Vizualna argumentacija u oglašavanju

master's thesis

• Title (english): Visual argumentation in advertisement
• Author: Sandra Grgić
• Mentor: Gabrijela Kišiček (mentor)
• Committee member: Elenmari Pletikos Olof (predsjednik povjerenstva)
• Committee member: Ines Carović (član povjerenstva)
• Committee member: Gabrijela Kišiček (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Phonetics); Zagreb
• Defense date and country: 2016-10-14, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Phonetics

Abstract

Cilj rada bio je ustanoviti status i utjecaj vizualne argumentacije u multimedijalnom oglašavanju, te time utvrditi njezin značaj za suvremeno javno uvjeravanje. Da bi se provjerilo kako vizualna argumentacija funkcionira u oglašavanju, tj. kako se oblikuje, na čemu se temelji, te koliko doprinosi postizanju persuazivnog cilja, na odabrane reklamne plakate i ambijentalne oglase primijenila se retorička i argumentacijska analiza. Rezultati su pokazali kako se vizualno argumentiranje u oglasima najčešće temelji na pathosu, te oblikuje kao vizualna demonstracija ili vizualna metafora koja zajedno s verbalnom komponentom čini paralelni ili sljubljeni multimodalni argument. Ustanovljeno je takoĎer da je vizualna komponenta oglasa bila ta koja je češće nego verbalna bila nositeljica njegovog argumentacijskog sadrţaja i persuazivnog efekta, iz čega se moţe zaključiti kako je uloga vizualne argumentacije u suvremenom oglašavanju velika, te kako ona predstavlja vrijedan i efikasan alat javnog uvjeravanja.

Abstract (english)

The aim of this study was to establish the status and impact of visual argumentation in multimedia advertising and to determine the significance it may have for modern public persuasion. In order to examine how visual argumentation in advertising functions, i.e. how is it designed, what is it grounded in, and how much does it contribute to the persuasive goal, rhetorical and argument analysis were applied to chosen print and ambient ads. The results show that visual argumentation in ads is usually based on pathos and shaped as visual demonstration or visual metaphor that combined with the verbal component makes parallel or joint multimodal argument. They also show that the visual component of an ad is often the one that contains its argumentative content as well as its persuasive effect, which brings to the conclusion that visual argumentation greatly effects contemporary advertising and represents valuable and efficient tool of public persuasion.

• Keywords: vizualna argumentacija; multimodalni argument; vizualna retorika; javno uvjeravanje; reklamni plakati; ambijentalni oglasi
• Keywords (english): visual argumentation; multimodal argument; visual rhetoric; public persuasion; print ads; ambient ads
• Language: croatian
• URN:NBN: urn:nbn:hr:131:002613
• Study programme: Title: Phonetics (double major); specializations in: Clinical Phonetics, Rhetoric, General Phonetics, Rhetoric and General Phonetics; Course: Rhetoric; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra edukacije govorništva (magistar/magistra edukacije govorništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-18 10:29:48