Humor in ironija v družbeno odgovornem oglaševanju : diplomsko delo

Hervatin, Lejla (author), Golob, Urša (mentor)

Družbena odgovornost podjetja (DOP) ima v sodobni družbi izjemen pomen. Gre za obsežen koncept, ki predstavlja krovni pojem tudi za trajnost, korporativno državljanstvo, trojni izid ipd. DOP, kot tudi trajnost, preučuje družbeno vlogo podjetij in njihov vpliv na spreminjanje okolja ter širše sveta. DOP ali zeleno oglaševanje zato predstavlja najbolj priljubljeno orodje za komuniciranje DOP prizadevanj podjetij, s katerimi podjetja nagovarjajo in ustvarjajo zeleno vrednost za potrošnika. Odzivi potrošnikov pa so različni. Namen diplomskega dela je bil preučiti, kako se potrošniki odzivajo na uporabo dveh oglaševalskih apelov – humorja in ironije v DOP oglaševanju, saj njuno prevzemanje pri oglaševalcih narašča. Zanimalo me je, kakšen je način procesiranja humorja in ironije pri potrošnikih ter kakšne spremembe pri vedenju povzroči dodatna uporaba apela strahu. Omenjenim oglaševalskim apelom je skupno, da potrošnike presenetijo in s tem učinkovito pridobijo njihovo pozornost. Pomembno vplivajo tudi na odnos do oglasa, tržne znamke in nakupno namero potrošnikov. S ciljem odgovoriti na zastavljena raziskovalna vprašanja sem izvedla empirično raziskavo v obliki dveh fokusnih skupin. Ugotovila sem, da imajo potrošniki bolj odklonilen odnos do uporabe humornega apela v DOP oglaševanju (tudi pri DOP šok oglaševanju), izredno pozitiven odnos pa do uporabe ironičnega apela v DOP oglaševanju. Doprinos raziskave je torej osmisliti uporabo obeh apelov ter njuno aplikacijo na DOP oglaševanje.

• Language: Slovenian
• Keywords: DOP oglaševanje, zeleno oglaševanje, humorni apel, ironični apel.
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [L. Hervatin]
• Year: 2022
• Number of pages: 83 str.
• PID: 20.500.12556/RUL-136738
• UDC: 005.35:659.1(043.2)
• COBISS.SI-ID: 109225475
• Publication date in RUL: 19.05.2022

HERVATIN, Lejla, 2022, Humor in ironija v družbeno odgovornem oglaševanju : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : L. Hervatin. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=136738

Secondary language

• Language: English
• Title: Humour and irony in socially responsible advertising

Abstract

Corporate social responsibility (CSR) has an important role in modern society. It is a comprehensive concept that also represents an umbrella term for sustainability, corporate citizenship, triple bottom line, etc. CSR, as well as sustainability, examines the social role of companies and their impact on the environment, and in a broader sense, the world. Therefore, CSR or green advertising is the most popular tool used to communicate companies' CSR efforts, which are aimed at addressing and creating green value for a consumer. However, consumer responses vary. The purpose of the thesis was to examine how consumers respond to the use of two advertising appeals – humour and irony in CSR advertising, as these are increasingly being used by advertisers. I was interested in how consumers process humour and irony, and how the additional appeal of fear may lead to further changes in consumer behaviour. These advertising appeals share the ability to surprise consumers, thus effectively capturing their attention. They also significantly affect consumers' attitudes towards the advertisement, brand, and purchase intention. I conducted an empirical study comprising two focus groups to find answers to the research questions set out in the thesis. I found that consumers have a rather negative attitude towards the use of humorous appeal in CSR advertising (also in CSR shock advertising) but a very positive attitude towards the use of ironic appeal in CSR advertising. The study therefore offers valuable insight into the use of both forms of appeal and their application in CSR advertising.

• Keywords: CSR advertising, green advertising, humorous appeal, ironic appeal.