20.500.12556/RUL-116994 Analiza vpliva glasbene podlage na zaznavo televizijskega oglasa Analysis of the impact of the musical background on the perception of a television ad Cilj diplomskega dela je bil proučiti in analizirati vpliv glasbene podlage na zaznavo televizijskega oglasa. Tako smo zbrali subjektivna mnenja testirancev o oglasih z mirnimi in živahnimi glasbenimi podlagami ter njihove odzive analizirali in primerjali. Povpraševali smo o njihovem počutju ob gledanju oglasov, njihovem spominu in nakupni nameri. V teoretičnem delu smo raziskali splošno vlogo glasbe, kako se glasba pojavlja v oglaševanju in kakšne učinke lahko pri tem obravnavamo. Raziskali smo vpliv glasbe na vedenje kupcev ter tipe in načine uporabe glasbe v oglasih. Nazadnje smo se seznanili še z učinki glasbe, ki vplivajo na človekovo počutje. V raziskovalnem delu diplomskega dela smo televizijske oglase ustrezno obdelali in pripravili spletne vprašalnike, v katerih smo z modelom čustvenih stanj ugotavljali njihovo počutje, primerjali odgovore, povezane z zapomnljivostjo oglasov, ter primerjali nakupno namero pred in po ogledu oglasov. Iz analize 108 odgovorov testirancev smo v Excelu sestavili grafe, ki prikazujejo razlike med vplivom mirne in živahne glasbene podlage oglasov, ter na podlagi teh napisali ugotovitve in razpravo. Poudarjene so bile tudi pomanjkljivosti in možnosti izboljšave raziskave. The goal of the diploma thesis was to study and analyse the impact of musical background on a person's perception of a television advertisment. We collected, analysed and compared subjective opinions about advertisments with calm and cheerful musical backgrounds. We asked the participants what they were feeling while watching the advertisment, tested their memory and inquired about their purchase intent. In the theoretical part we examined the general role of music, how it appears in advertising and which effects it produces. We also examined the impact music has on customer behaviour and the types and uses of music in advertisements. Finally, we familiarized ourselves with the effects various music factors have on a customer's mood and attitude. In the practical part of the thesis we edited the collected television advertisements and prepared online questionnaires in which we, following the emotional state model, established the participants' mood. We also compared responses related to advertisement recall and purchase intent before and after viewing them. We compiled graphs that show the differences between the impact of calm and cheerful music background of the advertisements from the analysis of 108 responses and wrote the discussion based on those findings. Weaknesses and possibilities for improvement were also highlighted. televizijski oglas vpliv glasbe počutje spomin nakupna namera television advertisement musical impact mood memory purchase intent true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-06-18 09:00:23 2020-06-18 09:00:29 2022-08-29 03:40:23 0000-00-00 00:00:00 2020 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 73212 5294.pdf 5294.pdf 1 6BEE39B126289438A299372B012E0146 9dbe81f5ceaf93b94438ff9e27e912b8db2e6f757a5f325a48d5802ffa221264 11af284d-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=130763 Naravoslovnotehniška fakulteta 0 0 0