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Članek obravnava jezikovne izbire v oglaševalskih besedilih. Z analizo besedila Lektorskega društva Slovenije, ki popravlja 16 oglasov, prikazujem, da tradicionalni model jezikovne zvrstnosti ne more biti analitično orodje za jezikoslovne razčlembe: oglaševanje je razbremenjeno žanrskih omejitev, zato kot prvo načelo postavlja iskanje ustreznega naslovnikovega jezika, šele nato s parazitiranjem na znanih žanrih in njihovo hibridizacijo ustvari oglas, ki bo vzbudil pozornost in prepričal k nakupu ali sprejetju nove ideje. This paper presents an analysis of language choices in advertising texts. The text Language Guidelines for Advertisers was analysed to show the professional stance of language revisers and the persistence of the traditional model of language registers, which cannot be a linguistic method. Advertising is freed from genre limitations and its first principle is the search for an appropriate language of address only then, by exploiting known genres and hybridising them, is an advertisement created that attracts attention and convinces addressees to buy something or accept new ideas.

This paper captures both a historical perspective and the current situation of sustainability communication (SC), the relevance and impact of conceptual and empirical contributions, and the future of SC research. By applying the principles of a meta-narrative systematic literature review, we analyze the concepts, theoretical models, and empirical approaches that researchers use in 116 articles in the field. The main manifestations of SC, including sustainability/green advertising, sustainability reporting, and green-washing, are presented. The analysis reveals a predominant environmental focus on the literature and the dominance of applied communication approaches in SC. We identify several directions that can help advance the field and vision the leading role of the IJA journal in (re)defining and clarifying the concept and integrating the main communication concepts and theories into SC. Bibliografija: str. 50-51. Abstract. Slovenian Research Agency, J5-4576 and P5-0128

Advertising is evolving at a steady pace, and the challenges that it is facing are significantly different from what they used to be. Nevertheless, an initial advertising goal, the one that precedes any future goal, attracting consumers’ attention, remains the same. The consumer attention is being refered to as the gatekeeper for higher order advertising outcomes. Advertisers’ aim is, thus, effectively attract consumers’ attention and guide it towards their message. Relationship between the advertisement presentation and these higher order advertising outcomes, such as positive feelings towards the product, brand loyalty, actual purchase, etc. is rather small. Especially compared to other promotional and contextual factors such as inertia, loyalty and prior purchases which explain almost two thirds in the variability of consumer behavior in markets. The sheer amount of events transpiring between the advert presentation and the consumers’ behaviour can confound the total advertising effects. For this reason, it is marketers’ goal to positively influence each event under their direct control, and advertisement design is certainly one of them. The present research continues on the abundance of research aimed at discovering how to most effectively attract consumers’ attention which started in the 1990s. Such studies report that consumers are attending to advertisements differently based on their involvement with the brand, brand attitude and ad recall ; that advertisement’s property to effectively hijack viewers’ attention and increase the future ad recall is related to advert being perceived as obtrusive and distracting and ; that three factors thought to influence consumers’ allocation of attention to ad processing aside from the task at hand are consumers’ motivation, opportunity and ability. Throughout the previous period, various ad design characteristics have been tested for their attention attracting properties including advertisement’s size, number of letters and clearance from the road., etc. Surprisingly, despite the fact that more than half of all the advertisements show human face in them, the human face has not received enough researchers’ attention, as it did consumers’. This practice has been related with an easier advertisement recall and more positive attitudes and purchase intentions according to scarce literature on the matter. However, even those researches that did explore human face in advertising context, have not focused on the factors influencing face’s ability to automatically attract attention, nor what happens with consumers’ attention once it is captured by the human face in advert. Through the course of the dissertation it will be argued that potential mechanisms through which human face is efficient in attracting consumers’ attention towards the ad are the model’s eye gaze and emotional expression. Eyes are regarded as one of the most important social stimuli capable of expressing complex mental states such as beliefs, desires and emotions. Thus, we will argue that this evolutionary importance of attending and recognizing another’s gaze direction can be utilized as the way of either attracting attention to the ad itself, or to guide attention towards the specific ad element (to which the model is gazing at). Much like eye gaze, facial expression of emotion is a primary channel through which individual is expressing his emotional state. Following the same rationale, people have evolved mechanisms for quick detection and recognition of emotional expressions, since it was preferential for an individual to give themselves enough time to prepare for the possible fight or flight when confronted with an individual expressing anger, for example. Final factor being researched through the course of the present thesis is the consumers’ cognitive load. It is almost impossible to research advertisement without including consumers’ cognitive resources which are more readily invested in other activities than to advertisement. This problem has been emphasized by the proliferation of the new media channels which has led to consumers being exposed to a huge amount of advertisements presented simultaneously through different channels. Each of these stimuli is competing for the same resource, consumers’ attention. To test whether advertisements’ efficiency can be enhanced by the use of the evolutionary important social stimulus, such as human face, and how is this relationship dependent on the consumers’ cognitive load, two studies were designed. In each study, one type of cognitive load was manipulated. By increasing the complexity of the scene in which the advertisement stimuli were presented, external cognitive load (i.e. the amount of information presented in the visual field) is manipulated, and its effect on attention is examined for different types of advertisement stimuli. Participants’ internal cognitive load was manipulated in the second study by involving them with a memory task in which they are required to memorize a short (low load) or a long (high load) digit string for the duration of the study. This time, we had tested how does the ad design affect not only attention to advertised product, but also how the advertisement is perceived by the consumer depending on the different mental effort involved with advertisement processing. Results confirmed predictions from the evolutionary psychology that human face’s importance can be used as a way of increasing advertisements’ attention grabbing efficiency, but also the attitudes toward the presented ad. Possible reason for such finding is the ease with which the face is being processed and perceived due to its evolutionary importance which has made the face prioritized by humans’ cognitive system. Most importantly, we have gained a support for the observation that faces can be also used to point viewer’s attention to the certain place where the key advertisement message, or product is presented on advert. The mechanism through which the face acts as the efficient attention grabber is the increased saliency of the ad. When the advertised product’s saliency is significantly higher than the saliency of the surrounding stimuli, all other design characteristics are less important. This can be achieved in a number of ways, such as by varying the product’s colour, luminescence, size, orientation, etc. However, when the advertised product, or an ad itself does not automatically pop-out from its surrounding, consumers’ attention is being guided by the stimuli which are preferentially searched for, for example human face making the advertisement containing it more salient compared to its surrounding. Model’s emotional expression (happiness) significantly increased advertisements’ saliency, resulting in shorter search times compared to other emotional expression and other cue types. The same emotion was positively related with the ad evaluation. Eye gaze effect was not as strong as the emotional expression, although some reduction in time needed for reacting to a presented product was observed, effect was rather small. Finally, internal cognitive load, unlike the external one, was not associated with attention (i.e. reaction time) needed for clicking the advertised product. Instead, internal cognitive load had a significant effect on ad evaluation phase, with ads being perceived more positive when consumers had more of their cognitive resources at their disposal (low internal load).

Capitalism has become so naturalised in recent decades that there seems to exist little to no alternative to it. Common acceptance of this social formation begs the basic question of how particular systems are legitimised. In this paper, I look at some legitimation mechanisms at play by focusing on the capitalist tendency to ideologically appropriate criticism emerging from social struggles. I draw on the study The New Spirit of Capitalism by Boltanski and Chiapello and the cool capitalism thesis put forward by McGuigan. Both provide a basis for a case study of two advertising campaigns by Slovenia’s biggest mobile network operators. During the period of mass uprisings following the 2008/09 economic crisis, the two operators harnessed the symbolism of resistance in their advertising targeted at young people. In each case, the messages of the protests in the ads were deradicalised and largely stripped of any meaningful political content. While it is clear the advertising industry plays an important systemic role in capitalism, the two case studies hint at another way that advertisements can help perpetuate the system: by reinterpreting the critical messages emerging from within society, they become neutralised, with the critical voices thereby becoming more easily integrated into the capitalist social structure. Nasl. z nasl. zaslona. Opis vira z dne 7. 4. 2023. Bibliografija: str. 71-72. Abstract.

