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master's thesis
Semiotika oglašavanja i kultura konzumerizma
2017. urn:nbn:hr:156:513947
Varga, Maja
Josip Juraj Strossmayer University of Osijek
Departement of Culturology
Chair in media culture

Cite this document

Varga, M. (2017). Semiotika oglašavanja i kultura konzumerizma (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Departement of Culturology. Retrieved from https://urn.nsk.hr/urn:nbn:hr:156:513947

Varga, Maja. "Semiotika oglašavanja i kultura konzumerizma." Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, 2017. https://urn.nsk.hr/urn:nbn:hr:156:513947

Varga, Maja. "Semiotika oglašavanja i kultura konzumerizma." Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, 2017. https://urn.nsk.hr/urn:nbn:hr:156:513947

Varga, M. (2017). 'Semiotika oglašavanja i kultura konzumerizma', Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, accessed 17 November 2024, https://urn.nsk.hr/urn:nbn:hr:156:513947

Varga M. Semiotika oglašavanja i kultura konzumerizma [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Departement of Culturology; 2017 [cited 2024 November 17] Available at: https://urn.nsk.hr/urn:nbn:hr:156:513947

M. Varga, "Semiotika oglašavanja i kultura konzumerizma", Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:156:513947

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Metadata
TitleSemiotika oglašavanja i kultura konzumerizma
Title (english)An Advertising Semiotics and the Culture of Consumerism
AuthorMaja Varga
MentorŽeljko Pavić (mentor)
Committee memberTatjana Ileš (predsjednik povjerenstva)
Committee memberŽeljko Pavić (član povjerenstva)
Committee memberGordana Lesinger (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Departement of Culturology
(Chair in media culture)
Osijek
Defense date and country2017-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Specific Sociologies
Abstract
Semiotika proučava znakove i znakovne sustave. Iako vrlo široka znanost, zapravo primjenjiva na sve oblike komunikacije i interakcije, u ovome će radu poslužiti da objasni kako reklame djeluju na potrošače, njihove kupovne navike i kreiranje mišljenja. Nakon kratkog povijesnog razvoja semiotike i definiranja znaka, smjestit ćemo ju u kontekst medija. Medij može biti sve, a služi nam za prenošenje poruka i informacija, baš kao što to radi oglašavanje. U nastavku rada definirat ćemo reklamu i oglašavanje i pisati o tome kako je sve počelo. Kako bi se imalo što oglašavati, razvile su se robne marke. Robne su marke preplavile svijet i oglašavanje je postalo unosna industrija koja počiva na uvjeravanju i profitu. Metode i trikovi oglašavanja zaista su brojni, a u radu navodimo neke te objašnjavamo zašto je važan logotip ili zaštitni znak. Sve to vodi do teme konzumerizma, kada se želja za potrebom pretvara u želju za željom. Na kraju rada analiziramo neke od najobičnijih, svakodnevnih aktivnosti koje su dio konzumerističke kulture. U doba masovnih medija i interneta konzumerizam je naišao na plodno tlo, a društvo je postalo isključivo potrošačko.
Abstract (english)
Semiotics studies signs and sign systems. Although very broad science, actually applicable to all forms of communication and interaction, this paper will serve to explain how advertisements work on consumers, their buying habits, and creating opinions. After a brief historical development of semiotics and the definition of a sign, we will place it in the context of the media. The media can be everything, and it serves us to transmit messages and information, just as it does for advertising. In the course of this paper we will define advertising and ads and write about how it all started. In order to have something to advertise, brands have evolved. Branding has flooded the world and advertising has become a profitable industry based on persuasion and profit. Methods and tricks of advertising are really numerous, and we will list some, explaining why are things such as logo or trademark so important. All this leads to the theme of consumerism, a phenomenon when desire for necessity turns into a desire for desire. At the end, we analyze some of the most common, everyday activities that are part of the consumer culture. In the age of mass media and the Internet consumerism has come to a fertile ground, and the society has become the consumer only.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:156:513947
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Media Culture
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originReformatted digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-12-21 10:20:50