20.500.12556/RUL-187672 Merjenje odziva ciljne javnosti na plakate za promocijo prostovoljnega služenja vojaškega roka (PSVR): primerjava racionalnega in emocionalnega vizualnega pristopa z uporabo EDA metode Measuring Response of Target Audience to Posters Promoting Voluntary Military Service (PSVR): Comparison of Rational and Emotional Visual Approaches Using EDA Method V diplomski nalogi je bil obravnavan odziv ciljne javnosti na promocijske plakate za Slovensko vojsko. Namen naloge je bil primerjati racionalni in emocionalni vizualni pristop ter preveriti, kako se fiziološki odziv testirancev povezuje z njihovimi subjektivnimi ocenami. V okviru naloge je bilo oblikovanih šest promocijskih plakatov, trije z racionalnim in trije z emocionalnim izhodiščem. Racionalni plakati so temeljili na temah usposabljanja, napredovanja in sodelovanja, emocionalni pa na temah zaščite, pripravljenosti in boja. Raziskava je bila izvedena z metodo elektrodermalne aktivnosti (EDA) in vprašalnikom. EDA meritve so bile uporabljene za spremljanje fiziološke aktivacije med ogledom plakatov, vprašalnik pa za pridobivanje podatkov o valenci, promocijski privlačnosti, razumevanju sporočila in izboru najbolj prepričljivega plakata. Rezultati so pokazali, da se razlika med racionalnim in emocionalnim pristopom ni izrazila kot preprosta prevlada enega pristopa nad drugim. Najmočnejši fiziološki odziv je dosegel plakat P2 – Zaščita, najpogosteje izbran kot najbolj prepričljiv pa je bil plakat P3 – Napredovanje. Ugotovitve kažejo, da učinkovit promocijski plakat ne temelji samo na vizualni intenzivnosti, temveč na povezavi močnega vizualnega motiva, pozitivno razumljenega sporočila in jasne relevantnosti za gledalca. The diploma thesis examines the response of the target audience to promotional posters for the Slovenian Armed Forces. The purpose of the thesis was to compare rational and emotional visual approaches and to determine how the physiological response of participants relates to their subjective evaluations. Six promotional posters were designed for the study, three based on a rational approach and three based on an emotional approach. The rational posters focused on training, advancement and cooperation, while the emotional posters focused on protection, preparedness and combat. The study was conducted using electrodermal activity (EDA) measurements and a questionnaire. EDA measurements were used to monitor physiological activation during poster viewing, while the questionnaire provided data on valence, percieved attractiveness of the poster, message comprehension and the selection of the most persuasive poster. The results showed that the difference between the rational and emotional approaches did not appear as simple dominance of one approach over the other. The strongest physiological response was recorded for poster P2 – Protection, while poster P3 Advancement was most often selected as the most persuasive. The findings indicate that an effective promotional poster is not based only on visual intensity, but on the combination of a strong visual motif, positively perceived message and clear relevance for the viewer. promocijski plakat Slovenska vojska racionalni pristop emocionalni pristop elektrodermalna aktivnost EDA. promotional poster Slovenian Armed Forces rational approach emotional approach electrodermal activity EDA. true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-09-12 09:01:42 2026-09-12 09:01:47 2026-09-13 04:26:21 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 116555 29614.pdf 29614.pdf 1 E5D0776E39EFAC04EC12D79BF57725BE b9fe18d5d50db01a0a42e770fea4f2cefdac3022abf254e65923e7ba51f58bb1 cb2a30a4-ae77-11f1-8bc5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=247373 Naravoslovnotehniška fakulteta 0 0 0