Soluma je B2B podjetje, ki se ukvarja z digitalizacijo procesov. Glavni namen diplomskega dela je bil povečati dejavnost podjetja Soluma na področju oglaševanja na družbenih omrežjih in spoznati, kako pri uporabniku z oglasom vzbuditi zanimanje in ga prepricˇati h kliku. V procesu izdelave diplomskega dela so nastali trije oglasi in tri oglasne kampanje, kjer smo oglaševali produkt podjetja – Soluma WebScan. V teoretičnem delu smo raziskovali psihologijo barv, kako se razlikuje trženje za B2B in B2C podjetja, načela oblikovanja informacij in pomen A/B testiranja. Eksperimentalno delo vsebuje predstavitev podjetja in oblikovanje oglasov in kampanj. Izdelali smo tri kampanje. Z vsako smo preizkušali drugo spremenljivko. Prva je preizkušala vpliv uporabe slik in animacij. Druga, kako koda s popustom vpliva na število klikov. In tretja, kako poteka pot uporabnika, če uporabimo povezavo do druge spletne strani. Pri izdelavi diplomskega dela smo uporabljali programsko opremo Adobe (Photoshop, Illustrator, After Effects). Za objavo oglasov smo uporabili Meta Business Suite. Poleg tega smo izvedli še anketo v programu Google Obrazci. Predpostavili smo, da bo oglasˇevanje, kjer bodo informacije prikazane v obliki animacije, dobilo vecˇ klikov, kar smo v praktičnem delu ovrgli. Statični oglas je prejel več klikov kot oglas z animiranimi deli. Pred začetkom smo predvideli, da se bodo glede na barvne kombinacije anketiranci najbolje odzvali na kombinacijo z modro barvo, kar smo v eksperimentalnem delu tudi potrdili. Pri oglasˇevanju, kjer je bila dodana povezava do strani produkta, je ta zadrzˇala vecˇ potencialnih strank kot oglasˇevanje, kjer je povezava vodila do glavne strani podjetja. To smo potrdili, saj je iz glavne strani prišlo le 5 uporabnikov, drugi pa so stran takoj zapustili. Hipotezo, s katero smo predvideli, da bo oglas z dodano kodo prejel večje število klikov, smo z raziskovalnim delom potrdili, tako kot tudi hipotezo, da je najpogosteje zastopana starostna skupina na Facebooku 25?34 let. Do klika smo uporabnike vodili z opredelitvijo bistvene težave, ki jo ima naša ciljna skupina in ki jo z uporabo WebScana lahko rešijo. Prav tako smo ugotovili, da je pomembno sporočilo predstaviti vizualno in pisno jasno. Soluma is a B2B company engaged in process digitization. The main purpose of the diploma thesis was to increase the activity of the company Soluma in the field of advertising on social networks. And learn how to intrigue the user with the ad and convince them to click. In the process of the diploma work, three advertisements and three advertisement campaigns were created. Where the company's product was advertised - Soluma WebScan. In the theoretical part, we researched the psychology of colors, how marketing differs for B2B and B2C companies, the principles of information design and the importance of A / B testing. The experimental work includes the presentation of the company and the design of advertisements and campaigns. We produced three campaigns, each testing a different variable. The first tested the impact of using images and animations. The second is how the discount code affects the number of clicks. And third, how the user’s path works if we use a link to another website. In the diploma work we used Adobe software (Photoshop, Illustrator, After Effects). We used Meta Business Suite to run ads. In addition, we conducted a survey in the Google Forms program. We assumed that advertising, where the information will be displayed in the form of animation, will get more clicks, which we refuted in the practical part. A static ad received more clicks than an ad with animated parts. Before the start, we predicted that in terms of color combinations, respondents would respond best to the combination with blue, which we also confirmed in the experimental part. Advertising that linked to the product page retained more leads than advertising that linked to the main company page. We confirmed this, as only 5 users came from the main page, and the rest immediately left the page. We confirmed the hypothesis, where we predicted that an ad with an added code would receive a greater number of clicks, as well as the hypothesis that the most frequently represented age group on Facebook is 25䀒34 years old. We intrigued users until they clicked by defining the essential problem that our target group has and can solve using WebScan. It is also important to clearly present the message visually and in writing.

Trženjsko-komunikacijska orodja v interaktivnem okolju niso več pod polnim nadzorom tržni-kov, zato je pomembno poznati njihov vpliv na proces ustvarjanja premoženja blagovne znamke. V članku pod drobnogled vzamemo vpliv spletnega trženja od ust do ust in televizijskega oglaševanja na posamezne dimenzije premoženja blagovne znamke v očeh porabnikov in ga preverjamo na vzorcu slovenskih porabnikov. Raziskava potrjuje pomembno vlogo obeh vrst orodij, a tudi opozarja na previdnost pri naslavljanju posameznih dimenzij premoženja blagovne znamke. Rezultati pritrjujejo nadgradnji tradicionalnih trženjsko-komunikacijskih orodij z interaktivnimi orodji, ki običajno vključujejo porabnike in jih spodbujajo k soustvarjanju blagovne znamke, vendar ne na račun zanemarjanja tradicionalnega oglaševanja. Ključni pojmi: trženjsko komuniciranje, spletno trženje od ust do ust, televizijsko oglaševanje, premoženje blagovne znamke v očeh porabnikov. Marketing communication tools are not under the complete control of marketers in an interactive environment, making it important to know how they impact the brand equity creation process. The article studies the impact of electronic word-of-mouth and television advertising on dimensions of consumer-based brand equity and tests it on a sample of Slovenian consumers. Alongside the presented research confirming the important role of both communication tools, it shows the need for prudence in addressing separate brand equity dimensions. The results support upgrading the traditional communication mix with interactive tools that typically involve and stimulate consumers to co-create brands, yet not at the cost of neglecting traditional advertising.

Ziel dieser Arbeit ist es aufzuzeigen, wie Covid-19 in der deutschen Werbung thematisiert wird und welche inhaltlichen Aspekte dabei hervorgehoben werden. Die Masterarbeit konzentriert sich auf ein wenig erforschtes Fragment des Diskurses über Covid-19. Durch die Analyse sprachlicher und nicht-sprachlicher Elemente wird gezeigt, in welchen Elementen und Teilen der Anzeigen das Thema Covid-19 am stärksten hervorgehoben wird und wie dies die gesamte Anzeige und ihre Botschaft beeinflusst. Die Masterarbeit konzentriert sich auf die Anzeigen von vier deutschen Unternehmen - zwei große deutsche Handelsketten - Edeka und Aldi, und zwei Lebensmittelunternehmen - Milka und Katjes. Die analysierten Anzeigen wurden von den Unternehmen zwischen März 2020 und Februar 2021 erstellt, also zwischen der ersten und zweiten Welle von Covid-19, und konzentrieren sich auf das Coronavirus und andere damit verbundene Unterthemen. Cilj dela je prikazati, na kakšen način je v nemških oglasih tematiziran Covid-19 in kateri vsebinski vidiki so izpostavljeni. Magistrsko delo se osredotoča na malo raziskani fragment diskurza o Covid-19. Z analizo jezikovnih in nejezikovnih elementov je prikazano, v katerih elementih in delih oglasa je tema Covid-19 najbolj izpostavljena in kako to vpliva na celoten oglas in njegovo sporočilo. Magistrsko delo obravnava reklamne oglase štirih nemških podjetij – dveh velikih nemških trgovin – Edeke in Aldija, ter dveh živilskih podjetij - Milke in Katjes. Analizirani bodo reklamni oglasi, ki so jih podjetja ustvarila med marcem 2020 in februarjem 2021, torej med prvim in drugim valom Covida-19, in katerih osrednja tema je koronavirus in z njim povezane podteme.

Namen magistrske naloge je raziskati objektifikacijo ženskih teles v oglaševanju na primeru oglasov ženskih parfumov. Ukvarjala sem se z reprezentacijo žensk v izbranih oglasih. V vizualnih medijih se objektifikacija pojavlja v načinu reprezentacije žensk. Pogosto so pomanjkljivo oblečene in v položajih, ki namigujejo na spolnost. V medijih so gledane skozi oči heteroseksualnega moškega in hkrati predstavljene kot pasivni objekt moških želja. V sodobni kulturi se telo, še posebej žensko, obravnava kot predmet, ki ga je mogoče oblikovati, z namenom približevanja lepotnim standardom in telesnim idealom. Cilj teoretičnega dela je komparativna analiza literature na temo medijskega diskurza o ženskem telesu in telesnih idealih, teorije objektifikacije skozi feminizem in semiotike oglaševanja. V nalogi sem zastavila tri raziskovalna vprašanja, in sicer kako je v izbranih oglasih ženskih parfumov prikazana ženska podoba oziroma žensko telo, kaj te podobe simbolizirajo in kakšne so razlike med oglasi različnih blagovnih znamk. V empiričnem delu sem opravila vsebinsko in vizualno semiotično analizo oglasov, namenjenih oglaševanju ženskih parfumov. Ugotovila sem, da ženske podobe v oglasih skozi označevalce simbolizirajo različne pomene. V izbranih oglasih se kaže, kako so ženske zavedene v občutek, da bodo s spolno zaželenostjo imele več moči nad moškimi. Uporaba določenega parfuma pa jim bo pomagala doseči spolno zaželenost in posledično obljubljeno moč. The master's thesis examines the objectification of women's bodies in advertising on the example of women's perfume advertisements. I analyzed the representation of women in selected advertisements. In visual media, objectification occurs in the way women are represented. They are often scantily clad and in positions that suggest sexuality. In the media, they are seen through the eyes of a heterosexual man and, at the same time, presented as a passive objects of the male gaze. In modern culture, the body of a woman is treated as an object that can be shaped to approach beauty standards and body ideals. The aim of the theoretical part is a comparative analysis of the literature on the subject of media discourse on the female body and body ideals, the theory of objectification through feminism, and the semiotics of advertising. In the thesis, I posed three research questions, namely how the female image or body is shown in the selected advertisements for women's perfumes, what these images symbolize and what are the differences between the advertisements of different brands. In the empirical part, I performed a content and visual semiotic analysis of advertisements for women's perfumes. I found that female images in advertisements symbolize different meanings through various signifiers. Selected advertisements show how women are tricked into thinking they will have more power over men by being more desirable. Using a particular perfume will help them achieve sexual desirability and, consequently, the promised power.

