DARBO SANTRAUKA Nors lauko reklama, laikoma viena seniausių reklamos skleidimo būdų, tačiau Lietuvoje, sparčiai ėmė plėtotis, tik pastarąjį dešimtmetį. Iki 1994 metų, kai susikūrė pirmosios lauko reklamos įmonės, šioje srityje verslu užsiėmė tik pavieniai, privatūs asmenys, dažnai net nelegaliai. Tik per pastarąjį dešimtį metų visuomenė ir valstybinės struktūros šiam verslui ėmė skirti daugiau dėmesio. Taigi suvokiant šios gana naujos ekonomikos šakos svarbą ir naudą buvo pasirinkta, nagrinėti lauko reklamos poveikį vartotojų poreikių suvokimui. Suvokimas yra labai subjektyvus. Daugelio žmonių suvokimas apie ta patį dalyką gali skirtis, dėl to, kad ir patys žmonės yra skirtingi. Kiekvienas vartotojas gaudamas reklaminę žinutę interpretuoja ir ją suvokia remdamasis asmeninėmis charakteristikomis, vidiniais bei išoriniais veiksniais. Darbo objektas – lauko reklama ir vartotojų poreikiai. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti lauko reklamos poveikį vartotojų poreikių suvokimui. Darbo uždaviniai: 1. Išanalizuoti poreikių suvokimą vartotojų elgsenoje; 2. Teoriniu lygmeniu išanalizuoti ir apibendrinti vartotojų poreikių suvokimą; 3. Pagrįsti reklamos poveikį vartotojams; 4. Išanalizuoti ir apibendrinti lauko reklamos konceptualiąją esmę; 5. Parengti lauko reklamos poveikio vartotojų poreikių suvokimui tyrimo metodologiją; 6. Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti lauko reklamos poveikio vartotojų poreikių suvokimui; 7. Atlikus empirinį... [toliau žr. visą tekstą] / SUMMARY Although outdoor advertisement is considered to be as one of the oldest ways of advertising, however, in Lithuania its rapid development can only be observed only in the last decade. Only separate private entities (mostly illegal) were working in this business untill 1994, when the first outdoor advertisement companies were established. It was only the last decade when the society and public institutions paid more attention to this business. Thus, considering the importance and benefits of this this rather new field of business, the impact of outdoor advertisement on the perception of consumer needs has been selected as the object of analysis. The concept of perception is very subjective. The perception of the same object of majority of people may differ due to the reason that people themselves are different. Every consumer has his/her own interpretation of a message and the perception is based on individual characteristics, internal and external factors. Research Object– outdoor advertisement and consumer needs. Research Goal – theoretical basis and empirical verification of outdoor advertisement impact on the perception of consumer neeeds. Research Tasks: 1. Analysis of the perception of consumer needs in their behaviour; 2. Analysis and summary of the perception of consumer needs at theoretical level; 3. Reasoning of advertisement impact on consumers; 4. Analysis and summary of the conceptual essence of outdoor advertisement; 5. Preparation of research methodology... [to full text]

