Analiza vpliva neverbalne komunikacije v televizijskih oglasih na prepričevanje

diplomsko delo

Katarina Žilavec (Author), Ines Kožuh (Mentor), Tina Tomažič (Co-mentor)

Abstract

Če želimo nekoga v nekaj prepričati, je pomembno, kakšno neverbalno komunikacijo uporabimo, da dosežemo svoj namen. Namen diplomskega dela je bil raziskati, ali ima izrazitost neverbalne komunikacije v televizijskem oglasu povezavo s prepričljivostjo posameznika. Zanimalo nas je, ali je stopnja izrazitosti neverbalnih znakov v oglasu povezana z zaznano prepričljivostjo oglasa; ali je stopnja izobrazbe udeležencev povezana z zaznano prepričljivostjo oglasa ter ali je spol udeležencev povezan z zaznano prepričljivostjo oglasa. Ugotovili smo, kjer je bila v oglasu neverbalna komunikacija izrazitejša, je ljudi oglas bolj prepričal. Prav tako smo ugotovili, da višja, kot je izobrazba, manjša je prepričljivost posameznika, ter da so oglasi bolj prepričali ženske kot moške.

Keywords

neverbalna komunikacija;oglaševanje;televizijski oglasi;prepričevanje;diplomske naloge;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[K. Žilavec]
UDC:	659.113.7:075.2(043.2)
COBISS:	93976323
Views:	242
Downloads:	47
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of nonverbal communication in television advertising and its influence on persuasion
Secondary abstract:	If we want to convince someone of something, it is important what non-verbal communication we use to achieve our goal. The aim of the thesis was to investigate whether the expressiveness of non-verbal communication in a television advertisement has a relationship with the persuasiveness of the individual. We were interested in whether the degree of expressiveness of non-verbal cues in an ad is related to the perceived persuasiveness of the ad; whether the educational level of the participants is related to the perceived persuasiveness of the ad and whether the gender of the participants is related to the perceived persuasiveness of the ad. We found that where there was more non-verbal communication in the ad, people were more persuaded by the ad. We also found that the higher the education level, the less persuasive the individual, and that women were more persuaded by the ads than men.
Secondary keywords:	non-verbal communication;advertising;TV commercials;persuasion;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	VII, 79 str.
ID:	13347371