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undergraduate thesis
Uloga jezika u prikrivenom oglašavanju
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2024. urn:nbn:hr:111:625532
Kundich, Laura
University of Zagreb
Faculty of Croatian Studies

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Kundich, L. (2024). Uloga jezika u prikrivenom oglašavanju (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:625532

Kundich, Laura. "Uloga jezika u prikrivenom oglašavanju." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:625532

Kundich, Laura. "Uloga jezika u prikrivenom oglašavanju." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:625532

Kundich, L. (2024). 'Uloga jezika u prikrivenom oglašavanju', Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:111:625532

Kundich L. Uloga jezika u prikrivenom oglašavanju [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2024 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:111:625532

L. Kundich, "Uloga jezika u prikrivenom oglašavanju", Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:111:625532

Metadata
TitleUloga jezika u prikrivenom oglašavanju
Title (english)The Role of Language in Native Advertising
AuthorLaura Kundich
MentorVladimira Rezo (mentor)
Committee memberVladimira Rezo (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
Zagreb
Defense date and country2024-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Ovaj završni rad istražuje ulogu jezika u prikrivenom oglašavanju, s naglaskom na njegove primjene u tiskanim medijima, televiziji i na društvenim mrežama. Objašnjava kako oglašivači jezičnim i psihološkim trikovima uklapaju oglase u naizgled klasične televizijske/radijske priloge ili pisane članke. Prikrivenim oglašavanjem testira se kritičko razmišljanje i manipulira se sviješću publike. Ova tehnika često se koristi kako bi se izbjegla očita promidžba koja može izazvati otpor kod publike, i umjesto toga nastoji stvoriti povjerenje, vjerodostojnost ili emocionalnu povezanost. Mnogi se pitaju koliko je etično koristiti sadržaje koji namjerno prikrivaju svoje promotivne namjere, osobito u novinarstvu, gdje bi se očekivala objektivnost i nepristranost. Potrebno je kontinuirano educirati javnost o tome kako prepoznati prikrivene poruke i razvijati medijsku pismenost kako bi se smanjio utjecaj neetičkih marketinških praksi.
Abstract (english)
This thesis explores the role of language in covert advertising, focusing on its applications in print media, television, and social networks. It explains how advertisers use linguistic and psychological tricks to embed advertisements into seemingly traditional TV/radio segments or written articles. Covert advertising tests critical thinking and manipulates audience awareness. This technique is often used to avoid overt promotion, which might provoke resistance from the audience, and instead aims to build trust, credibility, or emotional connection. Many question the ethics of using content that deliberately conceals its promotional intent, especially in journalism, where objectivity and impartiality are expected. There is a need for continuous public education on how to recognize covert messages and to develop media literacy to reduce the impact of unethical marketing practices.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:625532
Study programmeTitle: Communication Studies (Single Major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-11-06 11:04:08