Utjecaj oglašavanja na popularnu kulturu

Svrha ovog rada bila je istražiti načine na koje oglašavanje može utjecati na popularnu kulturu kako bi se razumjela interakcija tih dviju industrija. Cilj je bio odgovoriti na pitanje utječe li oglašavanje na popularnu kulturu ili samo iskorištava simbole popularne kulture da produbi vezu s potrošačima. Kako bi se bolje razumjelo te dvije industrije, proučeni su pozadinski problemi oglašavanja i popularne kulture što je pokazalo da teoretičari obiju industrija imaju potpuno drugačije mišljenje što te industrije jesu. Poglavlja o oglašavanju i popularnoj kulturi otkrivaju da postoje škole teoretičara koji smatraju da oglašavanje ima potpunu kontrolu nad popularnom kulturom te oni koji kažu da samo ljudi mogu izabrati što će biti dio popularne kulture. Prema tome, ne slažu se ni u tome kakva interakcija postoji među njima. Daljnje proučavanje primjera utjecaja koje imaju jedna na drugu pokazalo je da oglašavanje koristi popularnu kulturu kako bi postiglo prepoznatljivost proizvoda i vjernost brendu, ali i ima jak utjecaj na sve analizirane oblike popularne kulture. Iako je financijski utjecaj oglašavanja na popularnu kulturu najveći, ne treba zanemariti druge utjecaje jer oni stvaraju emocionalnu vezu s potrošačima popularne kulture. U radu je pokazano da oglašavanje može utjecati na sve proučavane oblike popularne kulture, slavne osobe, popularnu glazbu, film, televiziju, jezik, a i svi ti oblici mogu utjecati na oglašavanje. Razlika je u tome što ljudi ne moraju prihvatiti ni uključiti utjecaje oglašavanja, ali oglašavanje, da bi ostalo relevantno, mora uključiti većinu onoga što popularna kultura nudi.The purpose of this paper was to explore the ways in which advertising can affect popular culture in order to understand the interaction and interdependencebetween the two industries. The aim was to analyze whether advertising affects popular culture or whether it only uses its symbols in order to form a deeper bond with the consumers. For a better understanding of both industries, analysis of underlying problems of both advertising and popular culture was undertaken, which has shown that researchers from both fields have radically different views on what those industries were. Chapters on advertising and popular culture show that there are schools of thought which believe that advertising has absolute control over popular culture as well as those which claim that only consumers can choose what becomes popular culture. Therefore, researchers also disagree on what kind of interaction exists between asvertising and popular culture. Further analysis of examples of the impacts they have on each other showed that advertising does use popular culture to gain product recognition and brand loyalty, but it also has a strong influence on all forms of popular culture analyzed in this paper. Although the financial impact that advertising has on popular culture is the strongest, other effects shpuld not be disregarded since they are responsible for creating a more emotional bond with the consumers of popular culture. This paper has shown that advertising can affect all forms of popular culture analyzed, celebrities, popular music, film, TV, language, but that all of them can also affect advertising. The difference is that consumers don't have to accept or include impacts of advertising, but, in order to stay relevant, advertising needs to include most of what popular culture has to offer