The analysis of the minimalist concept used in advertising

Ovaj završni rad na temu analize primjene koncepta minimalizma u oglašavanju daje čitateljima uvid u prednosti korištenja minimalističkog pristupa u svrhu oglašavanja. Kroz teorijski okvir opisane su glavne značajke minimalizma prema stručnjacima koji zagovaraju ovaj umjetnički pristup. Također, predstavljene su povijesne prekretnice i glavni događaji koji su obilježili razvoj minimalizma. Kroz teorijski okvir razrađene su i glavne definicije pojma oglašavanja od strane vrhunskih marketinških stručnjaka. Nadalje, opisan je i povijesni razvoj oglašavanja od primitivnih oglasa pa sve do današnjih oglasa na društvenim mrežama. Kroz poglavlje oglašavanja razrađuju se ciljevi i mediji oglašavanja i njihov povijesni razvoj. U radu su navedeni i primjeri dobre prakse koje je autorica odabrala prema vlastitom izboru, a pojedine primjere je izvukla iz odgovora ispitanika u istraživanju. Kada je riječ o istraživanju, za potrebe završnog rada provedeno je anketiranje te se koristio anketni upitnik koji je bio distribuiran putem interneta u Google obrascu. Istraživanje je imalo cilj analizirati stavove ispitanika o konceptu minimalizma u oglašavanju. Provedeno je sa 161 ispitanikom u razdoblju od travnja do kolovoza 2023. godine. Istraživanjem je utvrđeno da ispitanici uglavnom preferiraju minimalistički pristup oglašavanju i da ga smatraju elegantnim, estetski privlačnim i dovoljno informativnim. Konačno, navedeno je nekoliko preporuka za praksu koje je autorica zamijetila tijekom provođenja istraživanja i pisanja samog rada.This final thesis, which deals with the analysis of the minimalist concept used in advertising, provides an insight into the benefits of using a minimalist approach in advertising. In the theoretical part, the main characteristics of minimalism, according to the experts that advocate this artistic approach, are described. Additionally, turning points in history and the main events that marked the development of minimalism are presented. A theoretical framework also provides an elaboration of the main definitions of the term advertising from the point of view of first-rate marketing experts. Furthermore, the historical development of marketing is described, starting with the first examples of primitive advertising, and moving on to modern social media advertising. A chapter on advertising elaborates on advertising goals and media and their historical development. Good practice examples are also mentioned, some of which the author chose herself and some of which were taken from the survey respondents’ answers. When it comes to the research, the survey was conducted for the purpose of writing this final thesis, and a survey questionnaire was distributed online in Google Forms. The research was conducted among 161 respondents between April and August of 2023. The research showed that the respondents mostly prefer a minimalist approach to advertising and that they consider it elegant, visually appealing, and informative enough. Finally, some practical recommendations given about observations made during the research and writing of the paper are provided