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CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING

Marija Pleše
Jasmina Dlačić ; University of Rijeka, Faculty of economics, Rijeka, Croatia

Puni tekst: engleski, pdf (163 KB) str. 41-54 preuzimanja: 1.987* citiraj
APA 6th Edition
Pleše, M. i Dlačić, J. (2015). CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING. Zbornik Veleučilišta u Rijeci, 3 (1), 41-54. Preuzeto s https://hrcak.srce.hr/139690
MLA 8th Edition
Pleše, Marija i Jasmina Dlačić. "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING." Zbornik Veleučilišta u Rijeci, vol. 3, br. 1, 2015, str. 41-54. https://hrcak.srce.hr/139690. Citirano 23.08.2019.
Chicago 17th Edition
Pleše, Marija i Jasmina Dlačić. "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING." Zbornik Veleučilišta u Rijeci 3, br. 1 (2015): 41-54. https://hrcak.srce.hr/139690
Harvard
Pleše, M., i Dlačić, J. (2015). 'CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING', Zbornik Veleučilišta u Rijeci, 3(1), str. 41-54. Preuzeto s: https://hrcak.srce.hr/139690 (Datum pristupa: 23.08.2019.)
Vancouver
Pleše M, Dlačić J. CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING. Zbornik Veleučilišta u Rijeci [Internet]. 2015 [pristupljeno 23.08.2019.];3(1):41-54. Dostupno na: https://hrcak.srce.hr/139690
IEEE
M. Pleše i J. Dlačić, "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING", Zbornik Veleučilišta u Rijeci, vol.3, br. 1, str. 41-54, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/139690. [Citirano: 23.08.2019.]

Sažetak
The purpose of this paper is to explore the influences of different nonverbal elements, which are related to both products and personal characteristics, on individuals’ perception of products advertised. Nonverbal elements augment the communication message that particular product or service aims to deliver to its target audience. Empirical research is conducted using two different sets of commercials, i.e. comparing video and static commercials for three different products in a fast consumer moving goods category. The research results
indicate that the role of nonverbal communication is repeating, conflicting, replacing and highlighting or mitigating the verbal component of a communication message. In an advertisement equal attention should be addressed to both verbal and nonverbal communication components. Depending on the product category,
non-verbal communication contributes to a greater or a lesser extent, but always in positive way in evaluating characteristics of the person that uses the advertised product. Non-verbal communication, therefore can be used to augment the desired brand perception. Managerial implications are also considered.

Ključne riječi
nonverbal communication; verbal communication; advertising; communication message

Hrčak ID: 139690

URI
https://hrcak.srce.hr/139690

[hrvatski]

Posjeta: 2.672 *