Priče koje prodaju: nacionalni identitet i stereotipi u narativima televizijskih reklama u Hrvatskoj i Sjedinjenim Američkim Državama

master's thesis

• Title (english): Stories that Sell: National Identity and Stereotypes in Narratives of Television Commercials in Croatia and the United States of America
• Author: Dan Mekinec
• Mentor: Viktorija Car (mentor)
• Committee member: Marina Mučalo (predsjednik povjerenstva)
• Committee member: Viktorija Car (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-02-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Komercijalne televizijske reklame su medijski tekstovi čiji je cilj pridobiti široku publiku na potrošnju roba ili usluga. Da bi opravdali visoke troškove proizvodnje i postigli ciljeve, autori reklama moraju publiku pozvati na identifikaciju s proizvodima ili uslugama koje se reklamiraju i komunicirati značenje, a to mogu postići korištenjem različitih narativa. Ovaj rad potaknut je nastojanjem da se identificiraju razlike u narativima hrvatskih i američkih televizijskih reklama, u odnosu na načine kojima se konstruiraju nacionalni identiteti Hrvatske i SAD-a, te koji su stereotipi i tipovi humora prisutni. Korištena je metoda analize narativa, provedena na namjernom uzorku od pet američkih i pet hrvatskih reklama. Analiza je pokazala da se narativi američkih i hrvatskih reklama najviše razlikuju u tome što se u američkim reklamama nacionalni identitet jasno i konzistentno izražava kroz vrijednosti, te korištenjem pozitivnih stereotipa, dok u hrvatskim reklamama nisu primijećene jasne vrijednosti na kojima se temelji nacionalni identitet, a prisutni su negativni stereotipi.

Abstract (english)

Commercial television advertisements are media texts which aim to persuade a wide audience to purchase goods or services. To justify high production costs and achieve their goals, advertisers must invite audiences to identify with the products or services being advertised and communicate meaning, which they can achieve by using different narratives. This paper is driven by an effort to identify the differences in the narratives of television commercials in Croatia and the United States of America, in relation to the ways in which Croatian and American national identities are constructed, and what stereotypes and types of humor are present. A narrative analysis method was used, conducted on a deliberate sample of five US and five Croatian commercials. The analysis showed that the narratives of American and Croatian advertisements differ most in that in American advertisements national identity is clearly and consistently expressed through values, and by using positive stereotypes, while in Croatian advertisements, clear values on which national identity is based are not observed, while negative stereotypes are present.

• Keywords: televizijske reklame; analiza narativa; nacionalni identitet; stereotipi; humor; Hrvatska; SAD
• Keywords (english): television commercials; narrative analysis; national identity; stereotypes; humor; Croatia; USA
• Language: croatian
• URN:NBN: urn:nbn:hr:114:129256
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-11-09 08:26:24