20.500.12556/RUL-128293 Odziv potrošnikov na uporabo živali v oglasih diplomsko delo Consumer reactions to animals in advertisements Živali v življenju človeka že tisočletja nosijo različne pomene; so vir hrane, oblačil in orodij. Poleg naštetega pa človeku zagotavljajo tudi fizično in čustveno oporo ter zadovoljujejo njegovo potrebo po druženju. Nenazadnje pa predstavljajo večdimenzionalni simbol, ki ga uporabljamo za prenos najrazličnejših kulturnih pomenov. V sodobnem času pa so živali prešle v novo sfero - sfero medijev, in s tem postale prisotne v vseh delih našega življenja. Vsakodnevno smo potrošniki izpostavljeni številnim različnim sporočilom in prav zaradi tega imajo oglaševalci še toliko bolj zapleteno nalogo, kako se potencialnemu potrošniku vtisniti v spomin. Zato se zanašajo na elemente, s katerimi smo ljudje močno povezani in v nas vzbudijo čustveno reakcijo. Ena izmed pogostih praks doseganja želenega rezultata je uporaba živali v oglasnih sporočilih. Diplomska naloga raziskuje odzive potrošnikov, ki jih povzročijo živali v oglasih. Podrobneje se ukvarja z vplivom živali v oglasih na antropomorfizacijo blagovne znamke, naklonjenost do znamke in všečnost oglasa. Slednje raziskuje s pomočjo eksperimenta, izvedenega v obliki ankete. S pomočjo empirične raziskave in analize podatkov smo ugotovili, da živali v oglasih vplivajo na naklonjenost do blagovne znamke in všečnost oglasa. Tega, da potrošniki bolj antropomorfizirajo blagovno znamko, če so v oglasih prisotne živali, pa v naši raziskavi nismo mogli potrditi. Through history, animals have had many different meanings in human life; source of food, clothing and tools. In addition, they also provide human beings physical and emotional support, and satisfy their need for socializing. Moreover, they represent a multidimensional symbol people use to this day to convey a wide variety of cultural meanings. Nowadays, animals are moving into a new sphere - the sphere of the media, and thus they are becoming present in all parts of our lives. We, as consumers, are presented with many different messages on every step. That is why advertisers have to try even harder to get the message imprinted in the consumer’s memory. One of the common practices of achieving positive results is the use of animals in advertising messages. The thesis explores consumer responses caused by animals in advertisements. In more detail, it deals with the influence of antropomorphism, affection and likeability. With this empirical study and quantitative research, I wanted to show the influence of anthropomorphization, affection, and likeability, on how consumers react whether animals are used in advertisments, or not. I found out that they have a favorable and high impact on affection to the advertised brand and likeability of the advertisement. However, we could not confirm the connection between using animals in advertisements, and higher brand antropomorphization. oglas živali vpliv potrošnik antropomorfizacija advertisement animals effect consumer anthropomorphism true true false [V. Kričej] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-07-08 08:30:41 2021-07-08 08:30:45 2022-09-07 04:14:14 0000-00-00 00:00:00 2021 0 Ljubljana 0 Ljubljana 66 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:366(043.2) 126409 74022147 4789.pdf 4789.pdf 1 DDFB6C6CE56DB5D4A84BBB4AB418460A 5196ce937e06f999429a8d464b5a19e5e1c1c62ae9f97c642af55c3835282ff9 e3b50926-dfb5-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=144980 Fakulteta za družbene vede 0 0 0