Syfte och frågeställning Syftet med studien är att undersöka hur tre svenska reklamfilmer tillämpar olika typer av argument för att övertyga mottagarna av sitt budskap och vilka retoriska grepp som används för att nå ut till publiken. Vidare undersöks vilka budskap som är framträdande samt vilka samhällsfrågor reklamfilmerna anspelar på. I studien granskar jag även hur visuell retorik tillämpas. Utifrån detta syfte utformades frågeställningen: Hur ser argumentationen ut i de utvalda reklamfilmerna? Vilka budskap går att avläsa i reklamfilmerna? Vilka visuella argument tillämpas? Material och Metod Materialet består av tre svenska reklamfilmer som visats på tv under hösten 2016. Det metodologiska tillvägagångssättet är en kritisk retorikanalys som är kritiskt ifrågasättande och undersöker vilka argument som ger tyngd samt budskapens innebörd. Jag har även inkluderat visuella aspekter eftersom en analys utifrån retoriken även fokuserar på de visuella budskapen som ansluter till visuella uttrycksformer. Det visuella perspektivet tillämpas i studien för att få en bredare förståelse för hur visuella framställningsformer används och hur de påverkar och övertygar publiken.  Resultat Analysresultatet indikerar flertal likheter mellan reklamfilmerna, främst genom att de distanserar sig från den traditionella marknadsföringen som ofta syftar till att exponera varor och tjänster. Istället återspeglar reklamfilmerna verklighetsbaserade situationer utifrån tre skilda perspektiv. Ica som uppmärksammar ett samhällsproblem med våldsinslag, Ikea som syftar till att återskapa en vardagssituation genom att visa hur varuhuset existerar i hemmet samt KPA Pension som visar en verklighetsbaserad situation med inriktning på miljöfrågor. Återkommande är även hur reklamerna anspelar på publikens känslor och att barn har en central roll i samtliga reklamfilmer. / Purpose and research question The purpose of the study is to examine how three swedish commercials use different types of arguments to convince the target groups of a message and to analyze the rhetorical grips that are applied in order to reach out to the audience. Furthermore the most prominent messages in the commercials are identified and the social issues the commercials allude to are examined. This study also examines how visual rhetoric is applied. Based on the purpose this study examines the following research questions: - How are the arguments in the selected commercials framed? - What messages can be read off in the commercials? - Which rhetorical means are prominent? - What visual arguments are applied? Material and method  The material consists of three swedish commercials shown on television the fall of 2016. In the study a critical rhetorical analysis is applied which critically questions and examines the main arguments and the meaning of the messages. Additionally visual aspects are included in the analysis since rhetoric also focuses on the visual messages connected to the visual expression. The visual perspective is applied in the study to gain a broader understanding of how visual representation forms are used and how they influence and persuade the audience. Results The result of the analysis results indicate numerous similarities between the commercials, mainly because they distance themselves from the traditional marketing that often aims to expose goods and services. Instead these commercials reflect real-life situations from three different perspectives. Ica recognizes a social problem with violence, Ikea aims to recreate an everyday situation by showing how the department store can exist in our homes. KPA Pension shows a real-life situation with a focus on environmental issues. Something recurrence in these commercials is also how commercials alludes to the audience's feelings and that children have a central role in all the commercials.

This work titled Advertising impact of influencers as perceived by the young online users defines the term influencer in its theoretical part, offering several perspectives through which this phenomen can be viewed. For example, the number of followers on influencers' profiles, the interaction between these two sides, or the characteristic features of influential figures, such as their behaviour on the Internet. Furthermore, this work deals with influencer marketing, some types of collaboration between influencers and companies within social media, and the issue of tagging the sponsored commercial content. Also, one of the chapters summarizes some of the findings from several relevant studies, creating an initial insight into the topic. The research part of this work explores the issue as perceived by the young online users, using the research sample comprising 179 respondents in the range of 16-26 years old. The data collected through the electronic standardized questionnaire revealed, for example, that respondents require tagging sponsored posts on influencers' profiles, even though they trust these commercial posts less. Also, the pattern of behaviour hinting some verifying information before immediate tasting influencers' recommendations was indicated. The analyzed answers also point to the...

Автором рассматриваются различные подходы к изучению потребительского поведения, раскрываются коммуникативные характеристики рекламы и механизмы ее влияния на потребительский выбор молодых людей, формулируется понятие «медийное лицо», а также выявляются особенности рекламы с участием медийных лиц как инструмента влияния на потребительский выбор молодежи. На основе результатов эмпирического исследования, проведенного с использованием методов онлайн-опроса и экспертного интервью, определены характеристики медийного лица (авторитетность, экспертность, привлекательность), влияющие на потребительские намерения и оценку привлекательности бренда и рекламы. Делается вывод о том, что медийные лица в рекламе положительно влияют на потребительский выбор молодежи, при этом на него оказывает влияние и то, насколько медийное лицо сочетается с рекламируемым продуктом. Диссонанс между медийным лицом и типом продвигаемого им продукта снижает привлекательность бренда и самой рекламы. / The author examines various approaches to the study of consumer behavior, reveals the communicative characteristics of advertisement and the mechanisms of its influence on the consumer choice of young people, formulates the concept of “media person”, and also identifies the features of advertisement with the media persons' participation as an impact tool on the consumer choice of young people. Based on the results of an empirical study conducted using online survey methods and expert interviews, the characteristics of a media person (authority, expertise, attractiveness), influencing on consumer intentions and attractiveness of a brand and advertisement, were determined. It is concluded that the media person in advertising has a positive effect on the consumer choice of young people, while it is also influenced by the extent to which the media person is combined with the advertised product. The dissonance between the media person and the type of product he is promoting reduces the attractiveness of the brand and the advertisement itself.