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Humor in ironija v družbeno odgovornem oglaševanju : diplomsko deloHervatin, LejlaDružbena odgovornost podjetja (DOP) ima v sodobni družbi izjemen pomen. Gre za obsežen koncept, ki predstavlja krovni pojem tudi za trajnost, korporativno državljanstvo, trojni izid ipd. DOP, kot ... tudi trajnost, preučuje družbeno vlogo podjetij in njihov vpliv na spreminjanje okolja ter širše sveta. DOP ali zeleno oglaševanje zato predstavlja najbolj priljubljeno orodje za komuniciranje DOP prizadevanj podjetij, s katerimi podjetja nagovarjajo in ustvarjajo zeleno vrednost za potrošnika. Odzivi potrošnikov pa so različni. Namen diplomskega dela je bil preučiti, kako se potrošniki odzivajo na uporabo dveh oglaševalskih apelov – humorja in ironije v DOP oglaševanju, saj njuno prevzemanje pri oglaševalcih narašča. Zanimalo me je, kakšen je način procesiranja humorja in ironije pri potrošnikih ter kakšne spremembe pri vedenju povzroči dodatna uporaba apela strahu. Omenjenim oglaševalskim apelom je skupno, da potrošnike presenetijo in s tem učinkovito pridobijo njihovo pozornost. Pomembno vplivajo tudi na odnos do oglasa, tržne znamke in nakupno namero potrošnikov. S ciljem odgovoriti na zastavljena raziskovalna vprašanja sem izvedla empirično raziskavo v obliki dveh fokusnih skupin. Ugotovila sem, da imajo potrošniki bolj odklonilen odnos do uporabe humornega apela v DOP oglaševanju (tudi pri DOP šok oglaševanju), izredno pozitiven odnos pa do uporabe ironičnega apela v DOP oglaševanju. Doprinos raziskave je torej osmisliti uporabo obeh apelov ter njuno aplikacijo na DOP oglaševanje.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [L. Hervatin], 2022Language - slovenianCOBISS.SI-ID - 109225475
Author
Hervatin, Lejla
Other authors
Golob, Urša, 1977-
Topics
Družbena odgovornost podjetij |
Poslovno komuniciranje |
Oglaševanje |
Humor |
Univerzitetna in visokošolska dela |
DOP oglaševanje |
zeleno oglaševanje |
humorni apel |
ironični apel |
CSR advertising |
green advertising |
humorous appeal |
ironic appeal
Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Hervatin, Lejla | |
Golob, Urša, 1977- | 28675 |
Source: Personal bibliographies
and: SICRIS
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