Uporaba znanih oseb v slovenskem oglaševanju

diplomsko delo

Nika Perovšek (Author), Klement Podnar (Mentor)

Abstract

Oglaševanje z znanimi osebami je precej star ter razširjen pristop k oglaševanju. V principu gre za to, da se sklene sodelovanje med organizacijo, ki oglašuje, ter znanim posameznikom, ki nato s svojo prepoznavnostjo vpliva na podobo organizacije, znamke ali produkta med uporabniki oz. potrošniki. V diplomski nalogi so bile najprej opredeljene prednosti in nevarnosti, ki jih uporaba oglaševanja z znanimi osebami prinaša, zatem je sledila razlaga o tem, na kakšen način se znana oseba s produktom lahko pojavlja, nato pa so bile navedene še različne teorije pristopa k razlagi, kako se uporaba znane osebnosti odraža na produktu oz. znamki, ki ga/jo oglašuje. Na raziskovalno vprašanje, kako slovenska podjetja uporabljajo znane osebnosti v svojih oglasih, je bilo odgovorjeno preko analize 1153 na Slovenski oglaševalski festival prijavljenih del, in sicer med letoma 2006 in 2018. Ugotovljeno je bilo, da je 15 % prijavljenih del vključevalo znane osebe, od katerih jih je bilo največ v storitvenem sektorju, v javnosti pa so bile največkrat prepoznane kot športniki.

Keywords

znane osebe;znane osebnosti;Oglaševanje;Potrošniki;Slovenija;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Perovšek]
UDC:	659.1:159.9(043.2)
COBISS:	35755613
Views:	671
Downloads:	211
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Use of celebrities in Slovenian advertising
Secondary abstract:	Using celebrities to advertise products is an old and widespread advertising method. In its core this approach involves the co-operation between an advertising organization and a widely recognizable individual, who then in turn, using his or her celebrity, influences the image of organization, its brand or product among consumers. This thesis starts by defining the main advantages and dangers that such mediums entail, then continues by examining the possible approaches an endorser can use to appear with the product, and concludes with a variety of theoretical stances on how using such formulas can impact the product or brand. The main question being researched - how Slovenian companies use celebrities in their advertisements - relies on the analysis of all submitted work at the Slovenian Advertising Festival between 2006 and 2018, composing of 1153 different entries. It has been determined that 15 % of entered submissions, most of which are from the service sector, included well known persons recognized from sports.
Secondary keywords:	Advertising;Consumers;Slovenia;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	41 str.
ID:	10943202