| Sažetak | Apeli u reklamnoj poruci su ključni element privlačenja i zadržavanja pažnje potrošača, a
u tome značajnu ulogu sve više imaju i emocionalni apeli uz racionalne. Mogu biti pozitivni i/ili
negativni orijentirani na objekt ili događaj, a uglavnom ih pronalazimo u oglašavanju
prehrambenih proizvoda, kozmetike, pića, modne odjeće i sl. Neke od najčešćih emocija koje se
koriste kao podloga za kreiranje apela u marketinškoj komunikaciji su toplina, ljubav, mir,
radost, zadovoljstvo, strah, ljutnju i dr. Cilj našeg istraživanja je bio istražiti emocionalne
oglašivačke apele u oglasima časopisa Gloria polazeći od temeljne pretpostavku da su
zastupljeniji od racionalnih. Svrha je bila ispitati: obilježja oglasa obzirom na formalne i
sadržajne karakteristike oglasa (veličina, položaj, smještenost, istaknutost, tema, ciljna publika)
te strukturu i način na koji su emocionalni apeli ostvareni (smjer i izraz, vrste emocija, simboli,
kodovi, figure i dr.) Ukupno smo analizirali 134 oglasa. Proveli smo kvantitatvnu analizu
sadržaja i semiotičku analizu oglasa. Rezultati istraživanja pokazali su da je u većini oglasa
zabilježen spoj emocionalnog i racionalnog apela, no da su emocionalni apeli samostalno
zastupljeniji od racionalnih. Pozitivni emocionalni apeli su dominantni u oglasima, a najčešće
pozitivne emocije su pouzdanost, užitak i ljubav, a jedine negativne ljutnja i strah. |
| Sažetak (engleski) | ABSTRACT:
Appeals in advertising messages are the key element to attract and retain consumers'
attention and emotional appeals, beside rational ones, tend to have more important role in such
communication. They can be positive and/or negative-oriented to the object or event, and are
generally found in advertisements for food products, cosmetics, beverages and fashion clothes.
Some of the most common emotions used as the basis for creating appeals in marketing
communications are warmth, love, peace, joy, pleasure, fear and anger. The aim of our study was
to investigate the emotional advertising appeals in Gloria magazine ads, starting from the basic
assumption that they are more frequent than rational ones. The purpose was to examine: features
of the ads considering their formal and substantive characteristics (size, location, position,
prominence, topic, target audience), and both the structure and means by which emotional
appeals are realized (direction and expression, types of emotions, symbols, codes, figures, etc.).
A total of 134 ads were analyzed. We used quantitative content analysis and semiotic analysis in
oredr to analyze advertisements. The results showed that in most ads there is a blend of
emotional and rational appeals, But individually the emotional appeals were more frequent than
rational ones. Positive emotional appeals are prevalent in ads, and the most common positive
emotions are reliability, enjoyment and love, while only negative emotions are anger and fear. |
