Semiotički pristup oglašavanju: analiza brendova ugg čizama

master's thesis

• Title (english): Semiotic approach to advertising: analysis of ugg boot brands
• Author: Lucija Devčić
• Mentor: Mislava Bertoša (mentor)
• Committee member: Ivana Simeon (predsjednik povjerenstva)
• Committee member: Anita Skelin (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Linguistics); Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; General Linguistics

Abstract

Brend se može proučavati kao sustav znakova koji ima veliki broj materijalnih označitelja poput logotipa, reklama, dizajna proizvoda i prodajnog mjesta i sl. Takvo shvaćanje brenda otvara mogućnost primjene semiotičkih alata na svaki pojedini aspekt tog znakovnog sustava. Semiotička analiza može razotkriti značenja, društvene vrijednosti i kategorije u pozadini brenda i utjecati na njegovu vrijednost. Ovaj se rad bavi semiotičkom analizom poznatih brendova ugg čizama koji su pogodni za usporednu analizu jer, iako se radi o gotovo identičnom proizvodu proizašlom iz istih povijesnih okolnosti i iste kulture, njihove se strategije oglašavanja razlikuju. Premda njihovi identiteti odražavaju iste kulturne kategorije, razlikuju se vrijednosti koje svaki od njih ističe kao temeljni dio svog identiteta, a koje sačinjavaju te kulturne kategorije. Reklamna komunikacija ovih brendova temelj je analize koju ovaj rad prikazuje jer je ona odraz vrijednosti koje pojedini brend ističe i njegova identiteta u cjelini.

Abstract (english)

A brand can be interpreted as a sign system that has a large number of material signifiers such as logo, advertisements, product design, retail layout, etc. Such understanding of the brand opens up the possibility of applying semiotic tools to every individual aspect of this sign system. Semiotic analysis can reveal the meanings, social values, and categories behind the brand and affect its value. This paper focuses on the semiotic analysis of well-known Ugg boots brands, which are suitable for comparative analysis because, despite being almost identical products that emerged from the same historical circumstances and culture, their advertising strategies differ. Although their identities reflect the same cultural categories, the values that each of them emphasizes as a fundamental part of their identity, and which constitute these cultural categories, differ. The advertising communication of these brands is the basis of the analysis presented in this paper, as it reflects the values that each brand emphasizes, and its identity as a whole.

• Keywords: semiotika marketinga; semiotički kvadrat; brendovi ugg čizama; semiotička analiza
• Keywords (english): marketing semiotics; semotic square; ugg boot brands; semiotic analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:131:248478
• Study programme: Title: Linguistics (double major); specializations in: General Linguistics, Comparative Linguistics, Computational Linguistics, Aplied Linguistics and Cognitive Linguistics, Cognitive; Course: Aplied Linguistics and Cognitive Linguistics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra lingvistike (magistar/magistra lingvistike)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-26 20:56:47