Diskurs oglašivačke kampanje igranog filma "Deadpool"

master's thesis

• Title (english): Advertising Campaign Discourse of the Movie "Deadpool"
• Author: Dean Levojević
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2019-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Tema ovoga rada je analiza diskursa oglašivačke kampanje igranog filma Deadpool. U radu je definirano što je to diskurs, što je oglašivačka kampanja, objašnjena je povijest filma i biografija glavnog glumca. Glavna analiza temeljila se na video najavama za film, popratnim skečevima i ostalim video sadržajima objavljivanim na društvenim mrežama te objavama na društvenim mrežama kao što su Tweeter i Facebook, posterima i jumbo plakatima koji su objavljeni u periodu od ožujka 2015. do veljače 2016. godine. Analizirao se jezik koji se koristio u oglašivačkim materijalima te sam vizualni sadržaj, odnosno dublje značenje pojedinih tekstova i njihove direktne i skrivene poruke. Donesen je zaključak da unatoč neprikladnom i vulgarnom sadržaju, često neprimjerenom za pojmove načina oglašivanja, igrani film uspio je privući pažnju i osvojiti publiku koja ga je nagradila odličnim recenzijama, ocjenama i na kraju novčanim uspjehom

Abstract (english)

The topic of this paper was an analysis of the discourse of the advertising campaign of the movie Deadpool. The paper describes what discourse is, what is an advertising campaign, what it cocludes of and explaining the film's history and the biography of the main actor. The main analysis was based on video announcements for the film, trailers, accompanying sketches, and other social video content and social media releases such as Tweeter and Facebook posts and posters and billboards that were released in the period from March 2015 to February 2016 .It analyzed the language used in advertising materials and the visual content itself, the deeper meaning of individual texts and their direct and hidden messages. It was concluded that despite the inappropriate and vulgar content, often inappropriate for the terms of advertising, the movie managed to draw attention and win the audience that awarded it excellent reviews, ratings and ultimately financial success.

• Keywords: oglašivačka kampanja; diskurs; narativ; figure riječi
• Keywords (english): advertising campaign; discourse; narrative; word figures
• Language: croatian
• URN:NBN: urn:nbn:hr:114:364086
• 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; Embargo expiration date: 2019-07-03
• Created on: 2019-11-21 10:17:25