Festivāla "Cannes Lions" 2014. gada laureāti kategorijā TV klips: satura un auditorijas analīze
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Latvijas Universitāte
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Bakalaura darba temats ir Festivāla "Cannes Lions" 2014. gada laureāti kategorijā TV klips: satura un auditorijas analīze. Pētījuma problēma ir mūsdienu piesātinātā reklāmas vide, apgrūtināta mērķauditorijas uzmanības piesaiste un apzināta izvairīšanās, kas ietekmē reklāmu saturu un izmantotos paņēmienus. Lai uzzinātu, kā starptautiski atzītas televīzijas reklāmas uzrunā auditoriju, ir izvirzīts pētījuma mērķis noskaidrot, kas ir šo rezultatīvo reklāmu satura pamatā un kā tas tiek uztverts auditorijā. Bakalaura darba uzdevumi ir teorētiskās bāzes izveidošana par reklāmas komunikāciju, vizuālo semiotiku un naratīvu, kā arī izmantoto metožu pielietojums – kontentanalīze un aptauja. Pētījumā tika noskaidrots, ka rezultativitātes pamatā ir stāsta veidošana, kas ietver negaidītus risinājumus un produkta ievietošanu tam neierastā kontekstā.
The subject of Bachelor thesis is The winners of festival "Cannes Lions" in category TV video clip: content and audience analysis. The research problem is crowded advertising situation, difficulties to attract attention and audience’s desire to avoid advertising that impacts the content of advertising message and usage of its technique. To find out how internationally recognized commercials interact with audience, the purpose of this research is to investigate what type of elements creates the content of advertising message. The tasks are inclusion of theoretical basis about advertising, visual semiotics and narrative, as well as knowing the usage of research methods – content analysis and survey. Research indicated that efficiency is based on storytelling that includes unexpected solutions and inserting product in unusual context.
The subject of Bachelor thesis is The winners of festival "Cannes Lions" in category TV video clip: content and audience analysis. The research problem is crowded advertising situation, difficulties to attract attention and audience’s desire to avoid advertising that impacts the content of advertising message and usage of its technique. To find out how internationally recognized commercials interact with audience, the purpose of this research is to investigate what type of elements creates the content of advertising message. The tasks are inclusion of theoretical basis about advertising, visual semiotics and narrative, as well as knowing the usage of research methods – content analysis and survey. Research indicated that efficiency is based on storytelling that includes unexpected solutions and inserting product in unusual context.