57 godina), generacija Y (od 28 do 43 godine) i generacija Z (za potrebe ovog rada uzele su se osobe od 18 do 27 godina). U rezultatima došlo se do spoznaje da su u većini slučaja generacije X i Y relativno sličnije, dok generacija Z odstupa u svakom pogledu stava prema apelu na seks.

Abstract (english)

The average person meets a vast amount of advertising daily, and for this reason, marketing experts are finding it increasingly difficult to express themselves during promotion. An increasingly common phenomenon in the world of advertising is the use of appeals to sex, which by its nature attracts attention very well. This paper, which is divided into theoretical and empirical parts, presents theoretical knowledge about advertising, attitudes, appeals with a focus on the appeal to sex, and the fundamental differences between the surveyed generations. The research examined the attitude of consumers towards the appeal to sex in advertisements among different generation groups. The generations examined were Generation X (44 to 57 years old), Generation Y (28 to 43 years old) and Generation Z (for the purposes of this paper, persons aged 18 to 27 years were taken). The results showed that in most cases, Generations X and Y are relatively more similar, while Generation Z deviates in every aspect from the point of view of the appeal to sex.

• Keywords: oglasi; apel na seks; stavovi; generacijske skupine
• Keywords (english): advertisements; appeal to sex; attitudes; generational groups
• Language: croatian
• URN:NBN: urn:nbn:hr:148:984303
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-04-28 11:51:07