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master's thesis
UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA
Diplomski rad
2018. urn:nbn:hr:124:303870
Cvitanović, Ana
University of Split
Faculty of economics Split

Cite this document

Cvitanović, A. (2018). UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:303870

Cvitanović, Ana. "UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:303870

Cvitanović, Ana. "UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:303870

Cvitanović, A. (2018). 'UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:303870

Cvitanović A. UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:124:303870

A. Cvitanović, "UTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:303870

Metadata
TitleUTJECAJ APELA NA SEKS U OGLAŠAVANJU NA PONAŠANJE POTROŠAČA : Diplomski rad
AuthorAna Cvitanović
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog diplomskog rada je utvrditi kako apeli na seks utječu na ponašanje potrošača. Apeli na seks mogu se pojaviti u oglasima u obliku nagosti, senzualnosti, otvorene seksualnosti, sugestivnosti i subliminalnih poruka. U radu su istraženi oglasi s apelom na nagost, sugestivnost i senzualnost. Svi oglasi su prikazani u tri kategorije proizvoda (odjeća, hrana i parfemi) te se od ispitanika tražilo da ocijene oglas, navedu stupanj u kojem bi ga oglas potaknuo na razmišljanje o proizvodu te da odaberu koji bi ih oglas najviše naveo na kupnju proizvoda. Rezultati su pokazali da žene bolje reagiraju na oglase koji apeliraju na senzualnost nego na oglase koji apeliraju na nagost u kategoriji hrane i pića, dok to nije slučaj kod parfema. Također, odbačena je pretpostavka da muškarci preferiraju oglase koji apeliraju na nagost više od ostalih oblika apela na seks. Rezultati su djelomično pokazali da prisutnost modela ne povećava prepoznavanje marke proizvoda te se prihvatila hipoteza da će oglasi koji se percipiraju uvredljivima, rezultirati negativnim uvjerenjima o marki proizvoda. Isto tako, odbačena je pretpostavka da je sugestivnost najuspješniji pristup u korištenju apela na seks te da današnje mlade osobe teže tradicionalnim vrijednostima i ne preferiraju ekplicitne apele na seks.
Abstract (english)
The purpose of this graduate thesis is to determine how sex appeals influences consumer behavior. Sex appeal may appear in advertisements in the form of nudity, sensuality, overt sexuality, suggestiveness, and subliminal messages. The paper explores ads with an appeal to nudity, suggestiveness and sensuality. All ads are displayed in three categories of products (clothes, food, and perfumes), and the respondents are asked to evaluate the ad, specify the degree to which the ad encourages them to think about the product, and to choose which ad would most indicate the purchase of the product. The results show that women respond better to ads that are referring to sensuality rather than ads that are pointing to the excitement in the category of food and beverage, while it is not the case with perfume. Also, the assumption that men prefer ads that appeal to more than other forms of sex appeal was rejected. The results show that the presence of the model does not increase product brand recognition and accepts the hypothesis that ads that are perceived as offensive and result in negative product brand beliefs. Likewise, it refused to assume that the simplest approach to access to the use of sex appeal is that young people today are looking for traditional values and do not prefer explicit appeals to sex.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:303870
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-10-31 13:59:51