Analysis of advertising appeals and their influence on product selection

Oglašavanje je postalo neizostavan dio svakodnevice potrošača, a apeli u oglašavanju sve se intenzivnije koriste kako bi se njima doprjelo do potrošača. Diplomskim radom pod nazivom Analiza apela u oglašavanju i njihov utjecaj na odabir proizvoda teorijski se želi pojasniti pojam oglašavanja, proces oglašavanja i bitni elementi u samom tom procesu. Nakon teorijskog dijela, istraživanje koje je provedeno usmjereno je na utjecaj apela u oglašavanju na potrošača i njegovo ponašanje. Apeli u oglašavanju koriste se kako bi kod potrošača stvorili želju za određenim proizvodom što bi u konačnici trebalo rezultirati kupnjom. Danas su potrošači, ponajviše pod utjecajem globalizacije, okruženi brojnim oglasima i marketinškim stručnjacima i poduzećima često je teško doći do potrošača i zadržati njihovu pozornost na određenom oglasu. Upravo se iz tog razloga sve više koriste apeli u oglašavanju. Istraživanje je usmjereno na dva apela – apel na strah i apel na seks. Cilj je utvrditi kako navedeni apeli utječu na potrošače, ponajviše na žensku populaciju.Advertising has become an indispensable part of consumer's daily lives and appeals in advertising are being used more and more intensively to reach consumers. The diploma thesis entitled Analysis of advertising appeals and their influence on product selection theoretically seeks to clarify the concept of advertising, the advertising process and the essential elements in the process. Following the theoretical part, the research conducted focused on the impact of appeals in advertising on the consumer and his behavior. Appeals in advertising are used to create a consumer’s desire for a particular product which should ultimately result in a purchase. Today, consumers, mostly influenced by globalization, are surrounded by numerous advertisements and marketing professionals and businesses often find it difficult to reach consumers and keep their attention on a particular advertisement. It is for this reason that appeals are increasingly used in advertising. The research focuses on two appeals - an appeal to fear and an appeal to sex. The aim is to determine how these appeals affect consumers, mostly the female population