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Advertising is evolving at a steady pace, and the challenges that it is facing are significantly different from what they used to be. Nevertheless, an initial advertising goal, the one that precedes any future goal, attracting consumers’ attention, remains the same. The consumer attention is being refered to as the gatekeeper for higher order advertising outcomes. Advertisers’ aim is, thus, effectively attract consumers’ attention and guide it towards their message. Relationship between the advertisement presentation and these higher order advertising outcomes, such as positive feelings towards the product, brand loyalty, actual purchase, etc. is rather small. Especially compared to other promotional and contextual factors such as inertia, loyalty and prior purchases which explain almost two thirds in the variability of consumer behavior in markets. The sheer amount of events transpiring between the advert presentation and the consumers’ behaviour can confound the total advertising effects. For this reason, it is marketers’ goal to positively influence each event under their direct control, and advertisement design is certainly one of them. The present research continues on the abundance of research aimed at discovering how to most effectively attract consumers’ attention which started in the 1990s. Such studies report that consumers are attending to advertisements differently based on their involvement with the brand, brand attitude and ad recall ; that advertisement’s property to effectively hijack viewers’ attention and increase the future ad recall is related to advert being perceived as obtrusive and distracting and ; that three factors thought to influence consumers’ allocation of attention to ad processing aside from the task at hand are consumers’ motivation, opportunity and ability. Throughout the previous period, various ad design characteristics have been tested for their attention attracting properties including advertisement’s size, number of letters and clearance from the road., etc. Surprisingly, despite the fact that more than half of all the advertisements show human face in them, the human face has not received enough researchers’ attention, as it did consumers’. This practice has been related with an easier advertisement recall and more positive attitudes and purchase intentions according to scarce literature on the matter. However, even those researches that did explore human face in advertising context, have not focused on the factors influencing face’s ability to automatically attract attention, nor what happens with consumers’ attention once it is captured by the human face in advert. Through the course of the dissertation it will be argued that potential mechanisms through which human face is efficient in attracting consumers’ attention towards the ad are the model’s eye gaze and emotional expression. Eyes are regarded as one of the most important social stimuli capable of expressing complex mental states such as beliefs, desires and emotions. Thus, we will argue that this evolutionary importance of attending and recognizing another’s gaze direction can be utilized as the way of either attracting attention to the ad itself, or to guide attention towards the specific ad element (to which the model is gazing at). Much like eye gaze, facial expression of emotion is a primary channel through which individual is expressing his emotional state. Following the same rationale, people have evolved mechanisms for quick detection and recognition of emotional expressions, since it was preferential for an individual to give themselves enough time to prepare for the possible fight or flight when confronted with an individual expressing anger, for example. Final factor being researched through the course of the present thesis is the consumers’ cognitive load. It is almost impossible to research advertisement without including consumers’ cognitive resources which are more readily invested in other activities than to advertisement. This problem has been emphasized by the proliferation of the new media channels which has led to consumers being exposed to a huge amount of advertisements presented simultaneously through different channels. Each of these stimuli is competing for the same resource, consumers’ attention. To test whether advertisements’ efficiency can be enhanced by the use of the evolutionary important social stimulus, such as human face, and how is this relationship dependent on the consumers’ cognitive load, two studies were designed. In each study, one type of cognitive load was manipulated. By increasing the complexity of the scene in which the advertisement stimuli were presented, external cognitive load (i.e. the amount of information presented in the visual field) is manipulated, and its effect on attention is examined for different types of advertisement stimuli. Participants’ internal cognitive load was manipulated in the second study by involving them with a memory task in which they are required to memorize a short (low load) or a long (high load) digit string for the duration of the study. This time, we had tested how does the ad design affect not only attention to advertised product, but also how the advertisement is perceived by the consumer depending on the different mental effort involved with advertisement processing. Results confirmed predictions from the evolutionary psychology that human face’s importance can be used as a way of increasing advertisements’ attention grabbing efficiency, but also the attitudes toward the