master's thesis
PRODUCT PLACEMENT THROUGH A CYCLE OF FILMS ABOUT JAMES BOND

Marko Banoža (2017)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePrikriveno oglašavanje kroz ciklus filmova o James Bond-u
AuthorMarko Banoža
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
U današnje vrijeme, masovni mediji prisutni su na svakom koraku i čine sastavni dio svakodnevice. Medijski sadržaji svakodnevno pružaju razne oglase pomoću kojih oglašivači utječu na svijest i ponašanje potrošača, a pri tome se u većini slučajeva prelaze granice etičnosti. Prikriveno oglašavanje predstavlja marketinški alat koji je sve više prisutan u medijskim sadržajima, a funkcionira na principu „manipulacije“ potrošača.Veliki broj klasičnih reklama dovodi do zasićenosti publike, te zbog toga ljudi traže nešto drugačije. Upravo zbog toga, marketinški stručnjaci diljem svijeta pribjegavaju prikrivenom načinu oglašavanja kako bi ljude potaknuli na kupnju određenih proizvoda i usluga. Prikriveno oglašavanje najzastupljenije je u filmskoj industriji, a u ovom diplomskom radu pružen je detaljan osvrt na prikriveno oglašavanje kroz ciklus filmova o James Bond – u, gdje tajni agent 007 vozi luksuzne automobile, nosi elegantna odijela i skupe satove, te pije alkoholna pića raznih robnih marki.
Keywordsmass media advertising product placement James Bond
Parallel title (English)PRODUCT PLACEMENT THROUGH A CYCLE OF FILMS ABOUT JAMES BOND
Committee MembersDavorin Turkalj (committee chairperson)
Drago Ružić (committee member)
Antun Biloš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeFinancial Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-03-20
Parallel abstract (English)
Nowadays, the mass media are present at every step and form as an integral part of everyday life. Media contents daily provide various ads that advertisers influence the consciousness and behavior of consumers, while it is in most cases exceeding the limits of ethics. Product placement represents a marketing tool that is increasingly present in the media content, and functions as a „manipulation“ of consumers. A large number of classic advertising leads to saturation of the audience, which is why people are looking for something different. Because of this, marketers around the world resort to covert mode of advertising to encourage people to buy certain products and services. Product placement is most present in the film industry, but in this thesis is provided a detailed overview of product placement through a cycle of films about James Bond, where a secret agent 007 drives luxury cars, wears elegant suits and expensive watches, and drink alcoholic drinks of various brands.
Parallel keywords (Croatian)masovni mediji oglašavanje prikriveno oglašavanje James Bond
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:916587
CommitterGordana Kradijan