Priprava oglasov za starostno različno ciljno skupino

• Main Author: Rožmanc, Veronika
• Other Authors: Javoršek, Dejana
• Format: Bachelor Thesis
• Language: Slovenian
• Published: 2021
• Subjects: oglas; spletno oglaševanje; družbena omrežja; starostne skupine; Advertisement; online advertising; social media; age groups; sami
• Online Access: https://repozitorij.uni-lj.si/IzpisGradiva.php?id=127067; https://repozitorij.uni-lj.si/Dokument.php?id=143275&dn=

Grafično oblikovanje je v oglaševalski industriji zelo pomembno. Navsezadnje oblikovanje vpliva na prvi vtis in način, kako potrošniki dojemajo znamko. Dobro oblikovani oglasi pritegnejo več zanimanja in povečajo prodajo. V diplomskem delu smo raziskali, kakšni oglasi pritegnejo različno starostno skupino ljudi. Zanimalo nas je, kje opazijo oglase, kakšni oglasi jih najbolj pritegnejo in zakaj. V ta namen smo poiskali nekaj obstoječih oglasov, jih razvrstili v 3 kategorije ter sami oblikovali dve kategoriji oglasov. Z anketnim vprašalnikom smo analizirali, kakšni oglasi vizualno bolj pritegnejo določeno starostno skupino ljudi. V zaključku smo subjektivno mnenje anketirancev primerjali z mnenjem oglaševalcev. Rezultati so pokazali, da različne starostne skupine pritegnejo različno oblikovani oglasi, vendar je vsem pomembno, da so oglasi estetsko oblikovani. Vse starostne skupine oglase največkrat opazijo na družbenih omrežjih. Ugotovitve so nas v določeni meri presenetile, saj smo menili, da starejše skupine oglase prej opazijo v klasičnih medijih. Najbolj izrazita naklonjenost do določenega oblikovalskega sloga se je pokazala pri generaciji alfa. Tej generaciji so všeč predvsem žive barve in animacije. Izsledki diplomskega dela služijo kot smernice oglaševalcem in oblikovalcem predvsem spletnih oglasov. Graphic design plays an important role in the advertisement industry. After all, the design affects our first impressions and the way consumers perceive the brand. Well-designed ads attract more interest and increase sales. In this diploma thesis we explored which ads attract different age groups of people. We were interested in where consumers notice the ads, which ads attract them the most and why. For this purpose we searched for some existing ads and classified them into 3 categories. Afterwards we also created two categories ourselves. With the help of a survey questionnaire we analysed the preferences of different age groups. In conclusion, we compared the subjective opinion of the respondents with the opinion of the advertisers. The results have shown us that different age groups are attracted to different types of ads, but everyone agreed that the ads should be visually polished. All age groups most often see the ads on social media. The findings surprised us to some extent as we were of the opinion that older groups notice the ads sooner by using the conventional media. The most pronounced preferences for a particular design style were shown in the generation alpha. This generation especially likes vivid colours and animations. The results of the diploma thesis serve as guidelines for advertisers and designers, especially for online ads.