Pomen racionalnega in čustvenega apela v oglaševanju generične in premijske tržne znamke

Šarabon Štojs, Lara (author), Kline, Mihael (mentor)

Potrošniki se dan danes, ob poplavi vseh možnih izdelkov in storitev, težko odločimo za točno določen izdelek ali storitev. Na tej točki svojo vlogo začne igrati oglaševanje, ki potrošnike ali racionalno informira ter izobražuje o izdelku ali pa skuša vplivati na našo čustveno opredelitev do določenega izdelka. Na ta način si s pomočjo oglasov ustvarjamo slike in mnenja o izdelkih ter o njihovih tržnih znamkah. Tržne znamke delimo na generične in na premijske, odvisno od tega na kakšen način delujejo in kakšne izdelke ustvarjajo. V diplomskem delu sem se ukvarjala z vprašanjem ali obstaja povezava med vplivom racionalnega in čustvenega apela v oglaševanju, na izbiro premijske oziroma generične tržne znamke, s strani potrošnika. Nadalje me je zanimala še morebitna razlika med vplivom racionalnega in čustvenega apela v oglaševanju, na moške in na ženske. Za preverjanje postavljenih hipotez sem uporabila anketni vprašalnik in eksperiment ter prišla do zaključka, da so razlike v povezavi med čustvenim in racionalnim apelom ter premijskimi in generičnimi tržnimi znamkami, statistično nepomembne, tako, da hipoteze nisem mogla potrditi. Tudi razlik med vplivom racionalnega in čustvenega apela v oglasu na moške in na ženske nisem zaznala.

• Language: Slovenian
• Keywords: racionalen apel, čustven apel, oglaševanje, generična tržna znamka, premijska tržna znamka
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-108365
• COBISS.SI-ID: 36279389
• Publication date in RUL: 29.06.2019

Secondary language

• Language: English
• Title: The significance of rational and emotional appeal in advertising of generic and premium trademarks

Abstract

Due to masses of different products and services, consumers today have a hard time choosing a specific one. This is the point where advertisting steps in. Consumer are either rationally informed and educated or influenced on their emotional characterization of a specific product. Consiquentially certain images and opinions of products and ther trademarks are created. Trademarks are divided into generic and premium by the way they operate and the types of products they produce. The main question of this work is to determine whether there is a link between the influence of rational or emotional appeal in advertising and the type of product. Furthermore, it is going to determine whether a link between the influence of rational or emotional appeal in advertising and the consumers gender. To test the hypothesis, a questionaire was used and an experiment performed. The conclucion is that the differences in the correllations of emotional and rational appeal and premium or generic trademarks are statistically insignificant. Therefore my hypothesis was not confirmed. The differences in the correllations of emotional and rational appeal and the consumers gender was also not detected

• Keywords: rational appeal, emotional appeal, advertising, generic trademark, premium trademark