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master's thesis
Utjecaj emotivnih apela na potrošače
2021. urn:nbn:hr:122:237449
Katalenić, Ivan
University North
University centre Varaždin
Department of Communicology and Public Relations

Cite this document

Katalenić, I. (2021). Utjecaj emotivnih apela na potrošače (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:237449

Katalenić, Ivan. "Utjecaj emotivnih apela na potrošače." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:237449

Katalenić, Ivan. "Utjecaj emotivnih apela na potrošače." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:237449

Katalenić, I. (2021). 'Utjecaj emotivnih apela na potrošače', Master's thesis, University North, accessed 09 April 2025, https://urn.nsk.hr/urn:nbn:hr:122:237449

Katalenić I. Utjecaj emotivnih apela na potrošače [Master's thesis]. Koprivnica: University North; 2021 [cited 2025 April 09] Available at: https://urn.nsk.hr/urn:nbn:hr:122:237449

I. Katalenić, "Utjecaj emotivnih apela na potrošače", Master's thesis, University North, Koprivnica, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:122:237449

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Metadata
TitleUtjecaj emotivnih apela na potrošače
Title (english)The impact of emotional appeals on consumers
AuthorIvan Katalenić
MentorAnita Jeličić (mentor)
Committee memberDijana Vuković (predsjednik povjerenstva)
Committee memberAnita Jeličić (član povjerenstva)
Committee memberGordana Lesinger (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2021-02-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Predmet istraživanja ovog rada usmjeren je na analizu apela u oglašavanju. Cilj je, prije svega, definirati oglašavanje i analizirati apele u oglašavanju, a zatim rezultatima istraživanja prikazati razliku između pozitivnih i negativnih apela te odrediti koji od njih imaju veći utjecaj na izbor potrošača. Uvjeravanje emocijama može se shvatiti kao podloga za kreiranje apela. Emocija je zapravo stanje nagona koja, pobuđena apelom, prethodi određenoj akciji. Glavni cilj je uspostava veze, nakon... More čega se emocije vrlo lako mogu potaknuti i bez racionalnog razmišljanja. Da bi se proizvod uspio istaknuti u masi drugih proizvoda, vrlo je važno da emocija u tom smjeru bude prepoznata, odnosno da ta ista emocija djeluje na podsvijest potrošača te na taj način privuče njegovu pažnju. Kod odabira emocija vrlo je važno u obzir uzeti ciljanu skupinu, odnosno prilagoditi ju pojedincu i njegovoj kulturi. Less
Abstract (english)
The subject of research of this project is focused on the analysis of appeals in advertising. The aim is, first of all, to define advertising and analyze the appeals in advertising, and then with the results of the research show the difference between positive and negative appeals and determine which of them have a greater impact on consumer choice. Persuasion of emotions can be understood as a basis for creating an appeal. Emotion is actually a state of instinct which, aroused by an appeal,... More precedes a certain action. The main goal is to establish a connection, after is those emotions are easily stimulated even without rational thinking. In order to be able to highlight a product in the mass of other products, it is very important that the emotion is recognized in that direction, and that the same emotion acts on the consumer's subconscious and thus attracts his attention. By choosing emotions, it is very important which target group to select, and adapt it to the individual and his culture. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:237449
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra odnosa s javnostima (magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-10 12:10:42
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