VISUAL COMMUNICATION IN SOCIAL MARKETING

Danes je potrošnik na vsakem koraku pod vplivom vizualnih podob – v reklamah, oglasih in objavah, ki v sebi pogosto vsebujejo še dodatne dražljaje za pritegnitev pozornosti in s tem potrošnike usmerjajo na ustrezne pomene. Poleg boljšega razumevanja oglasa želimo omogočiti tudi večje zadovoljstvo in vedenje potrošnikov, kar je domena socialnega marketinga. V diplomski nalogi smo tako raziskovali vpliv vizualne komunikacije v socialnem marketingu in proučevali njen vpliv na vedenje potrošnikov. Najprej smo s pomočjo semiotične analize primerjali tri oglase, ki so obravnavali tri različne tematike. Ugotovili smo, da so kreativnost v oglasu, njegova oblika in uporabljeni simboli najbolj pogosto vzbudili potrošnikovo zaznavo ter s tem tudi njegovo pozornost in stališče do družbenega problema. Nato smo s pomočjo kvantitativne analize, pri kateri smo uporabili spletno anketo, želeli poiskati dejavnike, ki lahko spremenijo potrošnikovo vedenje. Ugotovili smo, da so s pomočjo analiziranih oglasov nastale pričakovane pozitivne družbene spremembe. Today's consumer is on every step under the influence of visual images in advertisements and posts that usually contain also additional stimulus to attract attention and thereby consumers are directed to appropriate meanings. Besides better understanding of advertisements, we want to achieve also greater satisfaction and consumer behaviour, which is the domain of social marketing. In this thesis we researched the impact of visual communication in social marketing and also its impact on consumer behaviour. At first we have compared three advertisements, which had different themes. Our findings were, that creativity in advertisements, its shape and used symbols most commonly inspired perception of the consumer thus his attention and position to social problem. Then we wanted to find factors, which can change consumers behaviour, for that we used quantitative analysis, specifically online survey. Our findings were, that with the help of analysed advertisements, positive social changes have araised.