Stavovi generacije X i generacije Y prema kontroverznom oglašavanju

master's thesis

• Title (english): ATTITUDES OF GENERATION X AND GENERATION Y TOWARDS CONTROVERSIAL ADVERTISING
• Author: Maja Juras
• Mentor: Mirko Palić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Andrea Razum (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-12-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Kontroverzno oglašavanje se u svijetu upotrebljava već nekoliko desetljeća, ali se intenzivnije
počelo koristiti i počela mu se pridavati veća značajnost oko 1980. godine kada je talijansko
poduzeće United Colors of Benetton za oglašavanje svojih odjevnih predmeta započelo s tim
oblikom oglašavanja. Iako se kontroverzno oglašavanje u svijetu dosta koristi i njegova
upotreba se povećava, u Hrvatskoj je zabilježeno tek nekoliko kampanja koje koriste
kontroverzno oglašavanje.
Cilj rada je istražiti stavove generacije X i generacije Y prema kontroverznom oglašavanju, te
dobiti uvid u potencijal korištenja kontroverznog oglašavanja na tržištu u pridobivanju novih
kupaca. Istraživanje je provedeno u obliku anketnog upitnika na 200 ispitanika podijeljenih u
dvije dobne skupine. Rezultati istraživanja su pokazali podijeljenost stavova ispitanika prema
kontroverznom oglašavanju i kako ne postoje značajne razlike između ispitanika različitih
dobnih skupina. Također je moguće zaključiti da kontroverzno oglašavanje ima veliki
potencijal za korištenje u budućnosti jer privlači pozornost, ali zbog nedovoljne istraženosti
zahtijeva dodatna istraživanja.

Abstract (english)

Controversial advertising has been used world wide for a few decades, but more intensive use
started and became more significant in 1980 when Italian clothing company introduced shock
tactics in their advertising. Although controversial advertising is widley used in the world,
only few organizations have used shock tactics in their advertising in Croatia.
The purpose of this study is to examine the attitudes of generation X and generation Y
towards controversial advertising and to examine the potential of using controversial
advertising in order to attract new customers. Research was conducted in the form of
questionnaire to 200 respondents in two age groups. Findings show that most respondents
hold divided attitudes towards controversial advertising and that two age groups are not
signicificantly different in attitudes towards controversial advertising. It is also possible to
conclude that the use of controversial advertising has huge potential in the future but also
requires additional studies and research.

• Keywords: oglašavanje; kontroverzno oglašavanje; generacija X; generacija Y
• Keywords (english): advertising; controversial advertising; generation X; generation Y
• Language: croatian
• URN:NBN: urn:nbn:hr:148:988863
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-21 11:55:46