Narativ i retorika u hrvatskim reklamama za bankarske usluge

master's thesis

• Title (english): Narrative and Rhetoric of Croatian Banking Services Advertisements
• Author: Bruna Perica
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj se rad temelji na proučavanju narativnih, retoričkih i stilističkih elemenata u hrvatskim reklamama za bankarske usluge. Navedeni elementi analizirani su kroz govorni, slikovni i zvukovni kod reklama, na deskriptivnoj i interpretativnoj razini. Svrha istraživanja bila je uočiti i opisati komponente kreativnosti hrvatskih reklama za bankarske usluge. Time se ujedno dao vrijedan istraživački doprinos u područjima marketinga i medija. Istraživanje je provedeno na uzorku od dvanaest suvremenih reklama, koje su u radu u više navrata detaljno opisane i rastavljene na različite verbalne, vizualne i auditivne kodove – inače svojstvene multimedijalnom diskursu. Ustanovljeno je da su ciljevi kreativne reklame ovog tipa prikazati uslugu koja je nevidljiva, uhvatiti pažnju gledatelja te ih uvjeriti da postanu korisnici banke i da pritom iskoriste reklamirane usluge. Da bi ostvarile svoje ciljeve, reklame za bankarske usluge primjenjuju narativne elemente fabule, strukture, pripovjedača i likova, u retoričkom se smislu najviše oslanjaju na uvjeravanje patosom i etosom te ponekad uzimaju u obzir i kairos, a po pitanju stila ističu se uporabom mnoštva jezičnih i vizualnih figura.

Abstract (english)

This thesis is based on the study of narrative, rhetorical and stylistic elements in Croatian banking services advertisements. The aforementioned elements were analyzed on a descriptive and interpretive level through the speech, image and sound code of advertisements. The purpose of the research was to identify and describe the components of creativity in Croatian banking services advertisements. This also provided a valuable research contribution in the fields of marketing and media. The research was carried out on a sample of twelve contemporary advertisements, which were thoroughly described in the thesis several times and broken down into verbal, visual and auditory codes - otherwise typical of multimedia discourse. It was established that the goals of creative advertising of this type are to show a service that is invisible, to capture the attention of viewers and to convince them to become bank customers and to use the advertised services. In order to achieve their goals, banking services advertisements apply narrative elements of a story, structure, narrator and characters, while in the rhetorical sense they mostly rely on persuasion through pathos and ethos and sometimes take into account kairos. In terms of style, their distinguishing feature is the use of numerous linguistic and visual figures.

• Keywords: narativ; retorika; televizijske reklame; banke
• Keywords (english): narrative; rhetoric; television advertisements; banks
• Language: croatian
• URN:NBN: urn:nbn:hr:114:194157
• 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: 2023-01-17 09:59:40