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master's thesis
Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:984303
Banek, Leo
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

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Banek, L. (2022). Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:984303

Banek, Leo. "Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:984303

Banek, Leo. "Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:984303

Banek, L. (2022). 'Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 16 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:984303

Banek L. Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 June 16] Available at: https://urn.nsk.hr/urn:nbn:hr:148:984303

L. Banek, "Stavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:984303

Metadata
TitleStavovi prema apelu na seks u oglasima s obzirom na generacijsku pripadnost
Title (english)Attitudes towards appeal to sex in advertisements with regard to generation belonging
AuthorLeo Banek
MentorAna Tkalac Verčič (mentor)
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
Committee memberDubravka Sinčić Ćorić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-04-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prosječna osoba dnevno se susreće sa velikom količinom oglasa, te iz tog razloga marketinški stručnjaci sve teže dolaze do izražaja prilikom promocije. Sve češća pojava u svijetu oglašavanja jest upotreba apela na seks koji po svojoj prirodi vrlo dobro privlači pažnju. U ovom radu, koji se dijeli na teorijski i empirijski dio, iznesene se teorijske spoznaje o oglašavanju, stavovima, apelima s fokusom na apel na seks, te temeljnim razlikama između ispitanih generacija. U istraživanju se ispitao stav potrošača prema apelu na seks u oglasima među različitim generacijskim skupinama. Generacije koje su se ispitivale su generacija X (od 44 do 57 godina), generacija Y (od 28 do 43 godine) i generacija Z (za potrebe ovog rada uzele su se osobe od 18 do 27 godina). U rezultatima došlo se do spoznaje da su u većini slučaja generacije X i Y relativno sličnije, dok generacija Z odstupa u svakom pogledu stava prema apelu na seks.
Abstract (english)
The average person meets a vast amount of advertising daily, and for this reason, marketing experts are finding it increasingly difficult to express themselves during promotion. An increasingly common phenomenon in the world of advertising is the use of appeals to sex, which by its nature attracts attention very well. This paper, which is divided into theoretical and empirical parts, presents theoretical knowledge about advertising, attitudes, appeals with a focus on the appeal to sex, and the fundamental differences between the surveyed generations. The research examined the attitude of consumers towards the appeal to sex in advertisements among different generation groups. The generations examined were Generation X (44 to 57 years old), Generation Y (28 to 43 years old) and Generation Z (for the purposes of this paper, persons aged 18 to 27 years were taken). The results showed that in most cases, Generations X and Y are relatively more similar, while Generation Z deviates in every aspect from the point of view of the appeal to sex.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:984303
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2022-04-28 11:51:07