Instagram je družbeno omrežje in spletna aplikacija za objavljanje fotografij in posnetkov, ki se poleg vzdrževanja socialnih stikov uporablja za namene oglaševanja, kjer je tudi modna industrija našla svojo tržno nišo. S pomočjo vplivnežev ali t. i. influencerjev komunicira z občinstvom, ki ga predstavljajo njihovi sledilci. Moč vizualnega sporočila je izjemna, saj podobe z idealizirane, estetske fotografije z vplivom na posameznikova čustva vzbujajo želene odzive občinstva. Ti rezultirajo kot trendi, ki jim kot potrošniki želimo slediti in se z njimi poistovetiti. Influencer marketing oziroma oglaševanje z vplivneži je v zadnjih letih hitro rastoče orodje promocije, ki ga uporablja vrsta podjetij. S pomočjo vizualne analize fotografij, objavljenih na Instagram profilu modnih vplivnic, smo ugotavljali način samopredstavljanja in izgradnje vizualne identitete ter skozi vizualno retoriko iskali pomene, ustvarjene s podobami. Hkrati smo ugotavljali, kako se je spremenila narava vsebine objav, ki smo jih kategorizirali kot portreti (selfiji), moda in blagovna znamka, hrana, dogodki, potovanja, družina in prijatelji ter ostalo, glede na obdobje izpred petih let. Zanimalo nas je, kako modne vplivnice znotraj donosne panoge influencer marketinga pod taktirko modne industrije ohranjajo svojo vizualno identiteto in reproducirajo vlogo modne vplivnice. Ugotovili smo, da modni vplivnici skozi sebi lasten način samopredstavljanja gradita svojo vizualno identiteto in tako nagovarjata različno občinstvo. Hkrati ugotavljamo, da se vsebina objav modnih vplivnic skozi čas spreminja, kar vodi k pridobivanju širšega kroga sledilcev in s tem uspešnejše trženje blagovne znamke. Instagram is a social network and online app for publishing photographs and videos, which, in addition to maintaining social contacts, are used for advertising purposes. The fashion industry has also found its market niche in it. With the help of so-called influencers, the fashion industry communicates with the audience, which influencers' followers represent. The power of a visual message is extraordinary, as images from an idealized, aesthetic photograph evoke the desired responses of the audience by affecting the individual's emotions. These result in trends we, as consumers, want to identify with and follow. Therefore, influencer marketing, or advertising with influencers, has been a rapidly growing promotion tool used by many companies in recent years. With the help of visual analysis of photographs published on the Instagram profiles of fashion influencers, we determined the way of self-presentation and construction of visual identity. Through visual rhetoric, we searched for meanings created by images. At the same time, we determined how the nature of the content of posts, which we categorized as portraits (selfies), fashion and branding, food, events, travel, family and friends and others, has changed compared to the period of five years ago. We were interested in how fashion influencers maintain their visual identity and reproduce the role of fashion influencers within the profitable industry of influencer marketing under the tutelage of the fashion industry. We found that fashion influencers build their visual identity through self-presentation and thus appeal to different audiences. At the same time, we noted that the content of posts by fashion influencers changed over time, which led to the acquisition of a wider circle of followers and, thus, more successful marketing of the brand.

V diplomskem delu smo oblikovali novo vizualno identiteto festivala Gora Rocka za leto 2023. Vse informacije, ki jih želimo predati opazovalcu, lahko oblikujemo s pomočjo različnih grafičnih elementov, s katerimi omogočamo vizualno privlačnejša sporočila. Kampanjo smo adaptirali na različne medije, ki so ključni del uspešne promocije festivala, saj skozi to lahko dosežemo in informiramo ciljno občinstvo. Namen diplomskega dela je bil oblikovanje nove vizualne identitete festivala Gora Rocka, zato smo želeli ustvariti kampanjo, ki bi se razlikovala od preteklih let in hkrati obdržati vse temeljne značilnosti organizacije. V teoretičnem delu je s pomočjo različnih literaturnih virov opredeljen pomen vizualnega načina komuniciranja podjetja s širšim občinstvom ter njihovo oglaševanje po različnih medijih. Izpostavili smo pomembne elemente, ki so ključnega pomena pri oblikovanju novih podob in težave, ki nastanejo, če jih ne uporabljamo skladno z vizualnimi načeli. Opisali smo tudi najpogosteje uporabljene medije, ki jih festival uporablja za oglaševanje. V eksperimentalnem delu je predstavljen zgodovinski pregled nastanka festivala, pri katerem smo razčlenili celostno grafično podobo organizacije. V nadaljevanju smo z namenom, da pridobimo smernice za oblikovanje nove vizualne identitete, analizirali pretekle kampanje, ki jih je festival uporabljal za svojo promocijo. V zadnjem sklopu poglavja smo predstavili proces oblikovanja in uporabljene elemente, s katerimi se bo festival ponašal. Rezultate analize dosedanjih vizualnih podob festivala smo za ustrezno primerjavo kampanj med seboj razčlenili na več lastnosti, in sicer na kompozicijo, barvno paleto, tipografijo, umeščenost logotipa, ozadje ter barvo glavnega besedila. Pri oblikovanju smo poleg rezultatov analize preteklih let upoštevali tudi rezultate, ki smo jih pridobili z anketo. Ti so nam bili v pomoč pri spreminjanju vizualne identitete. In our thesis, we have designed a new visual identity for festival Gora Rocka in 2023. All the information we want to convey to the observer can be designed using different graphic elements to make the messages more visually appealing. We have adapted the campaign to different media, which is a key part of the successful promotion of the festival, as it is through this that we can reach and inform the target audience. The aim of the thesis was to create a new visual identity for festival Gora Rocka. Therefore, we wanted to create a campaign that would be different from the previous years, but at the same time we wanted to keep all the core features of the organisation. The theoretical part of the project defines, with the help of various literature sources, the importance of the visual way in which companies communicate with a wider audience and how they advertise through different media. We have highlighted the important elements that are crucial in the creation of new images and the problems that arise if these are not used in accordance with visual principles. We also described the most commonly used media used by the Festival for advertising. In the experimental part, a historical overview of the creation of the festival is presented, in which we have analysed the overall graphic image of the organisation. We then analysed the past campaigns used by the festival to promote itself, with the aim of obtaining guidelines for the design of a new visual identity. In the last part of the chapter, we presented the design process and the elements used to make the festival proud. The analysis results of the festival's visual image so far have been broken down into multiple features, namely composition, colour palette, typography, the position of the logotype, background and the colour of the main text for adequate comparison. Alongside the results of the past analyses, the results gained by the survey were also considered in the design process. These were helpful in changing the visual identity.

Diplomsko delo pokriva trenutno eno najpopularnejših oblik oglaševanja – oglaševanje s spletnimi vplivneži oziroma t. i. vplivnostni marketing. Stanje vplivnostnega marketinga sem preučeval skozi zaupanje sledilcev v vplivneže, torej kako transparentno oglaševanje z vplivneži vpliva na potrošnikovo zaupanje. To sem preveril skozi teoretični del in empirični del, kjer sem izvedel spletno anketo. Rezultati analize so pokazali, da se sledilci ne ozirajo na to, koliko ima nek vplivnež sledilcev, ampak posvečajo pozornost temu, kakšna je sama vsebina, ki jo deli na družbenih omrežjih. Le-ta se mora ujemati z njihovimi cilji in vrednotami. Poleg tega pa ljudje prepoznajo razliko med objavami, če je prisoten napis, da gre za plačano objavo ali ne. Kljub temu objavam zaupajo v enaki meri, saj prepoznajo oglase tudi samo iz opisov neke objave. Hkrati pa so izrazili tudi, da jim je pomembna prisotnost napisa (v obliki »paid partnership«, »oglas« ali podobno) pri objavi, ki je plačana s strani nekega podjetja. The thesis currently covers one of the most popular forms of advertising, online advertising with influencers or so-called influence marketing. I studied the state of influencer marketing through the trust of followers in the influencer, therefore how transparent advertising with influencers affects consumer confidence. I checked this through the theoretical part and the empirical part where I conducted the online survey. With the results of the analysis, I found that followers do not look at how many followers the influencer has, but pay attention to what content he creates. This must match their goals and values. In addition, people recognize the difference between posts if there is an inscription that it is a paid post or not. Nevertheless, they trust posts to the same extent, as they recognize ads only from the descriptions of a post. At the same time, they expressed the importance of the presence of the inscription (in the form of »paid partnership«, »advertisement« or similar) in the social media post which is paid by a company.

