Budija, Sara (2019) Fotografija kao sredstvo marketinških kampanja. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mikota, Miroslav].
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Abstract
Fotografija je isprva značila način zabilježavanja događaja, elemenata, likova i atmosfere. Industrijalizacijom svijeta i razvojem trgovine, fotografija dobiva još jednu granu – reklamnu fotografiju, korištenu u svrhu promocije i prodaje proizvoda. S vremenom, industrija oglašavanja počinje uzimati u obzir i psihologiju potrošnje, unaprijeđujući tako i korištena sredstva, od kojih je najmoćniji bila i ostala fotografija. Ljudi su vizualna bića, a upravo prava fotografija gledatelju može prenijeti veliku količinu informacija u jako kratkom roku. Kako bi se proizvod što bolje istaknuo te u krajnjem cilju i prodao, proizvod je potrebno prikazati u pravilnom tonu, a proizvođači nerijetko pristaju i na foto-manipuliranje prikazanim rezultatom proizvoda – primjer su pretjerano izbijeljeni zubi na fotografiji za pastu za zube. Razvojem popularnosti društvenih mreža, razvija se i nova grana marketinga, a to je digitalni marketing. Kako je fotografija krucijalan alat skoro svih poznatih društvenih mreža, digitalni marketing gotovo i da ne postoji bez fotografije. U današnje vrijeme, svi korisnici društvenih mreža su oglašivači – sve što trebaju napraviti je objaviti sliku na kojoj se vidi neki proizvod. U eksperimentalnom dijelu diplomskog rada istražuje se uspjeh fotografija koje tvrtke koriste u komunikaciji sa publikom preko kanala društvene mreže Facebook.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Mikota, Miroslav |
| Thesis Committee: | Matijević, Mile and Mikota, Miroslav and Mrvac, Nikola |
| Defence date: | 3 June 2019 |
| Abstract in english: | Photography in its beginnings meant the way of recording events, elements, characters and atmosphere. With the globalization of the world and the development of the trade, photography gets another branch - a commercial photograph, used for the purpose of promoting and selling products. Over time, the advertising industry is beginning to take into account the use of psychology and the resources used, the most powerful of which was photography. People are visual beings, and just the right photo to the viewer can convey a large amount of information in a very short time. In order to highlight the product better and sell it in the end, the product needs to be displayed in the right tone, and manufacturers often agree to photo manipulate the result of the product - an example is excessively bleached teeth on a toothpaste commercial. With the increase of popularity of social networks, a new branch of marketing is developing, and it’s called digital marketing. As photography is the key tool of almost all known social networks, digital marketing almost does not exist without photos. Nowadays, all social network users are advertisers - all they need to do is publish a picture that shows a product. The experimental part of the graduate thesis examines the success of photos that companies use in communicating with the audience through Facebook's social network channels. |
| Uncontrolled Keywords: | fotografija, reklamna fotografija, oglašavanje, proizvod, društvene mreže, digitalni marketing |
| Keywords in english: | photography, advertising photography, advertising, product, social networks, digital marketing |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 35 |
| Callnumber: | MIK 2019 BUD |
| Inventory number: | DB805 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 05 Jun 2019 11:26 |
| Last Modified: | 05 Jun 2019 11:26 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3017 |
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