20.500.12556/RUL-151280 Mitologizacija luksuznih blagovnih znamk na Instagramu: primer "Dream in Dior" primer "Dream in Dior" Mythologization of the luxury brands on Instagram: case study "Dream in Dior" diplomsko delo V svojem diplomskem delu se osredotočam predvsem na področje mitologizacije izbrane luksuzne blagovne znamke Dior na Instagramu v povezavi z medijatizacijo ter na področje sanjarjenja modernega potrošnika kot posledico. Skladno z raziskovalnimi vprašanji se opiram na znanstveno literaturo s področij mita, mode, luksuznega znamčenja, potrošne kulture, oglaševanja in medijev. S teoretičnim pregledom znanstvene literature in vpeljavo empiričnega primera, oglaševalske kampanje "Dream in Dior" na Instagramu, opišem postopke mitologizacije za izbrano luksuzno blagovno znamko, sklenem povezavo med mitologizacijo na Instagramu in medijatizacijo ter zaključim delo z razlago in vlogo procesa sanjarjenja modernega potrošnika preko konzumiranja promocijskih vizualnih podob. In my thesis, I mainly focus on the topic of mythologization of the selected luxury brand Dior on Instagram in connection with mediatization, and the topic of the modern consumer daydreaming as a consequence. For the purpose of my research questions, I present the relevant scientific viewpoints on myth, fashion, luxury branding, consumer culture, advertising and the media. With a theoretical review of the scientific literature and the introduction of an empirical example, the "Dream in Dior" advertising campaign on Instagram, I describe the processes of mythologization of the selected luxury brand, present the connection between mythologization on Instagram and mediatization, and conclude the research with an explanation and role of the modern consumer's dreaming process through the consumption of promotional visual images. luksuzne blagovne znamke mit oglaševanje Instagram potrošna kultura luxury brands myth advertising Instagram consumer culture true true false V. Koval Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-10-03 08:31:03 2023-10-03 08:31:04 2023-10-20 10:53:25 0000-00-00 00:00:00 2023 0 Ljubljana 0 Ljubljana 95 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366:004.738.5(043.2) 157926 169239811 12222.pdf 12222.pdf 1 9AEBD09937A96AFF7AF8DD8A1A870160 ed011198b420869ffaa9bc60c89b457025d29a6b9806d9db4bfbe577c0bf3c22 6d9aa9a2-61b6-11ee-bfbf-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=176223 Fakulteta za družbene vede 0 0 0