Glasba se v komercialne namene uporablja že približno stoletje. Od samega začetka uporabe zvoka pri komuniciranju z deležniki podjetja iščejo vedno bolj kreativne načine uporabe zvočnih elementov. Znanstvena obravnava tega aspekta marketinških dejavnosti pa je še relativno mlada – približno 25 let. Zaradi nenehnega pojava novih metod merjenja človekovega odziva na dražljaje, je področje zvočnega znamčenja še precej neraziskano. V četrt stoletja raziskovalci niso bili uspešni niti pri poenotenju terminologije na področju zvočnega znamčenja, kaj šele pri razumevanju vpliva zvočnega znamčenja na grajenje podobe znamk, nakupne namere, dolgoročni odnos z znamko itd. Že proces samega znamčenja je dolgoročni proces, ki traja leta in desetletja, zato verjamemo, da bodo celostni učinki zvoka v znamčenju znani komaj tedaj, ko bomo vplive le-teh spremljali skozi celotno življenjsko obdobje znamke. Za celostno razumevanje vplivov vseh marketinških dejavnosti je potrebno vključiti raziskovanje iz mnogih različnih zornih kotov, zato smo tudi v naši nalogi uporabili več metod. Vključili smo zvočno analizo oglasov (s katero se ugotavljajo trendi in obstoječi standardi pri oblikovanju zvočnega znamčenja), anketni vprašalnik (s katerim merimo zavedni del potrošnikovega odnosa do oglaševanih znamk) in EEG (s katerim razkrijemo nezavedni del potrošnikovega doživljanja raznih avdiovizualnih dražljajev). Analiza petih verzij istega oglasa, pri katerem je bila spremenjena le zvočna podlaga, je pokazala šibko ujemanje med rezultati zavednega in nezavednega metodološkega pristopa. Music has been used for commercial use for approximately a century. Since the beginning of the use of sound for communicating with stakeholders, companies are seeking new (more) creative ways for using different elements of sound. However, the scientific evaluation of this part of marketing is fairly young, being significantly researched for only about 25 years. Since new methods of research are rapidly emerging, this field is relatively unexplored. Researchers have been struggling even with unifying the terminology, let alone understanding sonic branding in relation to building brand image, buying intentions, long term relationship with brands, etc. The process of branding alone is a long-term process, taking years and decades. This is why I believe we will be able to fully comprehend the effects of sonic branding only when we evaluate it through the whole life cycle of a brand. If we wish to understand the effects of any marketing activity, we need to evaluate it from many different perspectives. Therefore, we decided to use three different research methods: sonic analysis of commercials (which has shown us trends and standards in creating advertising music), survey (to understand the conscious attitude towards a brand) and EEG (to understand the subconscious level of experiencing various audio-visual stimuli). The analysis of five versions of a commercial, each having a different background song, showed us a weak correlation between the conscious and subconscious methodological approach.

Namen diplomske naloge z naslovom Zgodba v komercialni fotografiji je ustvariti serijo komercialnih fotografij, ki na pripoveden način sporočajo vizijo in poslanstvo izbrane blagovne znamke. Osredotočili smo se na kolesarsko industrijo in se v ta namen povezali z realnim naročnikom na slovenskem trgu. Izbrali smo podjetje Berk Composites, ki izdeluje ultralahke kolesarske komponente, znani pa so predvsem po svojih kolesarskih sedežih izdelanih iz karbonskih vlaken. Najprej smo spoznali različna področja, ki jih komercialna fotografija pokriva, ter zakaj nekatere blagovne znamke v oglaševanju uporabljajo zgodbe, kar smo tudi podkrepili s primerom dobre prakse po vzoru podjetja Rapha. Ker je fotografija tesno povezana s svetlobo, smo prav tako obravnavali osvetlitev, osnovne lastnosti svetlobe in svetlobne vire, ki se uporabljajo v industriji. Skupaj z izbranim podjetjem smo nato pripravili plan dela in začrtali smernice za ustvarjanje fotografske zgodbe. Serija fotografij ni produktno usmerjena, ampak je produkt vključen zgolj kot vezni element, ki predstavlja rdečo nit in pripoveduje zgodbo. Med fotografiranjem smo se osredotočili izključno na kolesarske sedeže, razdelili pa smo ga na dva dela v prvem smo prikazali izdelavo sedeža, v drugem pa uporabo produkta med kolesarjenjem. Pri delu smo uporabljali vso potrebno fotografsko opremo, bliskavice, svetlobne modifikatorje ter tako znanje iz teoretičnega dela uporabili tudi v praktičnem delu. Izdelali smo analizo celotnega procesa obdelave fotografij, ki zajema vse korake v postprodukciji. Končni rezultat diplomskega dela je serija izbranih šestnajstih fotografij, ki jih naročnik lahko uporabi za lastne promocijske namene. The purpose of the diploma thesis entitled Storytelling in commercial photography is to create a series of commercial photographs that represents the vision and mission of the chosen brand in a narrative way. We have focused on the cycling industry and connected with a real client on the Slovene market. We chose the company Berk Composites, which manufactures ultra-light cycling components and is best known for its carbon fiber cycling saddles. We first learned about the different fields covered by commercial photography and the reason why some brands use stories in their advertising, which we also supported with an example of good practice from the brand Rapha. Photography is closely connected with light, therefore we also described lighting, the basic characteristics of lighting and light sources that are used in today's industry. Together with the chosen company, we prepared the work plan and outlined guidelines for creating a photographic story. The series of photographs is not product-oriented, the product only serves as a connecting element and represents the main object which tells the story. During the photo shoot, we focused exclusively on cycling seats. We've divided the executive part into two parts: in the first one we showed the production of the saddle and in the second we showed the use of the product during cycling activity. We have used all the necessary photographic equipment, flashes, light modifiers and the knowledge gained from the theoretical part in the practical part. We have also created a detailed description of the entire photo editing process, covering all the steps in the post-production. The final result of the diploma thesis is a series of sixteen chosen photographs, which our client can use for their own promotional purposes.

Oglaševanje kot gospodarska panoga v zadnjih letih doživlja rast, kljub negotovim časom pandemije, vložki oglaševanja pa se močno razlikujejo med različnimi oblikami medijev. Internetni mediji so v zadnjem času po številu investicij močno v porastu pred televizijo in ostalimi tradicionalnimi mediji. V tujini je bilo opravljeno sicer manjše število študij o tem, ali potrošniki, ki so hkrati lahko videni tudi kot uporabniki medijev, dejansko zaupajo oglaševalskih sporočilom. Zaupanje je že tako kompleksen družbeni pojav, zaupanje v oglaševanje pa predstavlja večdimenzionalni konstrukt z ločenimi komponentami zanesljivosti na pridobljene informacije preko oglaševalskih sporočil, ocenjene uporabnosti teh informacij in pripravljenost na zanašanje za odločitev za dejanje na podlagi teh informacij. Tuja raziskava, ki je razvila tudi vprašalnik AD TRUST, je ugotovila, da se zaupanje potrošnikov razlikuje glede na vrsto medija oglaševanja, na stopnjo zaupanja pa vplivajo tudi različni socio- demografski dejavniki. Ta naloga predstavlja prvo prilagoditev vprašalnika AD TRUST za slovenski trg, s katerim smo tudi opravili analizo med slovenskimi potrošniki na primeru štirih skupin medijev oglaševanja ter rezultate primerjali z raziskavo v tujini in v luči kontekstov vložkov v oglaševanje in uporabo medijev na slovenskem trgu. Advertising as an industry is growing year by year and inputs vary widely between different forms of media. The Internet has been on the rise recently in front of the television and other traditional media formats. Abroad, a small number of studies have been conducted on whether consumers trust advertising messages. Trust is already such a complex social construct, and trust in advertising especially is a multidimensional construct with separate components of reliability in the information obtained through advertising messages, the estimated usefulness of this information, and the willingness to rely on it. A survey developed abroad and the AD TRUST questionnaire found out that consumer trust in advertising differs from one medium to another, and the level of trust is also influenced by different socio-demographic factors. This paper represents the first adaptation of the AD TRUST questionnaire for the Slovenian market, with which we also performed an analysis among Slovenian consumers in the case of four media groups and compared the results with research abroad and contexts of investments in advertising and media use on the Slovenian market.

