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Analiza vpliva glasbene podlage na zaznavo televizijskega oglasa
ID Blaško, Tjaša (Author), ID Ahtik, Jure (Mentor) More about this mentor... This link opens in a new window

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Abstract
Cilj diplomskega dela je bil proučiti in analizirati vpliv glasbene podlage na zaznavo televizijskega oglasa. Tako smo zbrali subjektivna mnenja testirancev o oglasih z mirnimi in živahnimi glasbenimi podlagami ter njihove odzive analizirali in primerjali. Povpraševali smo o njihovem počutju ob gledanju oglasov, njihovem spominu in nakupni nameri. V teoretičnem delu smo raziskali splošno vlogo glasbe, kako se glasba pojavlja v oglaševanju in kakšne učinke lahko pri tem obravnavamo. Raziskali smo vpliv glasbe na vedenje kupcev ter tipe in načine uporabe glasbe v oglasih. Nazadnje smo se seznanili še z učinki glasbe, ki vplivajo na človekovo počutje. V raziskovalnem delu diplomskega dela smo televizijske oglase ustrezno obdelali in pripravili spletne vprašalnike, v katerih smo z modelom čustvenih stanj ugotavljali njihovo počutje, primerjali odgovore, povezane z zapomnljivostjo oglasov, ter primerjali nakupno namero pred in po ogledu oglasov. Iz analize 108 odgovorov testirancev smo v Excelu sestavili grafe, ki prikazujejo razlike med vplivom mirne in živahne glasbene podlage oglasov, ter na podlagi teh napisali ugotovitve in razpravo. Poudarjene so bile tudi pomanjkljivosti in možnosti izboljšave raziskave.

Language:Slovenian
Keywords:televizijski oglas, vpliv glasbe, počutje, spomin, nakupna namera
Work type:Bachelor thesis/paper
Organization:NTF - Faculty of Natural Sciences and Engineering
Year:2020
PID:20.500.12556/RUL-116994 This link opens in a new window
Publication date in RUL:18.06.2020
Views:1257
Downloads:233
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Secondary language

Language:English
Title:Analysis of the impact of the musical background on the perception of a television ad
Abstract:
The goal of the diploma thesis was to study and analyse the impact of musical background on a person's perception of a television advertisment. We collected, analysed and compared subjective opinions about advertisments with calm and cheerful musical backgrounds. We asked the participants what they were feeling while watching the advertisment, tested their memory and inquired about their purchase intent. In the theoretical part we examined the general role of music, how it appears in advertising and which effects it produces. We also examined the impact music has on customer behaviour and the types and uses of music in advertisements. Finally, we familiarized ourselves with the effects various music factors have on a customer's mood and attitude. In the practical part of the thesis we edited the collected television advertisements and prepared online questionnaires in which we, following the emotional state model, established the participants' mood. We also compared responses related to advertisement recall and purchase intent before and after viewing them. We compiled graphs that show the differences between the impact of calm and cheerful music background of the advertisements from the analysis of 108 responses and wrote the discussion based on those findings. Weaknesses and possibilities for improvement were also highlighted.

Keywords:television advertisement, musical impact, mood, memory, purchase intent

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