Golubić, Andreja (2018) Obrada digitalne fotografije i njezin utjecaj na prodaju prehrambenih proizvoda. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mikota, Miroslav].
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Abstract
Ovaj rad započinje uvodnim dijelom u kojem se opisuje razvoj fotografije te se spominje razvoj obrade fotografija od početaka do danas. Zatim se ukratko obrađuje povijest korištenja fotografije u oglašavačke svrhe. Novo poglavlje započinje analizom marketinga u oglašavanju. Spominje se ciljana publika i njihov psihološki profil, te kako oglašavanje djeluje na njih. Nakon toga se opisuje što je oglašavanje, na čemu se temelji, koje su vrste oglasa te koji su vizualni elementi oglasa. U sljedećem poglavlju opisuje se digitalna obrada fotografija i programi za obradu fotografija. Nakon toga spominju se osnovni alati i tehnike obrade fotografija, u programu Photoshop. Teorijski dio se završava s diskusijom što je pretjerana obrada fotografija te se nameće etičko pitanje pretjerane obrade fotografija. Praktični dio započinje izradom plana, odabirom proizvoda i odabirom lokacije. Nakon toga prelazi se na opis snimanja proizvoda te tehničke postavke i karakteristike fotoaparata. Nakon toga slijedi postupak izrade plakata i obrade fotografija. Eksperimentalni dio obrađuje pristup problematici, definira se ciljana skupina i hipoteze te se provodi anketa iz koje se analiziraju rezultati. Cilj istraživanja je utvrditi kakav je stav potrošača prema obradi fotografija prehrambenih proizvoda te da li ih obrada potiče na kupnju ili ih odbija.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Mikota, Miroslav |
| Thesis Committee: | Matijević, Mile and Mikota, Miroslav and Mrvac, Nikola |
| Defence date: | 24 September 2018 |
| Abstract in english: | This thesis begins with an introductory part describing the development of photography, and mentions the development of photo processing from its beginning in the past till today. Then, the history of using the photo for advertising purposes is briefly discussed. The new chapter starts with an analysis of marketing in advertising. It mentions targeted audiences and their psychological profile, and how advertising works on them. It then describes what advertising is, what it is based on, what types of ads are and what are the visual elements of the ad. The next chapter describes digital photo processing and photo processing programs. After that, the basic tools and techniques for photo processing are mentioned in the Photoshop program. The theoretical part ends with the discussion of the excessive processing of photographs and the ethical question of over-processing of photographs. The practical part begins with the creation of a plan, selecting the product, selecting the location. After that, it is described the technical modes of photographing and the technical settings and of the camera. Then the poster and photo processing process is followed. The experimental part deals with problem-solving, defines the target group and hypotheses, and a survey is conducted from which the results are analyzed. The aim of the research is to determine the consumer's view of processing the pictures of food products and whether their processing encourages them to buy or not. |
| Uncontrolled Keywords: | Prehrambeni proizvod, oglas, potrošač, marketinška komunikacija, vizualne poruke, fotografija, fotomontaža, obrada fotografija |
| Keywords in english: | Food products, advertisement, consumer, marketing communication, visual messages, photos, photomontage, photo processing |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 91 |
| Callnumber: | MIK 2018 GOL |
| Inventory number: | DB750 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 14 Jan 2019 10:16 |
| Last Modified: | 14 Jan 2019 10:16 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/2959 |
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