Kontinuiran razvoj spleta in porast uporabe le-tega sta marsikatero podjetje obvezala k razvoju lastne spletne aplikacije ali delnega prenosa posla na splet, v želji, da podjetje ostane relevantno in v koraku s časom. Zaradi neomejenega dostopa do interneta kadarkoli v dnevu se vse več ljudi odloča za spletno nakupovanje v udobju svojega doma, brez čakalnih vrst in z enostavnim pregledom izdelkov in nakupov. V zadnjem desetletju se je tako marsikatero podjetje odločilo zgolj za spletno poslovanje in nastale so mnoge spletne trgovine, ki ponujajo nakup skoraj vsega, kar si lahko zamislimo: tehnoloških pripomočkov, vstopnic in kuponov ter seveda obutve in oblačil. Slednje obravnava diplomsko delo, ki se osredotoči na celoten razvoj spletne trgovine z oblačili za ženske od ideje do nakupa domene, dela v odprtokodnem sistemu CMS Magento in oblikovanja celostnega videza spletne trgovine. Vsak posamezen korak pri razvoju spletne trgovine je izjemno pomemben za kasnejše pozitivne rezultate in uspeh na spletnem trgu. Študija primera se tudi poglobi v potrošnika in njegovo izkušnjo pri nakupovanju, saj je le-ta izjemno pomembna pri načrtovanju in izdelavi uspešne spletne trgovine ter zagotavlja korak pred konkurenco. The continuous development of the web and the increase in the use of the Internet have plagued many companies to develop their own web application or partially transfer the business to the web, in the desire to keep the company relevant and in step with time. Due to unlimited access to the Internet at any time of the day, more and more people are choosing to shop in the comfort of their home, without waiting queues, and easily reviewing products and purchasing. In the last decade, many companies have decided to open only e-commerce websites, and so many online shops have been created, that offer the purchase of almost everything that can be imagined: technological tools, tickets and coupons, and of course footwear and clothing. The latter is dealt with in thesis, which focuses on the entire development of the online clothing store for women from the idea to the purchase of a domain, working in the Magento open source CMS system and the design of the overall look of the online shop. Every single step in the development of an online shop is extremely important for later positive results and success on the online market. The case study also deepens into the consumer and his shopping experience, as this is extremely important in planning and creating a successful e-commerce website and provides a step ahead of the competition.

Slovenski javni prostor je zaznamovan s čezmernim in neurejenim oglaševanjem in zato tudi slabšanjem prometne varnosti ob cestah zaradi postavljenih oglaševalskih objektov. V magistrskem delu so predstavljeni izsledki analiz za potrebne zakonske izboljšave, s katerimi bi lahko pripomogli k boljši ureditvi s poudarkom na boljši prometni varnosti, izboljšavi nadzora in zmanjšanju razlik med predpisi in prakso. Izsledki opravljene analize dokazujejo, da zakonski okvir na področju oglaševanja bolj dopušča večanje neskladnosti med predpisi in delovanji organov kot pa njihovo odpravljanje. Prevladujejo občinski interesi po višjih prihodkih, ki jih oglaševalska podjetja plačajo za oglaševalna mesta, zato so tam oglasi tudi veliko bolj invazivni. Javni prostor se tako ne upravlja zgolj v javnem interesu. Obseg oglaševanja se je zaradi meril, ki to dopuščajo, preveč razširil in v celotnem javnem prostoru je prevladala zasebna oziroma finančna korist. Posledica tega so naraščanje konfliktov v prostoru, prekomerno svetlobno onesnaževanje, hkrati pa tudi oglaševanje izgublja svoj učinek prav zaradi prenasičenosti prostora. V magistrskem delu se je preučilo in primerjalo dejstva, predpise in postopke obravnavanega področja med Slovenijo in sosednjo državo Avstrijo, ki sta obe članici EU, z namenom odkrivanja njihovih podobnosti in razlik. V delu so predstavljene tudi prakse in težave organov, ki jih imajo zaradi neurejenih in nejasnih predpisov pri izvajanju postopkov, z namenom, da bi država uredila in spremenila področno zakonodajo. Rezultati analize so potrdili hipotezo, da je veljavna zakonodaja v Sloveniji urejena področno in nivojsko parcialno, kar povzroča velike težave v cestni varnosti. The Slovenian public space is facing excessive and unregulated advertising and, consequently, the deterioration of road safety due to the erection of advertising facilities. The master's thesis presents the results of analyzes for the necessary normative improvements that could contribute to better regulation with an emphasis on better traffic safety, improved control and reduction of differences between regulations and practice. The results of the performed analysis prove that the normative framework in the field of advertising allows for an increase in inconsistencies between regulations and the actions of bodies rather than resolving them. Municipal interests prevail over the higher revenues that advertising companies pay for advertising space, so ads there are also significantly more invasive. Public space is thus not managed solely in the public interest. Due to the norms that allow this, the scope of advertising has expanded too much and private or financial benefit has prevailed in the entire public space. As a result, there is an increase in conflicts in space, excessive light pollution, and at the same time advertising itself loses its effect precisely because of its oversaturation in space. The master's thesis examines and compares the facts, regulations and procedures of the field between Slovenia and the neighboring country of Austria, which are both members of the EU, in order to discover their similarities and differences. The paper also presents the practices and problems of the authorities that they have due to unregulated and unclear regulations in the implementation of procedures in order to be able to regulate and change sectoral legislation on the part of the state. The results of the analysis confirmed the hypothesis that the current legislation in Slovenia is regulated in terms of areas and levels, which causes major problems in the field of road safety.

Sreča je čustvo, cilj oziroma sredstvo, ki mu poskušamo slediti, tako na individualni kot na makro ravni. Sreča je eden izmed najbolj izmuzljivih konceptov, kadar jo želimo opredeliti, zato ni oprijemljivosti in zanesljivosti v iskanju znanstvene opredelitve. Vsakemu predstavlja nekaj svojega, zato fenomen sreče raziskujejo vse družbene vede - vsaka v okviru svojega konteksta. Raziskovanje sreče se v ekonomiji pomembno začne s kontradiktorno tezo Richarda Easterlina (1973), ki ugotovi, da dolgoročno denar ne prinaša sreče, tj. višja stopnja BDP po nekem obdobju ni več povezana z višjo stopnjo subjektivnega blagostanja oziroma sreče, kar je danes znano kot Easterlinov paradoks. Magistrska raziskava v prvem delu tako poskuša potrditi oziroma ovreči Easterlinov paradoks tudi za Slovenijo. Teoretični del se osredotoča na podrobno razlago fenomena sreče skozi različne družbene vede, oriše problematiko raziskovanja sreče ter obravnava determinante in kazalnike sreče. Za lažje razumevanje empirične raziskave v teoretičnem delu sledi tudi analiza oglaševanja. Empirični del se osredotoča na iskanje (statistično pomembne) korelacije med srečo in oglaševanjem oziroma poskuša ugotoviti koliko je oglaševanje dejavnik sreče za pet izbranih držav Evropske unije. Analiza je pokazala, da lahko tudi za Slovenijo trdimo, da po nekem obdobju med srečo in BDP ni več vzročno-posledičnega razmerja, kar potrjuje Easterlinov paradoks. Ugotavljamo tudi, da med oglaševanjem in srečo obstaja statistično pomembna korelacija. Happiness is an emotion, a goal and an asset we try to pursue both on individual and macro level. Happiness is one of the most elusive concepts to define. Therefore, there is no tangibility and reliability in finding a proper scientific definition. As it represents something different to everyone, the phenomen of happiness is explored by all social sciences – each within their context. Researching the happiness in the Economy started with the contradictory thesis of Richard Easterlin (2003), i.e. that money on the long-term does not have an influence on the happiness, which means that GDP is not related with a higher level of subjective well-being or happiness after a certain period. It is known as Easterlin paradox. In the first part, the Master thesis focuses on proving the (non)existence of Easterlin paradox in Slovenia. The theoretic part is focused on the detailed explanation of happiness through the knowledge of various social sciences, outlines the problems of researching the happiness and discusses the determinants and indicators of happiness. To facilitate the understanding of empirical research, the theoretical part also covers an analysis of advertising. The empirical part focuses on finding a (statistically significant) correlation between happiness and advertising and tries to determine if and in which amount advertising is a factor of happiness for the five selected countries of the European Union. The analysis of the Easterlin paradox for Slovenia proved the validity of it, meaning that after a certain period there is no cause-effect relationship between happiness and GDP. In the empirical part, we have also come to the clear conclusions that there is a statistically significant correlation between advertising and happiness.

Diplomska naloga se ukvarja s procesom načrtovanja in razvoja ospredja, torej uporabniškega vmesnika in uporabniške izkušnje spletne aplikacije, ki olajšuje oglaševanje na Facebook oglaševalski platformi, ki med drugim velja za eno izmed večjih. Uporabniški vmesnik je v večini razvit v ReactJS, za pridobivanje podatkov iz zaledja pa uporablja GraphQL. Aplikacija avtomatizira pridobivanje novih uporabnikov in podpise njihovih pogodb v različnih jezikih in državah, ponuja tudi možnost plačevanja za oglaševalske storitve. Upravljalcem aplikacije pa ponuja enostaven in hiter pregled nad uporabniki, njihovimi pogodbami, statistiko njihovih oglaševalskih računov, generiranje statističnih poročil za potrebe financ, upravljanje oglaševalskih entitet in določanje omejitev porabe denarja teh entitet. This BSc thesis presents the process of planning and developing of a web application, used to support advertisers that use Facebook advertising platform, which is one of the biggest such platforms, with the main focus on the frontend of the application, it's user interface and user experience. The application's frontend is mostly written in ReactJS, and it uses GraphQL to query backend. The application automizes the onboarding process of new clients and lets them digitally sign the contract, that can be in multiple languages, that is needed to start advertising through the application. The clients can also add money for their advertising needs through the application. The application also has a separate segment for administrators, where they can quickly look over the clients, their contracts, statistics of their advertising accounts, generate statistic reports for the needs of finance, managing entities used for advertising and setting spend limits for those entities.

