Analiza oglašivačkih kampanja hrvatskih banaka od 2010. do 2018. godine

master's thesis

• Title (english): An Analysis of Croatian Banks Advertising Campaigns from 2010 to 2018
• Author: Katarina Drvodelić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2018-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Oglašavanje se služi verbalnim i neverbalnim kodovima, kao i podsvjesnim spoznajama čovjeka. Kroz oglase se može iščitati staza djelovanja svake tvrtke koju taj oglas prikazuje, ili bi barem trebao. Istraživački rad za cilj ima istražiti oglašivački diskurs bankarskog sektora i analizirati uz koja sredstva se on stvara te kako se kroz vrijeme mijenjao način pristupa gledateljima i krajnjim korisnicima s dugoročnim ciljem povećanja prodaje, točnije korištenje određenih bankarskih paketa i usluga. Istražuju se trendovi kroz vremensko razdoblje od 2010. do 2018. godine, a jedinica analize su oglasi pet banaka koje djeluju i oglašavaju se na području Hrvatske, a u 2016. su imale najveću dobit. Medij preko kojeg su pregledani oglasi je YouTube, a istraživanje je kvalitativno i kvantitativno. U radu se koriste analiza sadržaja i analiza narativa kako bi se odgovorilo na istraživačka pitanja i ciljeve istraživanja. Prikazani su rezultati analize diskursa bankarskog sektora te se dolazi do zaključka o novim trendovima, o pitanju koja se sredstva koriste te koliku ulogu u oglasima banaka ima humor i neozbiljnosti. Također se predlaže daljnje istraživanje zbog manjka pozornosti usmjerenom neozbiljnim oglasima banaka koje promoviraju ozbiljne usluge.

Abstract (english)

Advertising is using verbal and non-verbal codes as well as subconscious knowledge of audience. Throughout the advertisement, we can read the paths of businesses that ads are showing, or at least they should. The research is aimed at investigating the advertising discourse of the banking sector and analyzing with which funds it is generating and how it has changed through time with the goal of accessing viewers and end-users with the long-term goal of increasing sales, more precisely the use of certain banking packages and services. Trends are being investigated over a period of time from 2010 to 2018, and units of analysis are advertisements of five banks that operate and are advertised in Croatia, and in 2016 had the highest profit. The media through which ads are viewed is YouTube, and the survey is qualitative and quantitative. Analyzes of content are used through an analytical matrix and a qualitative narrative analysis that explains more in detail and is responsive to the research goals. The results of the analysis of the banking sector's discourse are presented, and a conclusion is reached on new trends, and the question of how the funds are being used and what role is played by bank advertisements in humorous and inexcusable terms. Further research is also being proposed on account of the lack of attention directed at the unsolicited commercials of banks that promote serious services.

• Keywords: oglasi banaka; oglašivački diskurs; humor; stereotipi; analiza oglasa
• Keywords (english): bank advertisements; advertising discourse; humor; stereotypes; advertising analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:723487
• 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: 2018-12-14 11:48:04