| Abstract | Ključna karakteristika koja određuje nečiju atraktivnost i privlačnost je lice. To su prepoznali marketinški stručnjaci zbog čega se učestalo u medijima zajedno s osmjehom koriste radi reklamiranja proizvoda i poboljšanja njegove prodaje. Cilj ovog istraživanja bio je procijeniti zastupljenost i kontekst estetike osmjeha u novinskim reklamama ispitati elemente uspješnosti komunikacije reklame s ciljanom publikom. Uzorak je činilo 600 reklama iz 46 tiskovina različitog žanra i dinamike izlaženja, objavljene tijekom perioda kolovoz-listopad 2014. godine. Kreiran je upitnik koji se sastojao od 20 pitanja koja su se odnosila na to koliko uspješno reklama komunicira s publikom, koji spol i dob reklama cilja, jesu li na reklami prisutni ljudi, smiju li se, koje su karaktreristike njihovog osmijeha, koji je kontekst korištenja osmijeha i kakav dojam ostavlja reklama. Korištena je metoda ispitivanja framing analysis. U statističkoj analizi korišten je χ2 test i analiza varijance s Student-Newman-Keulsovim post-hoc testom. Sve analize načinjene su u komercijalnom softveru IBM SPSS 22 (IBM, SAD). Osmijeh i elementi osmjeha učestalo koriste u marketinške svrhe povezujući proizvod ili uslugu s pozitivnim kontekstom. Reklame s osmjehom ocijenjene su značajno uspješnijima od onih bez osmjeha i bez ljudi, a reklame bez ljudi značajno manje uspješnima i od onih bez osmjeha (p<0.001). Nije bilo razlike u uspješnosti reklame s obzirom na elemente estetike osmjeha - ekponiranost zubi i gingive te vidljivost bukalnih koridora. Osmijeh, kao okosnica dentofacijalne estetike često se koristi u novinskim reklama, daje im kontekst pozitivnog i optimističnog, povećava uspješnost marketinške komunikacije, no čini se da parametri mini estetike osmjeha imaju manji utjecaj na uspješnost reklama |
| Abstract (english) | Face is a universal and a key feature that affects physical appereance and attractiveness. That was recognized by marketing experts who use attractive faces and smiles in product advertising and furthermore, driving sales of the advertised product. The aim of this study was to see the representation and context of the smile esthetic in newspapers advertisements and how successful does the advertisement communicate with the targeted audience. Sample were 600 advertisements from the 46 different genre magazines with different period of publishing, that were collected in the period from august to october 2014. A questionnaire was created which consisted of 20 questions about how successful does the advertisement communicate with the audience, whom is the advertisement targeted to, are there people present, if they are, are they smiling, what are the characteristics of their smile, which is the context of using the smile, what is the immpression of the advertisement. Framing analysis was used as an analyzing method. χ2 test and variance analysis with Student-Newman-Keuls post-hoc test were used in statistical analysis. All the analyses were made in commercial software IBM SPSS 22 (IBM, USA). Smile and the elements of smile are often used in advertising, as they connect the product or service with positive context. The advertisements with smile were rated as more succesful than those without smile and without presence of people, and the advertisments without people significantly unsuccesful (p<0.001). There were no differences in the success of an advertisement according to elements of smile esthetics – teeth visibility and exposure, gingiva and buccal corridors visibility. Smile, as a framework of dentofacial esthetics, is often used in newspapers advertisements, positively influences marketing communication, but it appears that the parametres of mini smile esthetics have not as much influence on the success of an advertisement. |
