Product placement in cultural and creative industries

Prisutnost prikrivenog oglašavanja u stranim, ali i domaćim medijima je neupitno. Manipuliranje ljudi od strane jakih oglašivača, svakim danom postaje sve češće i veće. Neprestano nas obasipaju proizvodima kako bi se oni uvukli u naša razmišljanja. Klasično oglašavanje je već zasićeno svakakvim porukama na koje konzumenti više ni ne obraćaju paţnju. Upravo se iz tog razloga koristi prikriveno oglašavanje kako bi se proizvod konzumentima prikazao kada oni toga nisu svjesni. Na taj su način oglašivači privukli pozornost onima kojima je taj proizvod namijenjen. U filmovima i serijama moţemo vidjeti primjere prehrambenih proizvoda koje glavni glumci suptilno konzumiraju. Primatelj te poruke gleda i razmišlja o tome proizvodu, kako bi ga mogao konzumirati, ali i o tome gdje si ga moţe nabaviti. Čak se i na licu mjesta, u trgovinama, prisjećamo što je taj glumac jeo te odlazimo potraţiti taj proizvod. Zašto bi samo taj glumac utaţio glad vrećicom čipsa odreĎenog proizvoĎača kada to mogu i ja učiniti? jedno je od pitanja koje si mnogi od nas postavljamo. Primjer je to izdvojen iz mase sličnih kojim su nam oglašivači privukli paţnju. Dobiveni rezultati istraţivanja idu tome u prilog. Završni rad moţe koristi svima onima koji ţele saznati na koji način prikriveno oglašavanje funkcionira na stvarnim primjerima iz kulturne i kreativne industrije.The presence of product placement in foreign and domestic media is unquestionable. Manipulating people by strong advertisers is becoming more and more frequent every day. They are bombarding us with products to bring them into our minds. Media space is already saturated so consumers no longer paying attention to. For this reason, it uses product placement to show products when we are not aware of it. In this way, the advertiser draws attention to those whom this product is intended. In movies and series, we can see examples of food products that the main actors consume. The recipient of this message looks at and thinking about the product. He is thinking how to consume it, but also where can he get it. Even in the stores we remember what the actor was eating and we go looking for that product. One of the questions we ask ourselves is why we can't consume product like that actor. This is one example of how advertisers attract the attention of consumers. The results in this final paper are in support of this. Final paper is intend for all those who want to find out how product placement works on real examples from the cultural and creative industries