| | SLO | ENG | Piškotki in zasebnost

Večja pisava | Manjša pisava
Prva stran > Izpis gradiva

Izpis gradiva Pomoč

Naslov:ČLOVEKOVA KOMUNIKACIJA Z MEDIJI ZUNAJ DOMA
Avtorji:ID Buh, Nina (Avtor)
ID Kramberger, Igor (Mentor) Več o mentorju... Novo okno
Datoteke:.pdf UNI_Buh_Nina_2010.pdf (1,77 MB)
MD5: 862C4BFD6DDC93E50C844929D683CCDF
PID: 20.500.12556/dkum/b8055402-f2de-4469-bd6c-355b08f7e3c9
 
Jezik:Slovenski jezik
Vrsta gradiva:Diplomsko delo
Organizacija:FF - Filozofska fakulteta
Opis: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.
Ključne besede:Množični mediji, mediji in oglaševanje zunaj doma, javni prostor, odziv javnosti, človekovo zaznavanje okolice.
Kraj izida:Maribor
Založnik:[N. Buh]
Leto izida:2010
PID:20.500.12556/DKUM-15881 Novo okno
UDK:316(043.2)
COBISS.SI-ID:18075144 Novo okno
NUK URN:URN:SI:UM:DK:3WTDX7BJ
Datum objave v DKUM:12.01.2011
Število ogledov:2318
Število prenosov:261
Metapodatki:XML DC-XML DC-RDF
Področja:FF
:
BUH, Nina, 2010, ČLOVEKOVA KOMUNIKACIJA Z MEDIJI ZUNAJ DOMA [na spletu]. Diplomsko delo. Maribor : N. Buh. [Dostopano 25 april 2025]. Pridobljeno s: https://dk.um.si/IzpisGradiva.php?lang=slv&id=15881
Kopiraj citat
  
Skupna ocena:
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
(0 glasov)
Vaša ocena:Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.
Objavi na:Bookmark and Share


Postavite miškin kazalec na naslov za izpis povzetka. Klik na naslov izpiše podrobnosti ali sproži prenos.

Sekundarni jezik

Jezik:Angleški jezik
Naslov:HUMAN COMMUNICATION WITH OUT OF HOME MEDIA
Opis: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.
Ključne besede:Mass media, out-of-home media and advertising, public space, reaction of the public, human perception of surroundings.


Komentarji

Dodaj komentar

Za komentiranje se morate prijaviti.

Komentarji (0)
0 - 0 / 0
 
Ni komentarjev!

Nazaj
Logotipi partnerjev Univerza v Mariboru Univerza v Ljubljani Univerza na Primorskem Univerza v Novi Gorici