presented ad. Possible reason for such finding is the ease with which the face is being processed and perceived due to its evolutionary importance which has made the face prioritized by humans’ cognitive system. Most importantly, we have gained a support for the observation that faces can be also used to point viewer’s attention to the certain place where the key advertisement message, or product is presented on advert. The mechanism through which the face acts as the efficient attention grabber is the increased saliency of the ad. When the advertised product’s saliency is significantly higher than the saliency of the surrounding stimuli, all other design characteristics are less important. This can be achieved in a number of ways, such as by varying the product’s colour, luminescence, size, orientation, etc. However, when the advertised product, or an ad itself does not automatically pop-out from its surrounding, consumers’ attention is being guided by the stimuli which are preferentially searched for, for example human face making the advertisement containing it more salient compared to its surrounding. Model’s emotional expression (happiness) significantly increased advertisements’ saliency, resulting in shorter search times compared to other emotional expression and other cue types. The same emotion was positively related with the ad evaluation. Eye gaze effect was not as strong as the emotional expression, although some reduction in time needed for reacting to a presented product was observed, effect was rather small. Finally, internal cognitive load, unlike the external one, was not associated with attention (i.e. reaction time) needed for clicking the advertised product. Instead, internal cognitive load had a significant effect on ad evaluation phase, with ads being perceived more positive when consumers had more of their cognitive resources at their disposal (low internal load).

Svrha - Upotreba apela na seks u oglasima česta je praksa u promociji i njezina se prihvaćenost može razlikovati od kulture do kulture. U posljednjih je dvadeset godina procjenjivana na nekoliko tržišta uključujući i Brazil gdje je provedeno ovo istraživanje. Svrha je rada izmjeriti u oglasima koliko apel na seks utječe na potrošače uspoređujući ulogu spola i percepcije o idealiziranim tijelima modela. Metodološki pristup - Provedena su dva kvazieksperimenta korištenjem podataka iz neprobabilističkog uzorka prikupljenih putem online upitnika. Ove studije razmatraju učinak upotrebe apela na seks u oglasima. U prvoj se koriste oglasi za teretanu za usporedbu stavova i namjere kupnje između muškaraca i žena. U drugoj se procjenjuje korištenje ženskih modela s idealiziranim ili bez idealiziranog izgleda u oglasima za pivo. Rezultati i implikacije - Uočeno je da su oglasi s manje izraženim apelom na seks bolje ocijenjeni, ali među onima s izraženijim apelom na seks, muškarci ocjenjuju bolje oglase sa ženskim modelima koji posjeduju karakteristike koje se uobičajeno smatraju privlačnima. Međutim, žene bolje ocjenjuju oglase sa ženskim modelima i bez obilježja koja se uobičajeno smatraju privlačnim. Stoga se zaključuje kako spol može utjecati na format oglašavanja koji bi poduzeća trebala koristiti. Ako se fokusiraju na žene kao ciljnu skupinu, bolje je koristiti modele koji nemaju „idealne“ karakteristike, dok kod muškaraca suprotno može imati značajniji učinak. Ova očito nedosljedna perspektiva pristranosti na temelju spola presudno je pitanje za menadžere i znanstvenike. Ograničenja - Istraživanje je temeljeno na ograničenom skupu podataka - brazilski ispitanici. Korišteni je uzorak prigodan i nije zasnovan na vjerojatnosti. Doprinos - Ovo je prvo istraživanje koje koristi kvazieksperimentalni pristup povezujući stavove spolova o markama i oglasima s idealiziranim tijelima modela i učinke apela na seks na oglase., Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertisements on consumers, comparing the role of gender and perceptions about models’ idealized bodies. Design/Methodology/Approach – Two quasi-experiments were conducted on a dataset obtained from a non-probabilistic sample using online questionnaires. Both studies consider the effect of using sexual appeal in advertisements. The first used gym advertisements to compare the attitudes and purchase intention between men and women. The second assessed the use of female models with and without idealized appearance in beer advertisements. Findings and implications – It was observed that advertisements with low sexual appeal resulted in better evaluations; however, those with a higher level of sexual appeal were better evaluated by men if containing female models with characteristics typically considered to be attractive. On the other hand, women rated more highly the ads using female models with no features commonly regarded as attractive. Thus, it was concluded that gender can influence the advertising format to be adopted by companies: in the case of a female target audience, it is probably better to use models without “ideal” characteristics, but the opposite may have a more significant effect when it comes to a male target audience. This clearly incongruent perspective – gender-based bias – is a critical issue for managers and researchers. Limitations – This study only focused on a narrow dataset made up of Brazilian respondents, which was used as a non-probabilistic, convenience sample. Originality – This study is the first to use a quasi-experimental approach, connecting gender attitudes to brands and ads to bodies of idealized models and sexual appeal effects in ads.