Da bi razumeli pomen oglasa, moramo razumeti, kako oglasi delujejo. Vizualna komunikacija igra ključno vlogo pri modnem oglaševanju in oglaševanju dišav, saj spodbuja našo domišljijo in pomaga pri ustvarjanju želje po oglaševanem izdelku. Vendar pa sporočila v oglasih niso vedno transparentna. Subliminalnost v oglaševanju je iskra, ki prižge številna vprašanja, ki so prisotna v družbi in se obvladujejo s pomočjo medijev. Eno izmed vprašanj, na katero se bom osredotočila v diplomski nalogi, je napačno prikazovanje žensk v medijih. Modne in dišavne blagovne znamke uporabljajo žensko telo za povečanje prodaje z ustvarjanjem vizualnih pripovedi, ki izpolnjujejo moške voajeristične potrebe. Moja diplomska naloga, ki raziskuje učinke in izzive prepričljivega oglaševanja dišav in predstavitev žensk v oglaševanju, temelji na dišavnih oglasih francoskega oblikovalca Jeana Paula Gaultiera za njegovi »Le Male« in »So scandal!« dišavi. Metodologije ki sem jih uporabljala za analizo oglasa, vključujejo analizo vizualne komunikacije in semiotično analizo, s pomočjo katerih sem ugotovila, kako industrija dišav ustvarja željo in kako ženske v vizualnih pripovedih »pomagajo« pri ustvarjanju želje. To understand the meaning of an advertisement, we have to understand how advertisements work. Visual communication plays a crucial part in fashion and fragrance advertising, as it sparks up our imagination and helps in the process of creating a desire for the product. However, messages in advertisements are not always transparent. Subliminality in advertising is the spark that ignites many issues that are present in society and are being kept alive with the help of the media. One of the issues that I will focus on in my diploma work is the wrong portrayal of women in the media. Fashion and fragrance brands use the female body to increase sales, by creating visual narratives that fulfill the male voyeuristic needs. My diploma work, which explores the effects and challenges of fragrance advertising and the representations of women in advertising, is based on French designer Jean Paul Gaultier's perfume ads for his 'Le Male', and 'So Scandal!' fragrance. My methodologies include a visual communication analysis and a semiotic analysis, which helped me to get the answer on how the fragrance industry creates desire and how women in visual narratives 'help' to create that creation of desire.

V diplomskem delu smo opisali in prikazali proces izdelave trženjske kampanje ter predstavili elemente, ki služijo pri oglaševanju novega izdelka na trgu. Nasičenost oglaševanja je v današnji dobi visokega potrošništva in prostega trga zelo velika, saj smo z oglasi obdani na vsakem koraku. Na podlagi uspešne kampanje si potrošnik ustvari mnenje in potencialno opravi nakup izdelka ter se odloči zaupati neki znamki. S tem v mislih je bila ustvarjena trženjska kampanja »TAME THE ROAD« za naročnika podjetja Salming, ki se ukvarja s športno opremo, in sicer se specializira za tekaške copate. V praktičnem delu diplomskega dela smo opisali proces izdelave celotne kampanje, od ustvarjanja osnutkov in kreativnih rešitev do izdelave oglasov in oglasnega videoposnetka, t. i. dražilnih oglasov (ang. Teaser) in t. i. pristajalne strani. Postopek izdelave se začne s poznavanjem filozofije podjetja in dotičnega izdelka, nadaljuje se z izborom osnutka ter s predstavitvijo delovnega procesa in procesa odločanja o najprimernejši rešitvi na podlagi teoretične analize. Celoten osnutek smo ustvarili ali izdelali s pomočjo programske opreme Adobe Photoshop, Adobe XD, Adobe After Effects in Adobe Premiere CC 2020. Analizo uspešnosti trženjske kampanje smo izvedli s pomočjo orodja Facebook Ad Manager. Ugotovili smo, da so za t. i. kampanje ozaveščanja primernejše kreativne rešitve z izdelkom v uporabi na fotografijah atletov, saj potrošniku predstavljajo družbeni dokaz o verodostojnosti podjetja in tudi oglaševanega izdelka. The diploma thesis describes and shows the process of creating an advertising campaign and the elements that serve to promote a new product on the market. The saturation of advertising is very high today, as we are surrounded by ads in our daily lives because we are in an age of high consumerism and a free market. Based on a successful campaign, the consumer forms an opinion and potentially makes a purchase of the product and decides to trust a certain brand. With this in mind, the TAME THE ROAD campaign was created for the client Salming, which is a brand for sports equipment and specializes in running shoes. The practical part of the diploma work describes the process of creating the entire campaign, from conceptualizing creatives, making ads, making a promotional video, "teaser" ads and landing page. The creative process begins with the company's philosophy as of the product itself and continues with the selection of the concept, and then presents the work process and the decision-making process for the most appropriate choice based on theoretical analysis. The entire concept was created using Adobe Photoshop, Adobe XD, Adobe After Effects and Adobe Premiere CC 2020 software. Campaign performance analysis was done using the Facebook Ad Manager tool. Creative solutions with a product in use in athletes' photos have been found to be more appropriate for awareness campaigns, as it provides the consumer with social proof of the company's credibility and also of the product itself.

Diplomska naloga govori o tehničnih elementih fotografije, oglaševanju in vlogi fotografije v oglaševanju. Za umestitev fotografije v oglaševanje je treba razumeti oba pojma. V teoretičnem delu bodo najprej predstavljene tehnične kvalitete dobre fotografije. V nadaljevanju se diplomsko delo nadaljuje z umestitvijo fotografije v oglase. Predstavi se pomen fotografije kot orodje vizualnega oglaševanja, semiotiko ter pomen fotografije v oglasih. Namen diplomske naloge je bil pripraviti oglasno fotografijo za kampanjo, ki je s pomočjo analize fotografij mojstrov oglasne fotografije izboljšana od standardnih oglasnih fotografij. V eksperimentalnem delu se podrobno analizira dela naslednjih fotografov: Helmut Newton, Irving Penn in Oliviero Toscani. Vsak izmed njih je zaznamoval fotografijo kot jo poznamo danes. Toscani z radikalnimi idejami in pripovedništvom, Newton s posebnim slogom črno belih fotografij in Penn kot mojster minimalizma. Analiza je tako nudila dodatne oporne točne za fotografiranje oglasnih fotografij, pri kateremu je bil uporabljen Nikon D750 in objektiv Distagon 50 mm. Posnete fotografije so bile obdelane s pomočjo Adobe programov in na koncu tudi analizirane. Pri izdelavi končnega dela namen ni bil kopirati njihovega dela, temveč s pomočjo analize narediti dobro fotografijo za oglasne kampanje. The thesis is about photography, advertising and the role of photography in advertising. To have both of them together, you need to understand both concepts. In theoretical part, the evolution of photography over time is first presented. From its beginnings, when it was more science than art and all the way to the evolution of photography we know today. The technical qualities of good photograph are also presented with references to the importance of technical qualities in campaign advertising. The thesis continues with placement conecting photography with advertising. It describes importance of photography as as a tool of visual advertising, semiotics and adverts. The purpose of the diploma thesis was to perpare an advertising photograph for a campaign that was made better than standard advertising photos by analyzing the photos of the masters of advertising photography. The practical work analyzes in detail the work of the following photographers: Helmut Newton, Irving Penn and Oliviero Toscani. Each of them impacted the photogprahy we all know today. Toscani with radical ideas and superb storytelling, Newton with his special style ov black and white photography and Penn as a master of minimalism. The annalysis thus provided additional supporting poitns for photographing advertising photographs, using Nikon D750 and a Distagon 50mm lens. The captured photos were processed using Adobe programs and in the end also analzed. In the making of the final work, the intention was not to copy their work, but to make a good photograph for advertising campaigns with the help of analysis.

