OTAC I SINOVI: ČLANOVI OBITELJI FELLER U KONTEKSTU POČETAKA REKLAMNOGA OGLAŠAVANJA U HRVATSKOJ/ FATHER AND SONS: FELLER FAMILY MEMBERS IN THE CONTEXT OF THE BEGINNINGS OF ADVERTISING IN CROATIA

Abstract

https://doi.org/10.31952/amha.16.1.2

U radu je prikazana uloga Eugena Viktora Fellera, ljekarnika i tvorničara, s naglaskom na njegove marketinške strategije u oglašavanju ljekarničkog specijaliteta marke Elsa. Kao polazište u analizi poslužili su različiti tipovi onovremenog tiska (pučki kalendari, javna i stručna glasila) te reklamni letci i ambalaža. Obilje prikupljenog materijala omogućilo je uvid u strategije i scenarije Fellerovog komunikacijskog pristupa potrošačima, komparaciju oglašavanja u različitim medijima i vremenskim razdobljima. Prateći pojavnost i razradu fenomena vizualne komunikacije kao dijela obiteljskog interesa, prezentirani su pristupi i pomaci u razradi oglašavanja u projektima Fellerovih sinova Miroslava i Ferdinanda. Nadograđujući se na očevo pozitivno iskustvo marketinga, započinju suvremenije promišljanje oglašavanja. Ferdinand pritom u farmaceutski marketing uvodi koncept kolektivne ljekarničke propagande, dok Miroslav postaje jedan od predvodnika  razvoja institucionalizacije i profesionalizacije komercijalnog grafičkog dizajna utemeljenjem i razvojem reklamnog zavoda Imago. Utoliko je razvoj marketinga predočen kroz marketinške pristupe i inovativne ideje triju osobnosti obitelji Feller, ilustracija pomaka u pristupima koji su obilježili početak drugačijeg poslovanja unutar industrijskog društva, u kojemu oglašavanje postaje nezaobilaznim dijelom i pokretačem tržišnih odnosa.   

Summary

This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various types of contemporary press and advertising leaflets and packaging were used as a starting point for analysis. The abundance of the collected material provided an insight into Feller's communication strategy of the approach to consumers, comparing advertising in different media and time spans. Following the appearance and elaboration of visual communication phenomena as part of family interest, approaches and advances in the development of advertising in the projects of Feller's sons Miroslav and Ferdinand were presented. Upgrading to the father's positive marketing experience they begin a more contemplative advertising campaign. Ferdinand introduces the concept of collective pharmaceutical propaganda into pharmaceutical marketing, while Miroslav becomes one of the leaders in the development of institutionalization and professionalization of commercial graphic design. Thus, marketing development was demonstrated through marketing approaches and innovative ideas of the three members of Feller family, illustrating the shift in approaches that marked the beginning of a different management within an industrial society, where advertising became an indispensable part and a promoter of market relationships.