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Title:ČLOVEKOVA KOMUNIKACIJA Z MEDIJI ZUNAJ DOMA
Authors:ID Buh, Nina (Author)
ID Kramberger, Igor (Mentor) More about this mentor... New window
Files:.pdf UNI_Buh_Nina_2010.pdf (1,77 MB)
MD5: 862C4BFD6DDC93E50C844929D683CCDF
PID: 20.500.12556/dkum/b8055402-f2de-4469-bd6c-355b08f7e3c9
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:FF - Faculty of Arts
Abstract:Družboslovne vede doslej še niso raziskale medijev zunaj doma z vidikov, ki bi presegali interese oglaševalcev. O njih so pisali in pišejo predvsem ekonomisti v oglaševalskih priročnikih, oglaševalci in medijski načrtovalci. V obdobju zasičenosti s temi mediji so na pobudo urbanistov nekaj členov vključili tudi v zakonodajo, ki ureja posege v okolje. Sociologi, psihologi in drugi družboslovci jim ne namenjajo posebne pozornosti, čeprav so v naših življenjih vedno bolj prisotni. Cilj je bil podrobneje opisati medije zunaj doma in najti tiste njihove značilnosti, ki jih uvrščajo v množične medije. Oglaševanje kot njihova primarna lastnost je definirano kot enosmerna, neosebna komunikacija, vendar človekovo zaznavanje okolice in njegova reakcija na oglaševanje v javnem prostoru omenjeno definicijo postavljajo pod vprašaj. Izbrala sem oglaševalske kampanje (Benetton, Kdo mi postavlja merila, Sun Mix) na medijih zunaj doma, ki so izzvale odziv javnosti in privedle do izrazitejšega artikuliranja odnosa do oglasov in oglaševanja. Upoštevana so stališča, objavljena tako v tiskanih medijih kot na internetnih forumih. Začetni del naloge je posvečen razvoju teh medijev in prednostim oziroma slabostim oglaševanja na njih, kakor so opisane v dostopni literaturi. Ugotovila sem, da so oglaševalci pripravljeni prestopiti marsikatero mejo, da bi pritegnili pozornost mimoidočega. Medijski načrtovalci vedo, kam medij z oglasom postaviti, da ga bo opazilo čim več ljudi, ekonomisti znajo s posebnimi metodami (OMEX) in orodji izračunati podatke o frekvenci in dosegu določenega oglasa na mediju zunaj doma. Čeprav bi naj bile lokacija postavitve, število ponovitev oglasa in vizualna podoba bistvene komponente pri pritegovanju človekove pozornosti, je običajno vsebina oglasa tista, ki doseže ta cilj.
Keywords:Množični mediji, mediji in oglaševanje zunaj doma, javni prostor, odziv javnosti, človekovo zaznavanje okolice.
Place of publishing:Maribor
Publisher:[N. Buh]
Year of publishing:2010
PID:20.500.12556/DKUM-15881 New window
UDC:316(043.2)
COBISS.SI-ID:18075144 New window
NUK URN:URN:SI:UM:DK:3WTDX7BJ
Publication date in DKUM:12.01.2011
Views:2318
Downloads:261
Metadata:XML DC-XML DC-RDF
Categories:FF
:
BUH, Nina, 2010, ČLOVEKOVA KOMUNIKACIJA Z MEDIJI ZUNAJ DOMA [online]. Bachelor’s thesis. Maribor : N. Buh. [Accessed 25 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=15881
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Secondary language

Language:English
Title:HUMAN COMMUNICATION WITH OUT OF HOME MEDIA
Abstract:So far, social sciences have not yet researched the out-of-home media from aspects, which would exceed the interests of the advertisers. Primarily, this topic has been addressed and is addressed by the economists in the Advertising Guides, the advertisers and the media planners. In the era of such media saturation and at the initiative of urban planners, some articles were incorporated in the legislation regulating the activities affecting the environment. Despite the increasing presence of the out-of-home media, sociologists, psychologists and other professionals in the field of social sciences do not pay particular attention to them. The goal was to describe in detail the out-of-home media and identify the characteristics which classify them as mass media. Advertising is their main characteristic and is defined as a one-way impersonal communication, but human perception of the surroundings and our reaction to advertising in a public space call the aforementioned definition into question. The selected advertising campaigns (Benetton, “Who Sets My Standards” Campaing, Sun Mix) in the out-of-home media were those, which triggered a reaction from the public and led to a more articulated attitude toward advertisements and advertising. The account has been taken of various standpoints, published in both the print media and the Internet forums. The first part of the Diploma assignment is contributed to the development of such media and the advantages or disadvantages of out-of-home media advertising, as they are described in the available literature. It was observed that the advertisers are prepared to cross the lines in order to get the attention of a passer-by. The media planners know where to place the media with an advertisement in order to make it visible for as many people as possible, and the economists use special methods and tools to calculate the data on the frequency and range of a specific out-of-home media advertisement. Although the placement locations, the number of advertisement repetitions and the visual image are supposed to be the essential components to draw the attention of people, usually the contents of the advertisement is the one, which achieves this goal.
Keywords:Mass media, out-of-home media and advertising, public space, reaction of the public, human perception of surroundings.


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