Učinkovita komunikacija knjižnici omogoči, da se poveže s svojimi ciljnimi skupinami in jim sporoči, kaj vse jim lahko ponudi. Eden od načinov za povezovanje s (potencialnimi) uporabniki je uporaba družbenih omrežij kot je Facebook. Ta poleg brezplačnega objavljanja vsebin omogoča tudi plačljivo oglaševanje, ki temelji na nagovarjanju določenih ciljnih skupin glede na demografske in druge značilnosti. Namen magistrskega dela je bil ugotoviti, ali slovenske splošne knjižnice že oglašujejo na Facebooku in kako se takšno oglaševanje obnese na konkretnem primeru. Z anketo smo preverili izkušnje in mnenje zaposlenih v slovenskih splošnih knjižnicah ter ugotovili, da ga v večini knjižnic še niso uporabljali. V tistih, kjer so ga, imajo z njim večinoma pozitivne izkušnje, menijo, da gre za dober način promocije in nameravajo z njim nadaljevati tudi v prihodnje. Z eksperimentalno raziskavo smo raziskali potencial oglaševanja na primeru Kanopy, spletne platforme za pretočen ogled video vsebin, ki je brezplačna za člane Mestne knjižnice Ljubljana. Rezultati nakazujejo, da je imelo oglaševanje pozitiven vpliv na število novih registracij na platformi. Zanimanje za oglas smo merili s kliki na povezavo, ki jih je bilo največ med Ljubljančani od 35. do 44. leta starosti. Through effective communication, libraries can connect with their target audiences and inform them about what they offer. One way of connecting with (potential) patrons is to use social networks like Facebook. Besides publishing content free of charge, this platform offers the use of paid ads that can reach specific target groups based on their demographic and other characteristics. The aim of this Master thesis was to determine whether Slovene public libraries already advertise on Facebook and to test the impact of this type of advertising. By conducting a survey, we investigated the experiences and opinions of employees working in Slovene public libraries and found that most libraries have so far not used this type of advertising. Libraries that have advertised through Facebook, have had mostly positive experiences with it and consider it a good way of advertising, which they plan to continue using in the future. In an experimental study, we examined the advertising potential of Kanopy, an online streaming video platform that is free for members of Ljubljana City Library. The results suggest that advertising had a positive impact on the number of new registrations on the platform. The greatest interest in the ad that was determined through clicks on the link was detected among Ljubljana residents aged 35 to 44.

Magistrsko delo se nanaša na oglaševalsko kampanjo Jes! Alles Veggie! s hashtagom #achtemaldrauf. V magistrskem delu so v okviru multimodalne analize proučeni in analizirani trije televizijski spoti, pet oglaševalskih plakatov in dve oglaševani embalaži izdelkov (Grün-Ohr Hase in Wunderland Rainbow-Edition). Cilj magistrske naloge je ugotoviti, s kakšnimi jezikovnimi in nejezikovnimi sredstvi podjetje Katjes nagovarja etične vidike v povezavi z oglaševanjem svojih vegetarijanskih sadnih žele bonbonov. Analizirane bodo tudi slike in odnos med jezikovnimi in nejezikovnimi elementi. S pomočjo analize zunajjezikovnih elementov (predznanje o podjetju, kulturno ozadje, aktualne okoliščine in čas objave) in analize komentarjev na Facebooku pod oglasi bomo ovrednotili primernost nagovarjanja etičnih vidikov v povezavi z oglaševanjem izdelkov. This master’s thesis discusses the advertising campaign Jes! Alles Veggie! with the hashtag #achtemaldrauf. We analysed three television advertisements, five advertising posters and two product packages (Grün-Ohr Hase and Wunderland Rainbow-Edition) using multimodal analysis. The goal of the master’s thesis is to find out which verbal and nonverbal elements the company Katjes uses to address ethical aspects when advertising their vegetarian fruit jelly candies. The analysis also focuses on the nonverbal elements as well as the relations between verbal and nonverbal elements. Finally, we will assess the adequacy of addressing ethical aspects in relation to the advertised product, taking into account extralinguistic elements (pre-knowledge of the company, cultural background, current circumstances and the time of publications) and the analysis of Facebook comments under the advertisements.

Na slovenskem oglaševalskem trgu lahko pogosto zasledimo oglase pivovarn, ki se poslužujejo oglaševanja, povezanega s športom in športniki. Pivo je alkoholna pijača z manj odstotki alkohola in spada v nekakšno sivo cono, ko govorimo o oglaševanju, kar pivovarjem kljub omejitvam še vedno omogoča prisotnost na oglaševalskem trgu. Oglaševalci se zato poslužujejo različnih tehnik in načinov promocije alkoholnih pijač, pri čemer svoje produkte povezujejo z različnimi praksami. V nalogi sem se osredotočila na povezavo piva in športa v oglasih na slovenskem oglaševalskem prostoru. Zanimalo me je predvsem, kakšnih tehnik in metafor se oglaševalci poslužujejo ter kakšno simbolno mesto zavzema šport v oglaševanju piva. Z multimodalno različico semiotske analize oglasov sem prišla do ugotovitve, da sta v kontekstu športa uporabljeni predvsem dve glavni povezavi, in sicer pivo in nacionalna identiteta ter pivo in moč. Simbolno mesto piva in športa se torej relacijsko vzpostavlja skozi omenjeni metafori, ki sta glede na sodobno potrošno družbo zelo aktualni. In Slovenian advertising market, we can often find ads of breweries that use advertising related to sports and athletes. Beer is an alcoholic beverage with a lower percentage of alcohol and it falls into some sort of gray zone in the context of advertising, which, despite its limitations, still allows brewers to present themselves in the advertising market. Therefore advertisers use a variety of techniques and ways to promote alcoholic beverages while connecting them with different practices. In my thesis, I focused on the connection between beer and sports in advertisements in the Slovenian advertising space. I was mainly interested in what techniques and metaphors advertisers use and what symbolic place sport occupies in beer advertising in the Slovenian advertising space. With a multimodal version of semiotic analysis of advertisements I came to conclusion that in the context of sport, two main connections are used – the connection between sport and national identity and sport in connection with strenght. The symbolic place of beer and sport is relationally established through the aforementioned methapors, which are very topical in relation to modern consumer society

Simbole tradicionalnosti kulture lahko prepoznamo v gastronomiji družbe. Kava je eden izmed najbolj razširjenih in prepoznanih delov gastronomije, vendar pa se v različnih družbah razlikujejo načini priprave in konzumacije. Kulturo pitja kave je možno zaznati tudi v oglasih, ki vizualno reprezentirajo ponotranjene simbole določene potrošniške družbe in s tem približajo svoj produkt ciljni skupini. V Sloveniji je možno zaznati dva oglasa, ki izražata tradicionalnost slovenske kavne kulture, izobraževalne politike in pitja kave, in sicer preko navezave na dve temeljni slovenski deli. Prvo je delo Ivana Cankarja – črtica Skodelica kave in drugo Ivane Kobilce – slika Kofetarica. V diplomski nalogi sem analizirala oglasa preko multimodalne semiotične analize, kjer izpostavljam vizualne reprezentacije kave in njene elemente. Eno izmed najbolj učinkovitih sredstev za doseganje ciljev je namreč posredovanje vizualnih elementov in sporočil publiki, ki jih prepozna kot kulturno umeščene in za njih relevantne. V zaključni nalogi torej raziskujem kako dva slovenska oglasa, ki vsebujeta v središču oglasa dve temeljni deli slovenskih umetnikov, vplivata na kolektivno zavest in samoreprezentacijo kave v Sloveniji. The symbols of traditionality in culture can be recognized in the gastronomy of our society. Coffee is one of the most recognizable parts of gastronomy but there are differences in the preparation and consumption of coffee. The coffee drinking culture can also be seen in advertisements that represent symbols of a certain consumer society that make the advertised product more relevant for the consumer. We can find two advertisements in Slovenia where a tradition of Slovenian coffee culture, involvement in the educational system and coffee consumption can be seen, through the implementation of two works of art. The first belongs to Ivan Cankar - short story Skodelica kave and the second one to Ivana Kobilca - painting of Kofetarica. I have analysed the two advertisements with a multimodal semiotic approach, where I define and expose visual representations of coffee and its elements. One of the most effective ways to reach the audience is to mediate visual elements in messages that are culturally recognisable and relevant. In this final research paper I have researched how the two video Slovenian advertisements, with the implementation of fundamental art works of Ivan Cankar and Ivana Kobilca, affect the collective conscience and self-representation of coffee in Slovenia.