U ovom radu osmišljena je baza podataka i web aplikacija za prodaju umjetnina. U bazu podataka pohranjeni su podaci o kupcima, prodavačima, umjetninama koje se prodaju i koje su se prodavale, autorima tih umjetnina, ocjene prodavača, vrste i stilovi umjetnina te oglasi. Web aplikacija je osmišljena tako da korisnik mora odabrati je li kupac ili prodavač i prema tome ima pristup funkcijama u aplikaciji specifičnim za njegovu vrstu. Omogućuje minimalističkim pristupom što više pojednostaviti procese stvaranja oglasa, za prodavače, i kupovinu, za kupce. Za ostvarivanje baze podataka korišten je PostgreSQL dok je za izradu web aplikacije korišten niz tehnologija: HTML, CSS, Express, Node.js te Bootstrap. Ovaj rad sadrži opis modela i stvaranje baze podataka, opis funkcionalnosti web aplikacije te korisničke upute nađe li se korisnik u neznanju kako postići određenu funkcionalnost. In this paper the creation of a database and web application for selling of artworks is described. The database contains information about buyers, sellers, artworks being sold and that have been sold through this application, authors of these artworks, seller ratings, types of artwork, art movements and lastly, listings. The web application is designed with the idea of the user choosing whether he wants to be a buyer or a seller and based on that the application offers different functionality. Using a minimalistic approach it trys to simplify the creation of a listing for sellers and the process of buying for buyers. For the creation of the database, PostgreSQL was used while HTML, CSS, Express, Node.js and Bootstrap were used for the creation of the web application. This paper contains a description of the modeling process and the creation of a PostgreSQL database, a list of the applications functionalities and a manual for it's use should the use ever find themselves stuck using it

Oglaševanje se je v sodobnem svetu prilagodilo in vedno pogosteje se za oglaševanje storitev in izdelkov uporablja družabna omrežja, predvsem platformi Instagram in Facebook. Na učinkovitost oglaševalskih akcij vpliva veliko različnih dejavnikov, eden izmed njih je tudi vrsta vsebine. V diplomski nalogi smo izdelali dve statični slikovni vsebini in dve video vsebini za izpeljavo oglaševalskih akcij blagovne znamke Snapek na družabnih omrežjih. Izvedli smo oglase, ki so trajali pet dni. Vse štiri oglaševalske akcije so bile aktivne istočasno. Primerjali smo, kako se določene metrike, ki smo jih opazovali, razlikujejo pri oglasih s sliko in oglasih z video vsebino. Opazovali smo doseg ljudi, vtise, pojavnost, unikatne klike na povezavo, vse klike na povezavo, razmerje med prikazi in kliki ter vpletenost. Za izpeljavo oglaševalskih akcij smo uporabili Facebookov urejevalnik oglasov – imenovan Business Manager – preko katerega smo urejali oglase tudi na Instagram platformi. Prav tako smo v tem času odgovore pridobivali z anketo, ki je podala nepričakovane rezultate. Raziskave smo se lotili z namenom, da bi ugotovili, katera vrsta vsebine – slikovna ali video, z dodatnim grafičnim elementom, z besedilom ali brez – prinese boljše rezultate in uporabnike bolj pritegne. Cilj je bil izvesti dovolj uspešne oglase, s katerimi lahko zastavljene hipoteze potrdimo ali ovržemo. Analiza je pokazala, da vrsta vsebina vpliva na uspešnost posameznega oglasa. Glede na opazovane metrike lahko sklepamo, da video vsebina pri uporabnikih izzove večjo vpletenost. Kateri pa je tisti dejavnik, ki uporabnika bolj spodbudi h kliku in ga prej preusmeri na spletno stran, je zaenkrat še stvar nadaljnjega raziskovanja. Oglaševalske akcije so bile zaradi mlade blagovne znamke Snapek izpeljane z najnižjim finančnim načrtom, zato so