THE ROLE OF IMAGES WITHIN THE CONSTRUCTION OF NATIONAL IDENTITY: THE CASE OF GUESTS ARE COMING ADVERTISMENT

Naloga je sestavljena iz treh delov. V prvem delu je obravnavana vizualna kultura, podoba, načini branja, oblikovanje pomenov, pristop aktivnega občinstva, medijski diskurz. Nato se ukvarjam s vprašanjem identitete, kako se le-ta oblikuje, kako na razvoj slednje vplivajo mediji in oglaševanje, nadaljujem pa s pregledom teorij in raziskav nacionalne identitete. Sklop zaključim s slovensko nacionalno identiteto, iz katere sledi tretji del naloge – študija oglasa Gostje prihajajo iz leta 1986, ki je bil del kampanje, ki jo je po naročilu Gospodarske zbornice Slovenije ustvarjala oglaševalska agencija Studio Marketing. Številnim se je prav ta del večletne akcije skupaj z znamenitim sloganom “Slovenija, moja dežela” v spomin vtisnil tudi kot označevalec časa tik pred osamosvojitvijo. Več kot dvajset let pozneje se je ista agencija odločila, da slogan znova obudi, tokrat za potrebe oglaševanja nizozemske blagovne znamke Spar. Študija konkretnega primera razjasni, kako podobe oblikujejo pomene tudi na nacionalni ravni in kako lahko spreminjanje konteksta, časa, cilja in tudi naročnika oglasa, vpliva na sprejemanje istih podob na drugačen način.Study of visual culture is much more than studying images alone. The boundaries between the subject and the object have become blurredthe realization that the viewer cannot be separated from his or her own knowledge, which modifies the way one receives media content, was crucial for the following research in the field of visual culture. This master thesis in question talks about a Slovenian advertisement from 1986 titled “Guests are coming”. This advertisement was part of a campaign created by the advertising agency Studio Marketing. For many Slovenian people this TV advertisement, together with the famous slogan "Slovenia, my country", remains in their memory as a marker of the time shortly before Slovenia announced its independence. More than twenty years later, the same agency decided to resurrect the slogan again, this time for the purpose of advertising the Dutch brand Spar. The study of this particular case tries to clarify how the images can form meanings at a national levelhow we can build national consciousness and identity and how changing meanings and modes of representation for purposes of advertising, can cause a variety of responses from the public which are not necessarily predicted