Narativne strukture u hrvatskim TV reklamama za automobile 2021. godine

master's thesis

• Title (english): Narrative Structures in 2021 Croatian TV Car Commercials
• Author: Paula Čatipović
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj diplomski rad bavi se narativnim strukturama u televizijskim reklamama za automobile u 2021. godini. Analizom ciljanih skupina, žanra, naracije, korištenih boja, uloge djece u reklamama, karakteristika slogana te retoričkih figura cilj je iznjedriti zaključke o tendencijama oglašivača. S obzirom na porast utjecaja konzumerizma u današnjem društvu, ti koncepti imaju važnu ulogu i u odražavanju same društvene zbilje. Trendovi poput sve intenzivnijeg emocionalnog apeliranja na potencijalne kupce i težnja električnim automobilima kroz naglašavanje ekološke osviještenosti samo su neke od tema koje prožimaju ovaj rad.

Abstract (english)

This thesis is about narrative structures in television commercials for cars in 2021. By analyzing the target groups, genre, narration, used colors, the role of children in advertisements, the characteristics of slogans and rhetorical figures, the goal is to generate conclusions about the tendencies of advertisers. Given the growing influence of consumerism in today's society, these concepts also play an important role in reflecting social reality itself. Trends such as the increasingly intense emotional appeal to potential customers and the pursuit of electric cars through an emphasis on environmental awareness are just some of the topics that permeate this paper.

• Keywords: narativne strukture; televizijske reklame; automobili; konzumerizam; emocionalno apeliranje
• Keywords (english): narrative structures; television commercials; cars; consumerism; emotional appeal
• Language: croatian
• URN:NBN: urn:nbn:hr:114:347964
• 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: Open access
• Created on: 2022-01-13 14:56:57