20.500.12556/RUL-162980 Vpliv zvoka v avdiovizualnih oglasih pijač na odnos do oglasa in odnos do izdelka magistrsko delo Effect of sound in audiovisual beverage advertisements on attitude towards the ad and attitude towards the product Naši čuti vplivajo na to, kako dojemamo izdelke, zato je pomembno, da tudi v oglaševanju uporabljamo ustrezne čutne dražljaje, s katerimi dosežemo želene učinke na porabnika. Konzumiranje hrane in pijače je izrazito multisenzorična izkušnja, na katero vpliva vseh pet čutov, a pregled literature pokaže, da je odprtih vprašanj pri preučitvi vloge dražljajev v avdiovizualnem oglaševanju še veliko. V nalogi opozorim na pomen zvočnih dražljajev. Kljub temu, da so zvočni dražljaji v oglaševanju pomembni, saj vplivajo na zaznavanje drugih dražljajev, porabnikov odnos do oglasa in oglaševanega izdelka, je vlogi zvoka v avdiovizualnih oglasih namenjene malo pozornosti. V nalogi sem se zato posvetila preučevanju zvoka v kontekstu doseganja ustrezne celostne čutne izkušnje ter želenih čutnih in vedenjskih odzivov porabnika. Z lastno empirično raziskavo, ki je vključevala eksperiment, izveden s pomočjo spletnega vprašalnika, sem preverjala vpliv zvočnih dražljajev na čutne podobe, odnos do oglasa, odnos do okusa pijače in odnos do oglaševanega izdelka. Rezultati kažejo, da so udeleženci, ki so si ogledali oglas z dodanimi zvočnimi dražljaji, čutne podobe ocenili kot bolj pozitivne, ne pa tudi kot bolj žive in številčne. Dodajanje zvočnih dražljajev je omogočilo, da so si lažje predstavljali zvočne podobe v povezavi z izdelkom, ni pa vplivalo na zaznavanje drugih čutnih podob. So pa imeli udeleženci, ki so si ogledali oglas z dodanimi zvočnimi dražljaji, bolj pozitiven odnos do oglasa, okusa pijače in oglaševanega izdelka. Ugotovila sem tudi, da bolj bogate čutne podobe vplivajo na odnos do oglasa, odnos do okusa pijače in odnos do izdelka. Senses influence how we perceive products, so using appropriate sensory stimuli in advertising is important to achieve the desired effects on consumers. Eating and drinking are distinctly multisensory experiences influenced by all five senses. However, a literature review shows that there are still many open questions regarding the role of stimuli in audiovisual advertising. In this thesis, I highlight the importance of auditory stimuli. Despite the significance of sound in advertising—since it affects the perception of other stimuli, consumer attitudes towards the ad, and the product—the role of sound in audiovisual ads has received little attention. Therefore, in my thesis, I focus on studying sound in the context of achieving a multisensory experience and consumers' desired sensory and behavioural responses. Through empirical research, which included an experiment conducted via an online questionnaire, I examined the impact of sound stimuli on sensory imagery and attitudes towards the ad, the beverage's taste, and the product. The results show that participants who saw the ad with added sound stimuli rated their sensory imagery as more positive but not more vivid or numerous. Adding sound stimuli made it easier for participants to imagine auditory imagery, but it did not affect the perception of other sensory imagery modalities. However, participants who viewed the ad with added sound stimuli had a more positive attitude towards the ad, the beverage’s taste, and the product. I also found that richer sensory imagery influences attitudes towards the ad, the beverage’s taste and the product. senzorični marketing oglaševanje čutna izkušnja zaznavanje odnos do oglasa sensory marketing advertising sensory experience perception attitude towards the advertisement true true false M. Burja Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-09-30 08:30:26 2024-09-30 08:30:28 2024-11-14 15:19:15 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (99 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:612.858.7(043.2) 168410 215065859 15990.pdf 15990.pdf 1 B2CF490081F0E6ED1E8C136688CF54DF 4124a5668811672f65fca276ac6bbc6a5ed6a8dd20a56445246d56eb641dc231 570d5f47-7ef5-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=192428 Fakulteta za družbene vede 0 0 0