Reklāmas tēli un to atpazīstamība Latvijas reklāmas vidē
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Latvijas Universitāte
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Abstract
Bakalaura darba “Reklāmas tēli un to atpazīstamība Latvijas reklāmas vidē” mērķis bija
noskaidrot kāpēc Latvijas reklāmas tirgū tik daudz tiek izmantoti reklāmas tēli, kā arī noskaidrot to
efektivitāti anketējot mērķa auditoriju, un lūdzot respondentiem izvērtēt dažādas šiem tēliem
piemītošās īpašības, kā arī noskaidrot reklāmas speciālistu viedokli par reklāmas tēliem Latvijas
reklāmas vidē un to efektivitāti.
Bakalaura teorētiskais pamatojums balstās uz reklāmas komunikācijas, zīmola un tēla
teorētisko skaidrojumu. Darba pētnieciskajā procesā izmantotas divas pētniecības metodes -
anketēšana, lai atklātu Latvijā pazīstamu reklāmas tēlu atpazīstamību un publisko vērtējumu un
intervēšana, lai noskaidrotu reklāmas speciālistu viedokli par tēlu izmantošanu reklāmās un to
efektivitāti.
Pētījuma rezultātā tika noskaidroti populārākie tēli un tos raksturojošās īpašības kā arī
reklāmas speciālistu pozitīvā attieksme pret tēlu izmantošanu reklāmas stratēģijās un reklāmas tēla
veidošanas principi.
Atslēgsvārdi: reklāmas tēli, reklāma, zīmols, tēls, atpazīstamība.
The subject of this research work, “Advertising Characters and Their Recognition in Latvian Advertising Space”, was to find out the reasons for the existence of so many advertising characters, and to clarify their efficiency by mediatizing the target audience, and asking them to evalue some of the qualities of these advertising characters, as well as interviewing some of the advertising specialists to find out their opinion on the situation. The theoretical part of this research covers the theoretical explanation of advertising communication, brand and image. Two methods of research are used in the empirical part of the work - questionnaires to learn the recognition and public valuation of the characters known in Latvia and interviewing to find out experts’ opinion about the use of characters and their efficiency in adverts. As a result of the research the most popular characters and their attributes were found and the positive attitude towards the use of characters in advertising strategies and the principles of building the advertising characters were studied out Keywords: Advertising charecters, advertising, brand, image, recognition
The subject of this research work, “Advertising Characters and Their Recognition in Latvian Advertising Space”, was to find out the reasons for the existence of so many advertising characters, and to clarify their efficiency by mediatizing the target audience, and asking them to evalue some of the qualities of these advertising characters, as well as interviewing some of the advertising specialists to find out their opinion on the situation. The theoretical part of this research covers the theoretical explanation of advertising communication, brand and image. Two methods of research are used in the empirical part of the work - questionnaires to learn the recognition and public valuation of the characters known in Latvia and interviewing to find out experts’ opinion about the use of characters and their efficiency in adverts. As a result of the research the most popular characters and their attributes were found and the positive attitude towards the use of characters in advertising strategies and the principles of building the advertising characters were studied out Keywords: Advertising charecters, advertising, brand, image, recognition