Šalov, Josip (2018) Utjecaj inovativnih oblika vanjskog oglašavanja na uočavanje poruke. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mrvac, Nikola].
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Abstract
Današnja zasićenost informacijama koje se prezentiraju i vizualiziraju na različite načine utječe na opterećenost puta poruke do ciljanog korisnika. Opterećenost tog puta se može definirati upravo tim velikim brojem poruka dostupnih u medijskom prostoru. Suvremeni dizajn ima zadatak smanjiti „informacijsko preopterećenje“ („information overload“) i komunikacijski šum koji zbog toga preopterećenje nastaje. Danas postoji mnogo načina prijenosa vizualne poruke, a jedan od tih načina je i plakat, na koji je u ovom diplomskom radu stavljen fokus. Osim funkcije informiranja korisnika, plakat može zabaviti, educirati, mobilizirati, provocirati, uvjeriti. Razvojem tiskarske industrije i proizvodnje papira i ostalih materijala koji se proizvode u tiskarske svrhe, dimenzije plakata su postale standardizirane i sve većih dostupnih dimenzija te su cjenovno postali pristupačniji. Otvaranjem novih medijskih prostora, povećava se i broj dostupnih informacija, te dimenzije plakata nisu bile dovoljne za isticanje u masi ostalih plakata koji se nalaze na istom mjestu, jedan do drugoga. Stoga su se oglašivači okrenuli inovativnijim metodama oglašavanja kako bi se na neki način istaknuli među konkurencijom i privukli što više pažnje. Među inovativne načine oglašavanja spadaju i nestandardni formati plakata, koji izlaze iz uobičajenog dvodimenzionalnog prostora. Ovaj diplomski rad će istraživati mogućnosti unapređenja primarne funkcije plakata, a to je prenošenje informacije, tako da se maksimalno iskoriste sekundarne funkcije plakata, kao što su zabava, privlačenje pozornosti ili provokacija.
| Item Type: | Master's thesis - Graduate Programme |
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| Mentor name: | Mrvac, Nikola |
| Thesis Committee: | Mikota, Miroslav and Mrvac, Nikola and Matijević, Mile |
| Defence date: | 26 September 2018 |
| Abstract in english: | Today's saturation of information which is being presented and visualized in a variety of ways affects the load on the way the message reaches the targeted user. The load of that way can be best defined by the very large number of messages available in the media space. Contemporary design has the task of reducing "information overload "and the communication errors that are caused by this overload. Today there are many ways of transmitting a visual message, and one of those ways is a poster, which is the focus of this graduate paper. Besides the function of informing the user, the poster can entertain, educate, mobilize, provoke, convince. With the development of the printing industry and production of paper and other materials produced for printing purposes, poster dimensions have become standardized and bigger dimensions are now available and have become more affordable. By opening up new media space, the number of available information increased, and the poster dimensions were not enough to highlight the weight of other posters in the same place, placed side by side. Therefore advertisers turned to more innovative advertising methods in an atempt to stand out of the competition and to attract as much attention as possible. Among the innovative ways of advertising are non-standard poster formats, which come out of the usual two-dimensional space. This graduate paper will investigate the possibilities of promoting the primary poster function, which is to transmit information, in a way that maximizes the secondary function use of posters, such as fun, attractiveness, or provocation. |
| Uncontrolled Keywords: | plakat, oglašavanje, poruka, pažnja, eye tracking, komunikacija, vizualne komunikacije |
| Keywords in english: | Poster, advertising, message, attention, eye tracking, communication, visual communication |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 53 |
| Callnumber: | MRV 2018 ŠAL |
| Inventory number: | DB779 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 18 Jan 2019 11:51 |
| Last Modified: | 18 Jan 2019 11:51 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/2988 |
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