20.500.12556/RUL-108358 Zgodbičenje v korporativnem oglaševanju: primer božičnih oglasov Storytelling in corporate advertising: An example Christmas ads Skozi zgodbe se povežemo s podjetji in njihovimi znamkami, ki nas z elementi dobrega zgodbičenja prepričajo, da jim postanemo pripadni. Korporativno oglaševanje ni več osredotočeno samo na promocijo in prodajo izdelkov, temveč na pripovedovanje unikatne in zapomljive zgodbe znamke. Praznični čas, natančneje čas božiča, ponuja podjetjem in znamkam priložnost, da z močno zgodbo v svojih oglasih pritegnejo pozornost potrošnikov ter jih prepričajo v nakup. Zanimalo me je, kako se zgodbičenja v božičnih oglasih lotevajo slovenske znamke ter kakšen vpliv imajo na potrošnike. Namen te diplomske naloge je raziskati, kakšna je moč zgodbičenja v božičnih oglasih. S pregledom literature sem opredelila elemente dobrega zgodbičenja, po katerih sem kasneje analizirala pet slovenskih božičnih oglasov. V analizo sem vključila slovenske božične oglase, in sicer dva oglasa iz panoge trgovcev in tri iz panoge telekomunikacij, saj mi je to hkrati omogočalo tudi primerjavo znotraj iste panoge. Izkazalo se je, da večina slovenskih božičnih oglasov uporablja zgodbičenje, vendar se ne ravna po osnovnih elementih dobre zgodbe. Hkrati smo ugotovili, da se odnos posameznikov do znamk, ki uporabljajo zgodbičenje, ne spremeni, v nekaterih primerih samo okrepi. We connect with companies and brands through elements of good storytelling, which make us trust and become loyal to the entities behind the story. Corporate marketing is not focusing on promotion and sales anymore, these days it is all about telling a unique and memorable story about the brand. Christmas holidays offer an opportunity to companies and brands to connect with their customers through a strong story in their advertisement and persuade them to make the purchase. I wanted to find out how Slovenian brands handle storytelling in their Christmas ads. By reviewing the relevant literature, I was able to define the elements of good storytelling and I later used those definitions in the analysis of five Slovenian Christmas-time advertisements. The analysis includes two ads created by the brands in the retail industry and three ads created by the brands in the telecommunications industry. As it turned out, most of Slovenian Christmas-time ads include some sort of storytelling, but these advertisements do not follow the principles of good storytelling. At the same time, we concluded that the regard and behaviour of customers towards the brands that use storytelling, did not change – at best, this relationship got stronger. zgodbičenje zgodba korporativno oglaševanje božični oglasi storytelling story corporate advertising Christmas ads true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2019-06-29 07:45:31 2019-06-29 07:45:35 2022-08-20 03:46:00 0000-00-00 00:00:00 2019 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 107374 36276573 1781.pdf 1781.pdf 1 5BB4B0EC86A93B78FBCE913F59D0BFF1 fb9c94060f7c9c7bb950b19913ad489bbc2c3318d8d8bd53b32227f94ed029f0 a0e449b2-a1b6-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=119315 Fakulteta za družbene vede 0 0 0