Različitost utjecaja apela na humor na stav s obzirom na spol

master's thesis

• Title (english): Diversity of influence of humor appeal on attitude with regard to gender
• Author: Beatrice Roginić
• Mentor: Ana Tkalac Verčič (mentor); MBZ: 218105
• Committee member: Andrea Lučić (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Jedan od dijelova marketinške komunikacije je oglašavanje kojim se nastoji informirati potrošače o proizvodima i/ili uslugama, ali i usmjeriti potencijalne kupce na kupnju i konzumaciju istih. Kako bi se to postiglo, upotrebljavaju se razni oglašavački apeli kojima se utječe na percepciju potrošača o oglašavanim proizvodima i uslugama. Smatra se da su oglašavački apeli glavni dio poruke koja se prenosi. Postoji nekoliko klasifikacija apela u oglašavanju, a ona temeljna je podjela na apele usmjerene na proizvod i apele usmjerene na potrošača. Postoji mnogo vrsta apela, a neke od njih su apel na strah, humor, seks, krivnju. U ovom radu naglasak se stavlja na apel na humor. Apel na humor je često korišten u oglašavanju jer, osim što privlači pažnju i potiče pamćenje, on stvara pozitivno i veselo raspoloženje što utječe na prihvaćanje proizvoda ili usluge koja se oglašava. Bitna odrednica koja treba biti uzeta u obzir prilikom kreiranja oglasa i odlučivanja o apelu koji će biti korišten je spol jer se muškarci i žene razlikuju u ponašanju te reagiraju drugačije na dostupne oglase i prisutne apele. U radu se povezuje teorijska osnova na temelju stručne literature s praktičnom analizom temeljenom na istraživanju koje je provedeno o utjecaju apela na humor na stav u oglašavanju.

Abstract (english)

Advertising, a part of marketing communications mix, is trying to inform consumers about products and/or services, but also direct potential buyers to the purchase and consumption of the same. For that purpose, advertisers use various advertising appeals, which are supposed to influence consumer perception around given products or services; advertising appeals are considered to be the main part of the message communicated. There are numerous classifications of appeals, with the most fundamental being the division according to the messages being centered around products or, on the other hand, consumers. There are also a great many types of appeals, some of those being appeal to fear, humor, sex or guilt. With this effort, the emphasis is put on the appeal to humor. Save for it attracting attention and strengthening recall, appeal to humor is often used because it creates a positive atmosphere, which in return boosts the acceptance of the product or service advertised. A major determinant to consider when creating an advertisement and deciding about the appeal to be used is sex, as men and women differ in behavior and react differently to the available advertisements and accompanying appeals. This work joins the theoretical basis from the professional literature to the practical analysis of the research conducted about the effect of humor appeal to the attitude in advertising.

• Keywords: oglašavanje; apeli u oglašavanju; apel na humor; stavovi; spolne razlike
• Keywords (english): advertising; advertising appeals; humor appeal; attitudes; gender differences
• Language: croatian
• URN:NBN: urn:nbn:hr:148:658743
• Study programme: Title: 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: Access restricted to students and staff of home institution
• Created on: 2021-09-29 16:30:57