Pirmoje darbo dalyje pateikiama reklamos samprata ir esmė, apibrėžiamos reklamos vartotojų charakteristikos, identifikuojami jos poveikio vartotojui elementai. Taip pat, pateikiama vartotojų požiūrio ir humoro samprata bei identifikuojami veiksniai, formuojantys vartotojų požiūrį į humorą reklamoje. Antroje darbo dalyje, remiantis anksčiau atliktais tyrimais, pateikiamas veiksnių, formuojančių vartotojų požiūrį į humorą reklamoje teorinis modelis, aptariami Lietuvoje ir užsienyje atlikti tyrimai bei pateikiama ir aiškinama tyrimo metodika. Trečioje darbo dalyje pristatomi empirinio tyrimo rezultatai. / Most people enjoy funny advertisements, so there seems little doubt the use of humor in advertising is popular, prevalent, and growing. Advertising agency executives generally believe that humor positively affects awareness for new products, establishes name registration, communicates simple copy points, and encourages brand switching. But more than anything else, advertisers hope humor will atract customers attention and keeps them ignoring their advertisements. Dispite that, many advertisers agree there‘s a definite downside to the use of advertising humor. It can offend people. The advertisement can be remembered instead of the message. But far worst of all, sometimes it simply isn‘t funny. The object of this research is the customers attitude towards humor in advertising. The aim is to determine the customers attitude towards humor in advertising and create the theoretical model of factors forming their attitude towards humor in advertising. The tasks of this research is to lay the concept of advertising and identify its impact towards costumers, to lay the concept of customer attitude and humor, to find out the factors forming the customers attitude towards humor in advertising and to explore the customers attitude towards humor in advertising. According to the results of the empirical research most of the respondents have positive attitude towards humor in advertising and there are many factors forming customers attitude towards humor in advertising such as humor type... [to full text]
| Identifer | oai:union.ndltd.org:LABT_ETD/oai:elaba.lt:LT-eLABa-0001:E.02~2009~D_20140626_183957-21319 |
| Date | 26 June 2014 |
| Creators | Janionienė, Iglė |
| Contributors | Grundey, Dainora, Vilnius University |
| Publisher | Lithuanian Academic Libraries Network (LABT), Vilnius University |
| Source Sets | Lithuanian ETD submission system |
| Language | Lithuanian |
| Detected Language | English |
| Type | Master thesis |
| Format | application/pdf |
| Source | http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20140626_183957-21319 |
| Rights | Unrestricted |
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