master's thesis
Visual communication of hidden advertising through the film art

Martina Gašljević (2017)
University North
University centre Varaždin
Department of Communicology and Public Relations
Metadata
TitleVizualna komunikacija prikrivenog oglašavanja kroz filmsku umjetnost
AuthorMartina Gašljević
Mentor(s)Anita Jeličić (thesis advisor)
Abstract
Ovaj se rad bavi filmom i jednom od njegovih važnijih uloga u komunikaciji, a riječ je o prikrivenom oglašavanju. Film je istovremeno umjetnost, zabava, poruka i sredstvo za prenošenje poruka. Film educira, stvara, utječe ili mijenja stavove i mišljenja, a u novije vrijeme film se može promatrati i kao oglasni prostor. Zbog velikog potencijala, on je postao jedno od najboljih sredstava kroz koje se lako i jednostavno promoviraju različiti brandovi. Proces proizvodnje filma postao je znatno skuplji nego što je to bilo u prošlosti, a napretkom tehnologije, načina snimanja filmova i efekata, ne čudi što se produkcijske kuće okreću oglašavanju kao jednom od modela s kojim će financirati troškove nastanka filma.
Keywordscommunication communication handling motion picture communication persuasion film marketing product placement advertising current social issues in the film
Parallel title (English)Visual communication of hidden advertising through the film art
Committee MembersDarijo Čerepinko (committee chairperson)
Tvrtko Jolić (committee member)
Anita Jeličić (committee member)
GranterUniversity North
Lower level organizational unitsUniversity centre Varaždin
Department of Communicology and Public Relations
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Communicology
Study programme typeuniversity
Study levelgraduate
Study programmePublic Relations
Academic title abbreviationmag. rel. publ.
Genremaster's thesis
Language Croatian
Defense date2017-02-01
Parallel abstract (English)
This graduate deals with the film and one of its important roles in communicating to the broad masses - a product placement. The film is simultaneously the art, the entertainment, the messages and the means for transmitting messages. The film educates, creates, influence or change the views and opinions, but in recent times the film can be seen as an advertising space as well. Because of its great potential, the film has become one of the best means through which you can easily and simply promote various brands. The film production process has become much more expensive than it was in the past, so with the development of filmmaking technologies, cinematic techniques and effects, not surprisingly, the production companies are turning to advertising as one of the models to finance the film.
Parallel keywords (Croatian)komunikacija komunikacijsko manipuliranje filmska komunikacija persuazija filmski marketing prikriveno oglašavanje propaganda ekonomska propaganda društveno aktualna pitanja u filmu
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:155677
CommitterJasna Kosić