Antonić, Mateo (2021) Obrada, uloga i važnost fotografije u digitalnom marketingu. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mikota, Miroslav].
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Abstract
Komunikacija između poduzeća i tržišta je sve veća i baš iz tog razloga je došlo do kombiniranja raznih promotivnih aktivnosti kako bih se lakše došlo do ciljanih skupina i udovoljavanju njihovih potreba. Oglašavanje je danas izrazito zastupljeno i postalo je vrlo čest i učinkovit oblik komunikacije. Fotografija u oglašavanju je izrazito moćan alat jer privlači pozornost i šalje jasnu poruku. Informacije koje daje fotografija teško može nadomjestiti bilo koji tekst, a danas ubrzani način života ne ostavlja puno vremena za čitanje pa bi rijetko tko trošio vrijeme na čitanje oglasa. Internet i društvene mreže u oglašavanju dobivaju sve veću ulogu, pa oglašavanje samo po sebi ima sve veći potencijal. Društvene mreže se baziraju na fotografijama i video zapisima, te se većina informacija prima vizualnim putem i medij su u konstantnom porastu, tako da oglašavanje pomoću fotografije je obavezno kod svakog poduzeća u svrhu dobivanja boljih rezultata marketinških kampanja. Također, fotografija danas zbog razvoja tehnologije fotografskih aparata nekada i nije dovoljna. Programi za obradu fotografije su također napredovali i imaju veliku ulogu u promociji. Obrada fotografije za kvalitetan oglas je ključna jer se može istaknuti dio fotografije, ukloniti nepoželjne objekte sa fotografije, balansirati boje, odnosno program nudi mogućnost manipuliranja svim aspektima fotografije. Ovaj rad će se bazirati na utjecaju fotografije u digitalnom marketingu, povijesti fotografije, utjecaj fotografije na kupca ili budućeg klijenta i objasniti ulogu Photoshopa i njegove mogućnosti u području obrade fotografije na raznim primjerima.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Mikota, Miroslav |
| Thesis Committee: | Dragčević, Krešimir and Mikota, Miroslav and Jurečić, Denis |
| Defence date: | 30 September 2021 |
| Abstract in english: | Communication between companies and the market is increasing and it is for these reasons that various promotional activities have been combined to make it easier to reach target groups and meet their needs. Advertising is strongly represented today and has become a very common and effective form of communication. Photography in advertising expresses a powerful tool because it attracts attention and sends a clear message. The information that gives a photo can hardly replace any text, and today the fast-paced lifestyle does not leave much time to read, so rarely would anyone spend time reading ads. The Internet and social networks are gaining an increasing role in advertising, so advertising itself has increasing potential. Social networks are based on photos and videos, and most information is received visually through and media is constantly growing, so advertising through photos must be mandatory for every company in order to get better results from marketing campaigns. Also, photography today is not enough due to the development of photographic device technology. Photo processing programs have also progressed and play a major role in promotion. Photo processing for a quality ad is crucial because you can highlight part of the photo, remove unwanted objects with photos, balance colors, or the program offers the ability to manipulate all aspects of photos. This paper will build on influential photographs in digital marketing, historical photographs, influential photographs on customers or prospective clients, and explain the role of Photoshop and its capabilities in the field of photo processing on various examples. |
| Uncontrolled Keywords: | fotografija, marketing, oglašavanje, društvene mreže, internet, oglas, obrada fotografije, Photoshop |
| Keywords in english: | photography, marketing, advertising, social networks, internet, advertising, photo processing, Photoshop |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 50 |
| Callnumber: | MIK 2021 ANT |
| Inventory number: | DB1032 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 18 Dec 2023 10:29 |
| Last Modified: | 18 Dec 2023 10:29 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3619 |
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