20.500.12556/RUL-160539 Zaznava vizualnih metafor v oglaševanju diplomsko delo The perception of visual metaphors in advertising V načrtovanem komuniciranju je način podajanja informacij vsaj toliko pomemben kot informacija sama. V diplomskem delu smo raziskovali specifičen način podajanja informacij, in sicer komuniciranje z uporabo vizualne metafore. Naš cilj je bil preučiti, kako uporaba vizualne metafore v oglasih vpliva na komuniciranje s potrošniki. V raziskovanju smo se osredotočali na to, kako vizualna metafora vpliva na odnos do oglaševanja, specifično v kontekstu prepričljivosti in všečnosti oglasov. Raziskavo smo začeli z opredelitvijo oglaševalskega komuniciranja in vpogledom v zgodovino raziskovanja vizualne metafore v oglaševanju. Preučili smo razvoj različnih tipologij vizualne metafore, njeno umeščenost znotraj vizualne retorike in njen pomen v prepričevalnem komuniciranju. S kvantitativno metodo smo preverjali, kakšna je prepričljivost in všečnost oglasov z vizualno metaforo v primerjavi z oglasi brez vizualne metafore ter kako zaznava vizualne metafore vpliva na prepričljivost in všečnost oglasov. Temeljna ugotovitev naše raziskave je, da se potrošnikom oglas z višjo zaznavo vizualne metafore zdi tudi bolj prepričljiv in všečen. In planned communication, the method of conveying information is as important as the information itself. We explored the specific use of conveying information in advertising – visual metaphors. Our objective was to examine how visual metaphors in advertisements influence consumer communication. Our research focused on how metaphors influence attitudes toward the ads, specifically in the context of persuasiveness and appeal. At the beginning of the research paper, we defined advertising communication and received visual metaphors history in advertising. We examined different typologies of visual metaphors, their placement within visual rhetoric, and their meaning in persuasive communication. Using the quantitative method, we assessed the persuasiveness and appeal of ads featuring visual metaphors compared to those without them, as well as how the perception of visual metaphors impacts the persuasiveness and appeal of the advertisements. The key finding of our research is that there is a connection between the perception of visual metaphor and ad appeal and persuasiveness. vizualna retorika vizualna metafora prepričevalno komuniciranje oglaševanje visual rhetoric visual metaphor persuasive communication advertising true true false S. Subić Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-30 08:30:52 2024-08-30 08:30:54 2024-09-11 12:11:13 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (62 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1(043.2) 165684 207126787 14891.pdf 14891.pdf 1 DE059A8024B5A573168E6B0F989A0AD4 b5aacfdba9f17d2996901f0ac869e702824cfd9a26055896906357752fb2cab6 2be897a6-6699-11ef-8f74-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=189266 Fakulteta za družbene vede 0 0 0