Podjetja v želji večjega zaslužka iščejo vedno nova tržišča in nove segmente kupcev. Pri podjetju Chipolo, ki izdeluje pametne bluetooth sledilnike predmetov, je večina kupcev stara od 35 do 44 let. Namen diplomske naloge je čim bolje spoznati generacijo Z, spoznati njene vrednote, konjičke in njene potrošniške navade. Želimo jo razumeti, tako da jo v marketinški kampanji lahko nagovorimo na način, ki bi pritegnil njeno pozornost in jo navdušil nad iskalnikom predmetov Chipolo ter na ta način povečati prodajo Chipolo izdelkov med mladimi. Cilj diplomske naloge je torej zasnovati kampanjo, ki bo povečala prodajo oglaševanega izdelka Chpolo Bundle med mladimi. V teoretičnem delu smo pojasnili kaj je marketing, kaj ga sestavlja in kakšne so možnosti oglaševanja na družbenih omrežjih. Pojasnili smo tudi, kaj je generacija Z in predstavili podjetje Chipolo. V eksperimentalnem delu smo sestavili in izvedli anketo v slovenskem in angleškem jeziku. Anketirali smo mlade, stare od 15 do 24 let, iz različnih držav sveta. S pomočjo ankete smo med drugim ugotovili, da večina mladih išče osebne predmete nekajkrat tedensko, kar je nasprotno od našega prepričanja, da imajo mladi manj težav z iskanjem osebnih predmetov. Na podlagi spoznanj iz analize ankete in dejstev o generaciji Z smo zasnovali kampanjo »Back to School« in oblikovali komunikacijska sredstva za kampanjo na družbenih omrežjih Facebook in Instagram, ter e-novice in spletno stran. Najprej smo zasnovali medijsko strategijo, kjer smo opredelili, kaj bomo sporočali in komu bo sporočilo namenjeno. V kampanji smo se osredotočili na mlade med 18. in 24. letom starosti, oglase pa smo prikazovali uporabnikom z vsega sveta, starim od 18 do 65+ let, ki so že kdaj obiskali spletno stran chipolo.net. Nato smo se lotili medijskega načrtovanja, kjer smo določili kje, kdaj in preko katerih kanalov bomo komunicirali. Za oglaševanje na Facebooku in Instagramu smo se odločili zato, ker je analiza ankete pokazala, da največ anketirancev uporablja ravno ti dve družbeni omrežji. Po končani kampanji smo preverili še uspešnost prodaje in ugotovili smo, da cilj ni bil dosežen, saj nihče iz naše ciljne skupine ni kupil akcijskega izdelka, ki je bil v času kampanje najbolje prodajan izdelek. Facebook, ki je najbolj popularno družbeno omrežje, je na spletno stran chipolo. net pripeljalo več uporabnikov kot Instagram, največ uporabnikov pa je na spletno stran vstopilo s klikom na organske zadetke v brskalniku Google. Companies are always looking for new markets and new customer segments to increase their profit. Most customers of Chipolo, a company that manufactures and sells smart item finders, are between 35 and 44 years old. The purpose of this diploma thesis was to get to know and better understand the younger Gen Z, their values, hobbies, consumer habits, so that our marketing campaign would address them in a way that would intrigue and attract them to Chipolo products and consequently boost Chipolo sales. The goal of the thesis is to sell more of the discounted Chipolo Bundle products to young consumers. The theoretical part explains marketing and its components and explores the possibilities of social media advertising. In this section, we also defined members of Generation Z and presented the Chipolo company. The experimental part focuses on a survey conducted in English and Slovene, distributed around the world to participants aged 15 to 24. Contrary to our initial theory the survey revealed that younger people look for their belongings weekly. Based on findings from the survey and general facts about Gen Z, we designed a »Back to School« marketing campaign and communication material for social media advertising, an online newsletter, and our webpage. First we formed a media strategy where we defined what our message is and to whom will this message address to. The campaign focused on young people between the ages of 18 and 24 but with ads we re-targeted users aged 18 to 65+ who had previously visited the chipolo.net website. We then formulated a media plan, where we determined where, when and through which channels we would convey our message. We decided to advertise the campaign on Facebook and Instagram as we found that these are the two most popular social media platforms amongst the younger Generation Z. After the campaign we analyzed the sales from the chipolo.net shop and concluded that the goal was not met. The sales in our target group did not increase, in fact, none of the buyers of the bestselling product we discounted in the campaign came from this target group. Facebook, the most popular social media platform, generated more leads to the chipolo.net web page than Instagram, but overall, the organic searches from Google brought in most customers.

Magistrsko delo govori o posodobitvi celostne grafične podobe (krajše CGP angl. Corporate Identity) podjetja Mojčina nega, ki se ukvarja z izdelavo naravne kozmetike. Glavni namen magistrskega dela je bil posodobiti CGP in jo primerjati z obstoječo. Na podlagi raziskave smo želeli ugotoviti, ali je bila posodobitev CGP uspešna, ali bo dobro predstavljala podjetje in ali mu bo omogočila večjo prepoznavnost, hkrati pa tudi večjo prodajo izdelkov. Rezultate smo pridobili s pomočjo spletne ankete, ki smo jih nato analizirali. Poleg tega je bil namen tudi izpopolniti CGP z novimi, dodanimi grafičnimi elementi, ki so prejšnji podobi manjkali. Celoten proces je bil podkrepljen z ustreznim teoretičnim znanjem in podrobno primerjavo med obstoječo in novo celostno grafično podobo. Za učinkovito posodobitev celostne grafične podobe je bilo potrebno v zakup vzeti vse korake, ki jih ta proces zajema, da smo prišli do želenega končnega rezultata. Sem najprej sodi poznavanje teorije o grafičnem oblikovanju, ki nam je dalo ustrezno podlago za izvedbo posodobitve podobe. Z upoštevanjem pravil, ki jih narekujeta teorija barv in pisav, smo začeli s preoblikovanjem obstoječih grafičnih elementov. Pri preoblikovanju smo upoštevali tudi pravila oglaševanja, saj ta veliko pripomorejo k uspešnosti znamke in večji prodaji izdelkov. Posodobljeni CGP smo poleg obstoječih dodali tudi nove, dodatne grafične elemente, ki so ji prej manjkali. Tako obstoječe kot tudi nove grafične elemente smo ustrezno prilagodili za tisk in za spletno uporabo. Nazadnje smo izvedli analizo, s pomočjo katere smo dodobra spoznali znamko Mojčina nega in njeno sporočilnost, ter ugotavljali, ali je posodobitev zadostila zastavljenim ciljem. This master's thesis is about updating company’s Mojčina nega corporate identity (short CI), a company that makes natural cosmetics. The main purpose of the master's thesis job was to update the CI and compare it with the existing one. Based on the research, we wanted to determine whether the updated CI was successful and would represent the company well and enable it to be more recognizable, as well as show greater sales of products. The results were obtained through an online survey, which we then analyzed. In addition, the aim was also to improve the CI with new, added graphic elements that were missing from the previous one. The whole process was supported by theoretical knowledge and a detailed comparison between the existing and the new CI. In order to effectively update the CI, it was necessary to take all the steps that this process involves in order to get the desired result. This includes theory about graphic design, which gave us the appropriate basis for carrying out the CI update. By following the rules dictated by the theory of colors and fonts, we started to update the existing graphic elements. We also considered the rules of advertising, as they make a big difference to the brand's performance and in increasing product sales. In addition to the existing CI elements, we have also added new, additional graphic elements that were previously missing. Both existing and new graphic elements have been adapted for both printing and web use. Finally, we carried out an analysis to get to know the brand Mojčina nega and its message, and to determine whether the update met the goals that we set.

V tem magistrskem delu je obravnavana tema odnosa milenijcev do oglaševanja. Gre za generacijo posameznikov, ki so bili rojeni med leti 1980 in 2000 in ta trenutek praviloma predstavljajo populacijo z največjo kupno močjo, zato je poznavanje njihovih preferenc in vedenja za oglaševalce ključnega pomena. Ker je medijska krajina močno zasičena z oglasnimi sporočili, je zanje pomembno, da poznajo tudi vrednote te generacije in njihov odnos do oglaševanja. Raziskovanje v tej magistrski nalogi preko različnih teoretičnih in metodoloških pristopov vodi do ugotovitve odnosa milenijcev do oglaševanja na splošno, pa tudi specifično odnosa do oglaševanja na družbenem omrežju Facebook. Obe področji sta najprej predstavljeni s teoretičnega vidika, nato pa s pomočjo eksplorativne statistične analize z opisnimi statistikami ter regresijske analize še podrobneje raziskani na reprezentativnem vzorcu. Izsledki so pokazali, da je odnos slovenskih milenijcev do oglaševanja sicer po večini pozitiven, medtem ko je odnos do oglaševanja na Facebooku prevladujoče negativen. Regresijska analiza je pokazala, da imajo emocionalna, kognitivna in vedenjska dimenzija odnosa približno enakovreden vpliv na odnos milenijcev do Facebook oglaševanja, pri čemer malenkostno izstopa vpliv emocionalne dimenzije. In this master's thesis, the topic of the attitude of Millennials towards advertising is discussed. This is a generation of individuals born between 1980 and 2000, and at the moment they typically represent the population with the highest purchasing power, so knowing their preferences and behaviors is of key importance for advertisers. Because the media landscape is highly saturated with advertising messages, it is important for them to know the values of this generation and their attitude towards advertising. Research in this master's thesis through various theoretical and methodological approaches leads to the determination of the attitude of Slovenian millennials toward advertising in general, as well as specifically the attitude toward advertising on the social network Facebook. Both areas are first presented from a theoretical point of view, and then, with the help of exploratory statistical analysis with descriptive statistics and regression analysis, they are researched in detail on a representative sample. Analysis results showed that the attitude of Slovenian Millennials toward advertising is mostly positive, while their attitude toward advertising on Facebook is predominantly negative. Regression analysis showed that the emotional, cognitive and behavioral dimensions of the attitude have an approximately equivalent impact on Millennials’ attitude toward Facebook advertising, with the influence of the emotional dimension slightly standing out.