Vpliv emocianlno posnetih reklam na dojemanje sporočila reklame

FABČIČ, MATIJA (avtor), Meža, Marko (mentor)

Namen zaključnega dela je bil seznaniti se z dejavniki, ki vplivajo na dobro radijsko reklamo. Oziroma reklamo, katera bi bila po izboru poslušalcev najboljša. Diplomsko delo predstavlja eksperiment, s katerim smo ugotavljali faktor, ki je potreben za najboljšo reklamo. Reklama mora biti všeč vsem generacijam ter mora pritegniti poslušalce, da se na njeni podlagi odločijo za nakup. Predstavljen je pregled skozi zgodovino razvoja radia, radijskih reklam ter same produkcije na radijskih postajah. V delu opisujemo kaj zajema radijska reklama ter kako se reklamo pravzaprav posname, da jo lahko poslušalci na radiih slišijo. V delu je tudi predstavljen eksperimentalni del, v katerem smo s pomočjo testirancev preko zaznave obrazne mimike in ankete prišli do rezultatov ki nam kažejo kateri sestavni del reklame jim je najbolj všeč. Uporabili smo literaturo domačih ter tujih avtorjev, saj nam ponujajo veliko več strokovne vsebine na tem področju. Za diplomsko delo so bile izdelane štiri avdio reklame. Te reklame so testiranci poslušali in se na podlagi teh preko ankete odločali, kateri tip reklam jim je všeč. Anketo smo testirancem dali po koncu poslušanja vseh štirih reklam, saj smo le tako lahko prišli do rezultatov. Prav tako je na podlagi teh reklam program Noldus face reader izvajal analizo, ki nam je pokazala, kaj testiranci v dani situacijo čutijo. oziroma kaj s svojo obrazno mimiko sporočajo ob poslušanju le teh. V študijo je bilo vključenih deset naključnih testirancev. Testirali smo naključne poslušalce, za katere smo predpostavljali, da največ časa poslušajo radio. To so generacije med 20 – 60 letom starosti. Zaradi povprečne vrednosti, ki smo jo želeli dobiti, smo testirali različne spole teh starostnikov. Rezultati pridobljeni s programom Noldus face raderjem in rezultati pridobljeni iz anket nam kažejo iste oziroma podobne rezultate. Iz enih in drugih podatkov lahko razberemo, da je bila testirancem všeč enaka reklama. Testirance sicer reklame odvračajo od poslušanja, vendar vseeno poslušajo radio do deset ur na mesec v svojih avtomobilih.

• Jezik: Slovenski jezik
• Ključne besede: radio, radijske reklame, poslušalci, radijski program, Noldus face reader
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FE - Fakulteta za elektrotehniko
• Leto izida: 2019
• PID: 20.500.12556/RUL-111308
• Datum objave v RUL: 27.09.2019

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The effect of emotionally charged radio commercials on the perception of their contents

Izvleček

The purpose of the final work was to discover which factors contribute to a good radio advertisement, or an advertisement that would be considered the best by listeners. An experiment, which is presented in the diploma thesis, determines the factor needed for an advertisement to be the best one. An ad is required to be liked by all generations and it must attract the listeners, whose decision to make a purchase is based on the ad. A history of the development of the radio, radio advertisements and their production at radio stations are presented in the thesis. The work describes what a radio advertisement includes and how an advertisement is recorded for the radio listeners to hear it. The work includes an experimental part; with the help of the perception of participants’ facial expressions and surveys we were able to deduce, which part of a radio ad they liked the most. Literary sources of Slovenian and foreign authors were used, as they offer a wider range of technical content of this field. Four radio ads were created for the purposes of the thesis. The participants in the experiment listened to them and with the help of surveys, they decided, which type of advertisements they liked the most. The surveys were given to the participants after having listened to all four ads, as that was the only manner to obtain results. Based on the ads, the software called Noldus Face Reader carried out an analysis, which showed what the participants felt at a certain moment, or what their facial expressions were saying while they were listening to the ads. Ten random participants took part in the study. The tests were performed on random people, who, as we presupposed, were the most frequent radio listeners. The participants were between 20 and 60 years old. As our aim was to obtain an average value, the participants were both, female and male. The results obtained with the Noldus Face Reader and those obtained through surveys, led to the same or very similar results. Both types of outcomes showed that the participants liked the same advertisement. The participants in general do not like listening to ads; however, they still listen to the radio up to ten hours a month in their cars.

• Ključne besede: radio, radio advertisements, listeners, radio program, Noldus face reader