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V diplomskem delu smo se lotili raziskave s področja tiskanih medijev, oglaševanja, množične komunikacije, grafičnega oblikovanja in trženja. Začeli smo s teoretično razlago komunikoloških okvirov tiskanih medijev, natančneje tiskanih promocijskih materialov in reklamnih grafik, kjer smo predstavili njihovo vlogo v današnji družbi in procese, ki se skrivajo za njimi. V razlagi na konkretnem primeru (Zavarovalnica Sava d. d.) smo predstavili priročnik celostne grafične podobe in opravili anketni vprašalnik, s pomočjo katerega smo lahko analizirali vlogo tiskanih grafičnih vsebin pri vizualizaciji blagovne znamke. The topic of this thesis was an analysis of printed media, advertising, mass communication, graphic design and marketing. The theoretical part explained various aspects of printed media that relate to communication. The main focus of the thesis was printed promotional materials and advertising graphics. We explained their role in today's society and the processes that are connected to it. The empirical part was a study of the insurance company Zavarovalnica Sava d. d. and its corporate visual identity manual. After conducting a survey, we were able to analyze the effects of printed graphic contents on brand visualization. |
