Razumevanje vloge vizualnih komunikacij pri trženju med srednješolci

magistrsko delo

Daša Praznik (Avtor), Jurij Selan (Mentor), Beatriz Tomšič-Čerkez (Komentor)

Povzetek

Komunikacija, vizualna komunikacija, grafično oblikovanje in trženje so pojmi, ki so med seboj tesno povezani. Danes nas spremljajo na vsakem koraku. S pomočjo komunikacije urejamo odnose, izražamo čustva, mnenja, odločitve, vodimo svoje življenje. Sporočila, ki si jih izmenjujemo, so lahko besedne ali nebesedne narave, kot npr. (slikovni) simboli, geste, izrazi, mimika. Komuniciranje lahko poteka na različnih ravneh, od pogovora med dvema osebama do globalnih socialnih interakcij med skupinami, institucijami. Prav zato ima komuniciranje s širšo publiko velik pomen pri trženju različnih izdelkov in storitev. Vsak dan smo izpostavljeni neštetim oglasnim sporočilom, za katera skrbi tržno komuniciranje. Za dosego ciljev učinkovite tržne komunikacije se je potrebno zavedati vključenosti v družbo, kulturo in uporabljati izvirne komunikacijske pristope, s katerimi se potrošnikom blagovne znamke približa. Za dosego tega se tržna komunikacija poveže z vizualno komunikacijo in grafičnim oblikovanjem. Urejena celostna grafična podoba je tisti del, ki v tržni komunikaciji na poslovne partnerje in potrošnike naredi prvi vtis. V magistrskem delu sem zato raziskala vlogo vizualnih komunikacij pri trženju in razumevanje njene vloge med mladostniki, natančneje med srednješolci. V ta namen sem izvedla akcijsko raziskavo, v kateri sem preverjala, kako dobro učenci razumejo vlogo vizualnih komunikacij pri trženju in kako to znanje nadgraditi. V prvem koraku sem s pomočjo vprašalnikov, diskusije in podane oblikovalske naloge ugotovila predhodno znanje dijakov s področja vizualnih komunikacij in trženja. Dijaki so pokazali nekaj obstoječega predznanja, vendar se je izkazalo, da gre le za splošno znanje, ki ga niso znali prenesti v prakso. Zato sem v drugem koraku raziskave vnesla spremembo in dijakom v predavanju “Od ideje do izdelka” omogočila širše teoretično znanje in prikaz le tega v praksi. Nato sem s ponovno izvedbo naloge in analizo del ugotavljala njihov napredek na področju dojemanja tržne vloge vizualnih komunikacij. Dijaki so se tekom predavanja razživeli, zanimanje je bilo precej večje kot prej, prav tako pa njihovo razumevanje same teme. Sledila je ponovna izvedba prve naloge, tokrat s poudarkom na izboljšavah. Dijaki so pri izboljšavah in zagovoru le-teh upoštevali naučeno in pokazali večje razumevanje vloge vizualnih komunikacij pri trženju.

Ključne besede

grafično oblikovanje;celostna grafična podoba;vizualna komunikacija;tržna komunikacija;blagovna znamka;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2017
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UL PEF - Pedagoška fakulteta
Založnik:	[D. Praznik]
UDK:	655(043.2)
COBISS:	11759433
Št. ogledov:	828
Št. prenosov:	205
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Understanding the role of visual communication in marketing amongst highschool students
Sekundarni povzetek:	Communication, visual communication, graphic design, and marketing are all closely connected concepts. Today they accompany us at every step of our lives. Communication enables us to govern relations, express feelings, opinions, decisions, to lead our lives. The messages we exchange can be verbal or non-verbal in nature, such as (pictorial) symbols, gestures, expressions, mimicry. Communication can take place at various different levels, ranging from a discussion between two individuals to global social interactions between groups or institutions. This is precisely why communicating with a wider audience is of great significance when marketing various products or services. Each day we are exposed to countless advertising commercials for which marketing communication is responsible. To achieve the goals of a successful marketing communication an awareness of the social and cultural integration is necessary, along with the use of original communication approaches that further bring the brand closer to the consumers. In order to achieve this, marketing communication is linked up with visual communication and graphic design. A well-designed corporate identity is precisely that part of marketing communication that makes the first impression on business partners and customers alike. This is why I have chosen to research the role of visual communication in marketing and understanding its role among adolescents, specifically high-school pupils, as my master’s thesis. To this end, I have carried out an action research, which is presented in the empiric part of the thesis. I have been verifying how well pupils understand the role of visual communication in marketing and how to improve this knowledge. The first step of the research was to determine the prior knowledge of high-school pupils in the field of visual communication and marketing with the help of questionnaires, a discussion, and an issued design exercise. The pupils have shown a degree of pre-existing knowledge but it turned out to be general knowledge that they were unable to put into practice. That is why I have introduced a change in the second step of the research and presented parts of the theory on visual communication and marketing in addition to presenting some practical examples to the pupils in a lecture called ‘‘From an idea to a product’’. Afterwards, by doing another exercise and analysing their works I determined their progress in the field of comprehension of the role of visual communication. During the lecture the pupils became ever more engaged, they showed much more interest than before, and their understanding of the topic was much better. What followed was redoing the first exercise but this time with an emphasis on the improvements. With the improvements and the defence there-of the pupils took all they learned into account and demonstrated a higher understanding of the role of visual communication in marketing.
Sekundarne ključne besede:	communication;marketing;komunikacija;trženje;
Vrsta datoteke:	application/pdf
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Ljubljani, Pedagoška fak., Likovna pedagogika
Strani:	78 str.
ID:	10869194