Efektivnost seksepila u štampanim oglasima u odnosu na vizuelni registar poruke: artikulisanje novog okvira
The Effectiveness of Sex Appeal in Print Ads in Relation to a Visual Register of the Message: Articulating A New Framework
Apstrakt
Uloga slika u oglašavanju je u oblikovanju odgovora potrošača. One prenose određene konotacije koje se mogu upotrebiti da bi se apelovalo na naše urođene instinkte, među kojima najčešće na naš seksualni instinkt. Cilj ovog istraživanja je da se analiziraju semiotički kodovi prema vrsti vizuelne manifestacije seksepila i da se izmere emotivne reakcije potrošača na takve stimuluse. Emocionalni odgovor je meren prema oglasima sa apelom na seksualni nagon kategorisanih prema nivou vizuelnog registra na kojem su dominantno kodirani (ikonički, ikonografski i tropološki). Nalazi ove studije ukazuju na to da oba pola reaguju slično na ikonički nivo, ali različito na ikonagrafski i tropološki nivoa vizuelnog koda.
Abstract
The role of imagery in advertising is in shaping consumers’ response. They convey certain connotations which could be used to appeal to our innate instincts, the prominent one being our sexual instinct. The purpose of this research is to analyse the semiotic codes of the types of sexual appeal and to measure the consumer’s emotional response to such stimuli. The emotional response was measured to ads with sex appeal where the iconic, iconographic and tropological content were applied. The findings indicate that both genders respond similarly to the iconic level but differently to the iconographic and tropological levels of the visual code.
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