meje dopustnosti medijskega poročanja
Urška Arzenšek (Author), Tina Tomažič (Mentor), Peter Čakš (Co-mentor)

Abstract

V magistrskem delu smo preučevali oglaševalsko pismenost uporabnikov družbenega omrežja Facebook pri vizualnih vsebinah. V raziskovalnem delu smo izvedli anketo, s katero smo ugotavljali, kakšna je oglaševalska pismenost uporabnikov družbenega omrežja Facebook, ali prepoznajo in razumejo namen oglasov, taktike prepričevanja, ki jih uporabljajo oglaševalci, ter kakšen je njihov odnos do oglasov, ki se pojavljajo na družbenem omrežju. Prav tako nas je zanimalo, ali obstajajo razlike v prepoznavanju oglasov in prepoznavanju prodajne namere med različnimi starostnimi skupinami uporabnikov družbenega omrežja. Rezultati so pokazali, da anketiranci družbenega omrežja Facebook v večini prepoznajo, kdaj gre za oglaševanje, in da se oglasi pojavljajo na družbenem omrežju z določenim namenom. Prav tako so rezultati pokazali, da uporabniki prepoznajo in razumejo, da oglaševalci uporabljajo taktike prepričevanja z namenom doseganja določenega učinka. Rezultati so tudi pokazali, da uporabniki v večini ne verjamejo oglasom in menijo, da so stvari v oglasih velikokrat prikazane drugačne, kot so v resnici, ter da se o oglaševanih izdelkih v oglasih večinoma govori le dobro in le redko slabo. Na koncu so rezultati pokazali tudi, da ni bistvenih razlik v prepoznavanju oglaševanja in razumevanju prodajne namere oglasov med različnimi starostnimi skupinami.

Keywords

vizualni marketing;taktike prepričevanja;oglaševalska pismenost;veščine oglaševalske pismenosti;omrežje Facebook;magistrske naloge;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher: [U. Arzenšek]
UDC: 659.113.7:004.774.1(043.2)
COBISS: 86408451 Link will open in a new window
Views: 276
Downloads: 92
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Other data

Secondary language: English
Secondary title: The Advertising Literacy of Facebook Users in the Case of Visual Content
Secondary abstract: The master's thesis explores the advertising literacy of Facebook users in the case of visual content. In the research part, we conducted a survey to determine the advertising literacy of Facebook users, whether they recognize and understand the purpose of advertisements and the compelling tactics used by advertisers, and what their attitude is towards the advertisements that appear on the social network. We were also interested in whether there were differences in recognizing advertisements and recognizing sales intent between different age groups of social network users. The results showed that the respondents who use the social network Facebook mostly recognize when something is being advertised and that advertisements appear on the social network with a specific purpose. The results also showed that users recognize and understand that advertisers use persuasive tactics in order to achieve a specific effect. The results also showed that the majority of users do not trust the advertisements and believe that things are often portrayed differently in advertising than they really are, and that the products promoted in advertisements are mostly only talked about positively and rarely badly. Finally, the results showed that there is no significant difference between different age groups in recognizing advertising and understanding the sales intent of advertisements.
Secondary keywords: visual marketing;persuasive tactics;advertising literacy;advertising literacy skills;Facebook;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages: VII, 89 str.
ID: 13449997