Čović, Marija.
(2018).
Utjecaj oglašavanja na popularnu kulturu.
Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Comparative Literature.
[mentor Duda, Dean].
Abstract
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.
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