Korištenje apela na strah u oglašavanju

Ovim završnim radom nastoji se naglasiti važnost kreativnosti marketinškog oglašavanja proizvoda i/ili usluga te se ukazuje na ogroman utjecaj oglasnih apela u oglašavanju. Predstavila se podjela oglasnih apela na emocionalne i racionalne apele te se izdvojio apel na strah kao glavna tema ovog rada. Korištenje apela na strah je veoma učestalo i efikasno. Istraživanja pokazuju kako su oglasi koji sadrže apel na strah pamtljiviji i prepoznatljiviji od onih koji sadrže ostale oblike apela. Radom je predstavljena teorijska osnova apela na strah kao i njegova praktična primjena. U sklopu rada provedeno je i istraživanje s ciljem utvrđivanja mišljenja i stavova ispitanika o korištenju apela na strah u oglašavanju te smatraju li kako su apeli koji koriste visoke razine prijetnji i straha uspješniji od onih koji koriste manje, odnosno srednje razine prijetnji i straha. Istraživanja je pokazalo kako ispitanici smatraju kako su oglasi koji koriste visoke razine prijetnji i straha manje uspješni od onih koji koriste manje/srednje razine prijetnji i straha, što se protivi ostalim empiričkim istraživanjima prikazanih radom. The thesis of this paper seeks to emphasize the importance of creativity in marketing advertising of products and/or services, and points to the enormous impact of advertiser appeal in advertising. It featured the division of advertisement appeals to emotional and rational appeals, and it chose the appeals for fear as the main theme of this work. Using appeal to fear is very frequent and efficient. Research shows that ads which contain appeal to fear are more memorable and recognizable than those that contain other forms of appeal. The theoretical basis of the appeal to fear is presented as well as its practical application. In the course of the paper, research was conducted to determine the opinions and attitudes of the respondents about the use of appeal to fear in advertising and whether they think that appeals to fear that are using high levels of threats and fears are more successful than those who use less or medium levels of threats and fears. Research has shown that respondents believe ads with high levels of threats and fears are less successful than those who use less-medium levels of threats and fears, as opposed to other empirical researches presented in the work.