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Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja
Kate Radošević (2018)
The Edward Bernays College of Communication Management
Department of Public Relations
Cite this document...

Radošević, K. (2018). Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:150870

Radošević, Kate. "Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja." Undergraduate thesis, The Edward Bernays College of Communication Management, 2018. https://urn.nsk.hr/urn:nbn:hr:233:150870

Radošević, Kate. "Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja." Undergraduate thesis, The Edward Bernays College of Communication Management, 2018. https://urn.nsk.hr/urn:nbn:hr:233:150870

Radošević, K. (2018). 'Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja', Undergraduate thesis, The Edward Bernays College of Communication Management, accessed 17 August 2019, https://urn.nsk.hr/urn:nbn:hr:233:150870

Radošević K. Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja [Undergraduate thesis]. Zagreb: The Edward Bernays College of Communication Management; 2018 [cited 2019 August 17] Available at: https://urn.nsk.hr/urn:nbn:hr:233:150870

K. Radošević, "Kreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja", Undergraduate thesis, The Edward Bernays College of Communication Management, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:233:150870

Metadata
TitleKreativne oglašivačke kampanje koje su utjecale na povijest oglašavanja
AuthorKate Radošević
MentorIvan Pakozdi (mentor)
GranterThe Edward Bernays College of Communication Management
(Department of Public Relations)
Zagreb
Defense date and country2018-12-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
U modernom svijetu zapažamo svakodnevne pokušaje prodaje, oglašavanja i marketinga putem novina, interneta, radija i televizije te raznih OOH medija oglašavanja. Sve ono što nam se nameće na raznim medijima i putem raznih kanala, pokušava nas uvjeriti na kupnju proizvoda ili usluge. Ono što prepoznajemo su oglašivačke kampanje koje pokušavaju probuditi svijest o određenom problemu, nude nam proizvod te nas potiču na kupnju. Kreativne kampanje su oblik oglašavanja kojim oglašivači korištenjem raznih vrsta apela u javnosti pobuđuju svijest i osjećaje kreiranjem sadržaja koji će ciljati na humor, emocije i strah. Kreativne oglašivačke kampanje su se mijenjale kroz povijest, ovisno o događajima koji su prethodili te se iz dana u dan još uvijek mijenjaju. Razlike između prvih oglašivačkih kampanja i današnjih modernih kampanja su velike, ali imaju skoro isti cilj. U prvim kampanjama sredstva su bila ograničena, dok se za današnje moderne kampanje ulažu velike svote novca. Samim mijenjanjem povijesti, mijenjale su se i kampanje. Povijesni događaji, razvoj industrije i tehnologije uvelike su doprinijele razvoju i promjeni kreativnih oglašivačkih kampanja. Neke kreativne kampanje su za svoje doba bile svojevrstan poziv na akciju i izazivale su javnost na buđenje svijesti. Emocionalni, fizički, povijesni, umjetnički detalji su ono što oglašivačke kampanje čini kreativnima i učinkovitima. Ovaj rad govori o tome kako su se kreativne kampanje mijenjale, utjecale i pridonosile povijesti oglašavanja i koliko su ostale zapamćene u javnosti.
Abstract (english)
In modern world we observe everyday attempts of selling, advertising, marketing via newspapers, Internet, radio and other OOH advertising channels. Everything that is imposed to us on various media and via different channels, tries to convince us into purchasing a product or service. What we recognize are advertising campaigns which try to awake awareness of some particular problem, offering us product and encouraging us on purchasing. Creative campaigns are form of advertising which advertisers use with different kinds of appeals that can effect on public awake of awareness by creating a content that will aim for humor, feelings and fear. Creative advertising campaigns changed through history, depending on previous events, and they are still changing. Difference between first creative campaigns and modern day campaigns are big, but they have similar goal. In first creative campaigns resources were limited while in modern day campaigns are invested large amounts of money. Changing history has also changed creative campaigns. Historical events and industry and technology development greatly contributed to development and change of creative campaigns. Some of the creative campaigns were sort of call on action for their time and provoked public into awake of awareness. Emotional, physical, historical, artistic details are what makes advertising campaign creative and effective. This paper says about how did creative campaigns change, affect and contribute to history of advertising and how much did they stay remembered in public.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:150870
Study programmeTitle: Komunikacijski menadžment
Study programme type: stručni
Study level: preddiplomski
Academic / professional title: stručni prvostupnik odnosa s javnošću (stručni prvostupnik odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsRestricted access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Created on2019-04-18 10:35:13