Produkcija televizijske reklame

Juričić, Darijo (2015) Produkcija televizijske reklame. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Koren Ivančević, Tajana].

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Abstract

Diplomski rad obrađuje temu produkcije televizijske reklame. Pod pojmom televizijska reklama, obično se misli na minijaturni reklamni film, kratku video-audio formu u kojoj se, prema svim pravilima filmske umjetnosti (filmskog jezika), javnosti prezentira određeni proizvod, usluga ili nekakva ideja koju je potrebno afirmirati, objaviti i zainteresirati ciljane društvene grupe. Budući da su televizijske reklame još uvijek najomiljeniji način oglašavanja, važno je da budu kvalitetne. Iz perspektive oglašivača to znači da doprinose prodaji, a iz perspektive gledatelja da zabavljaju i govore nešto novo i relevantno. Reklama mora komunicirati poruku koja je od osobne važnosti gledaocu, bilo da se radi o stvaranju veze s proizvodom ili o nekoj novosti koju reklama prenosi. Osim informacije koju prenosi od velike je važnosti i kreativnost. Samo na temelju informacija teško je donijeti odluku tako da će presuditi neki drugi faktori kao što je naprimjer brending proizvoda. Diplomski rad teorijski i praktično pokriva proces stvaranja televizijske reklame i sve čimbenike koji uvjetuju dobro rješenje; počevši s brendingom proizvoda za koji se reklama izrađuje u ovome slučaju again&again platnenih vrećica.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Koren Ivančević, Tajana
Defence date:	16 July 2015
Abstract in english:	This graduate thesis is concerned with the production of a television commercial. The term television commercial can be defined as a concise promotional film, a short audio-visual format, guided by all the rules of film art (film language), whose purpose is to present the public with a certain product, service or an idea that needs to be either affirmed, published or it needs to garner attention from a targeted social group. Since television commercials are still the most popular way of advertising, it’s important that their quality measures up. From the viewpoint of the advertiser that means that they have to increase sales, and from the viewer’s perspective they need to be entertaining and with a fresh angle on a relevant issue for them. The commercial has to convey a message that is of personal importance to the viewer, whether it’s creating a connection to the product or expressing a certain novelty. Apart from the information conveyed in the commercial, the creativity associated with it carries a great deal of weight. It’s difficult to make a final decision based on just information. Other aspects play a role as well, such as product branding. The graduate thesis focuses on the theoretical and the practical process of creating a television commercial, as well as incorporating all the components that are necessary to generate a satisfactory solution; starting with the branding of the product for which the commercial is made. In this case, the product is again&again tote bag.
Uncontrolled Keywords:	produkcija, reklama, televizija, brend, again&again
Keywords in english:	production, commercial, television, brand, again&again
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	47
Callnumber:	kort 2015 jur
Inventory number:	DB423
Depositing User:	Antonia Grgurović
Status:	Unpublished
Date Deposited:	17 Jul 2015 09:14
Last Modified:	17 Jul 2015 09:19
URI:	http://eprints.grf.unizg.hr/id/eprint/2255

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