Prikriveno oglašavanje u američkim filmovima i televizijskim serijama

Lukačić, Nives

undergraduate thesis

Prikriveno oglašavanje u američkim filmovima i televizijskim serijama

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. urn:nbn:hr:251:493778

Lukačić, Nives

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Lukačić, N. (2020). Prikriveno oglašavanje u američkim filmovima i televizijskim serijama (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:493778

MLA 8th Edition

Lukačić, Nives. "Prikriveno oglašavanje u američkim filmovima i televizijskim serijama." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:251:493778

Chicago 17th Edition

Harvard

Lukačić, N. (2020). 'Prikriveno oglašavanje u američkim filmovima i televizijskim serijama', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 08 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:493778

Vancouver

Lukačić N. Prikriveno oglašavanje u američkim filmovima i televizijskim serijama [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2020 [cited 2024 November 08] Available at: https://urn.nsk.hr/urn:nbn:hr:251:493778

IEEE

N. Lukačić, "Prikriveno oglašavanje u američkim filmovima i televizijskim serijama", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:251:493778

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:493778

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Metadata

Title	Prikriveno oglašavanje u američkim filmovima i televizijskim serijama
Title (english)	Product placement in american films and television series
Author	Nives Lukačić
Mentor	Katarina Žeravica (mentor)
Mentor	Tomislav Levak (sumentor)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2020-09-22, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Information and Communication Sciences
Abstract	U ovom se završnom radu obrađuje tema plasmana proizvoda u američkim filmovima i televizijskim serijama kroz primjere tri filma (Brodolom života, E.T. i Povratak u budućnost) i dvije serije (Stranger Things i Prijatelji). Definiraju se, između ostalog, pojmovi oglašavanje, plasman proizvoda, film i televizijska serija. Plasman proizvoda postao je jedna od najčešće upotrebljavanih metoda reklamiranja proizvoda, ali postavlja se pitanje koja je njegova učinkovitost. Prethodni znanstveni radovi koji se bave temom plasmana proizvoda opisuju strategije kojima se služe producenti pri umetanju proizvoda u film ili televizijsku seriju. Plasman proizvoda dijele prema modalnosti i prema istaknutosti. Analiziraju se i učinci koje plasman proizvoda ima na prepoznavanje marke i koji je način plasiranja proizvoda najefektniji u pamćenju proizvoda. U radu se obrađuje više primjera različitih strategija pri plasiranju proizvoda. Prikazani su primjeri plasmana proizvoda s dobrom povezanošću s radnjom filma, primjeri suptilnog plasiranja proizvoda, plasmana u kojim se za prikazivanje proizvoda koristi samo slika, u kojim se koristi samo ton te one u kojima se istovremeno koriste i ton i slika. Postoje proizvodi koji su plasirani u film ili serije na način da obogaćuju njenu priču, a postoje oni koji priči ne pridonose nikakvo značenje i za koje se čini da su postavljeni iz isključivo komercijalnih razloga.
Abstract (english)	This final paper deals with the topic of product placement in American films and television series through examples of three films (Cast Away, E.T. the Extra The Terrestrial and Back to the Future) and two series (Stranger Things and Friends). Among other things, terms advertising, product placement, film and television series are defined in this paper. Product placement has become one of the most commonly used methods of product advertising, but the question arises as to how effective it is. Previous scientific papers dealing with the topic of product placement describe the strategies used by producers when inserting products into a film or television series. Product placement is divided according to it's modality and prominence. The effects that product placement has on brand recognition and which way of product placement is most effective in product recall are also analyzed within the paper. The paper deals with several examples of different product placement strategies: Examples of product placement with a great connection with the plot of the film, examples of subtle product placement, placement in which only the image is used to display the product, in which only tone is used, and those in which both tone and image are used at the same time. There are products that are placed in a film or series in a way that enriches the story and there are those that do not bring any meaning to the story and that seem to be used in a scene for purely commercial reasons.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:493778
Study programme	Title: University undergraduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Media Culture Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera (sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2020-09-29 13:23:26