Uloga modne fotografije u oglašavanju

Diplomski rad bavi se nastankom modne fotografije, njenim razvojem u tehnici, te pitanjem prave definicije modne fotografije u oglašavanju. Modna fotografija predstavlja poveznicu između modne industrije i javnosti, potiče gledatelja na kupovinu predmeta kojeg oglašava i zauzima mjesto ogromnog utjecaja u našoj kulturi, postaje ogledalo naših ideala, taština, ambicija, želja i nesigurnosti. Digitalna tehnologija i društveni medij dali su oglašavačima izravan pristup bazi kupaca, smanjujući potrebu za indirektnim marketingom, dok je slavna osoba postala ključna modna ikona i značajan marketinški alat. Na temelju teorijskih spoznaja kreira se istraživanje kojim se željelo saznati na koji način modna fotografija u oglašavanju utječe na potražnju za kupovinom predmeta te pojasniti stav, mišljenja i kupovne navike ispitanika. Tijekom kolovoza 2022. godine na uzorku od 74 ispitanika provedeno je istraživanje koje je rezultiralo potvrdom percepcije modne fotografije kao reklamnog materijala, danas primarno na društvenim mrežama i njenog utjecaja na kupovne navike. Međutim iznenađujuća spoznaja je nesvjesnost ispitanika na percepciju utjecaja slavnih osoba nad oblikovanjem njihovog odabira proizvoda. Master's thesis deals with the origin of fashion photography, its technical development, and the question of the true definition of fashion photography in advertising. Fashion photography represents a link between the fashion industry and the public, encourages the viewer to buy the item it advertises, and occupies a place of enormous influence in our culture, reflecting our ideals, vanities, ambitions, desires, and insecurities. Digital technology and social media have given advertisers direct access to their customer base, reducing the need for indirect marketing, while the celebrity has become a key fashion icon and significant marketing tool. Based on theoretical knowledge, research was created to find how fashion photography in advertising affects the demand for purchasing items and to clarify the attitudes, opinions, and buying habits of respondents. During August 2022, a survey was conducted on a sample of 74 respondents, which resulted in confirmation of the perception of fashion photography as advertising material, today primarily on social networks, and its impact on shopping habits. However, it is surprising to realize that respondents are unaware of the influence of celebrities on the shaping of their product selection.