bili nekateri rezultati zelo posplošeni, saj so odgovori v anketi temeljili na teoriji in ne na praksi, kot to velja za zagnane oglase. Verjamemo, da bi nam analiza oglasov z večjim finančnim vložkom podala bolj natančne in bolj izrazite rezultate. Advertising in today's world has adapted and now increasingly uses social networks, especially the Instagram and Facebook platforms, to promote services or products. However, the effectiveness of advertising campaigns is influenced by many different factors, and one of them is the type of content. In diploma thesis, we created two static image contents and two video contents for the execution of advertising campaigns of the Snapek brand in social networks. We ran ads that ran for 5 days. All four were active at the same time. We compared how certain metrics we observed differed between image and video ads. We observed reach, impressions, frequency, unique link clicks, all clicks on the link, click-through rate and user engagement. To run the campaigns, we used Facebook Business Manager, which we also used to manage the ads on the Instagram platform. During this time, we also received responses via a survey that gave us unexpected results. We conducted the survey to find out which type of content, image or video, with or without an additional graphic element with text, brings better results and attracts users more. The goal was to create a successful enough advertisement to confirm or disprove the hypotheses we had made. The analysis has shown that the type of content influences the performance of each campaign. Based on the metrics observed, we can conclude that video content generates greater user engagement. Which factor leads to the user clicking more easily and being redirected to the website is still subject to further research. Due to the small size of the Snapek brand, the campaigns were run with the smallest buget, so some of the results are very generalised, as the answers in the survey are based on theory and not on practise, such as running ads. We believe that an analysis of ads with a larger financial investment would provide more accurate and pronounced results.

U sklopu ovog završnog rada razvijena je web aplikacija za oglašavanje izgubljenih i nađenih predmeta. Svrha razvoja web aplikacije je brži protok informacija i smanjenje potrebnog vremena za oglašavanje izgubljenog predmeta, čime se povećava vjerojatnost da će izgubljeni predmet uopće biti pronađen. Aplikacija je javno dostupna i namijenjena svima. Za korištenje svih funkcionalnosti, korisnik mora imati registriran korisnički račun. Uz standardne korisnike, administrator kroz svoje sučelje upravlja postojećim oglasima i korisničkim računima. As part of this thesis, a web application for advertising lost and found items has been developed. The purpose of developing this web application is to exchange information faster and reduce the time required to advertise a lost item, which increases the likelihood that a lost item will be found at all. The application is publicly available and intended for everyone. To use all the functionalities of the application, the user must have a registered user account. In addition to standard users, the administrator manages existing ads and user accounts through its interface.

Danes si dan brez uporabe družbenih omrežij zelo težko predstavljamo. Zaradi svoje razširjenosti so socialna omrežja postala osrednji kanal oglaševanja. Po tem se ravna tudi kozmetična industrija. V diplomskem delu smo raziskovali, kakšen vpliv imajo različne vrste embalaže na ciljno publiko in kolikokrat je posamezna vrsta embalaže vključena v oglasih. Predvsem nas je zanimalo, kateri oglasi publiko najbolj pritegnejo (in zakaj) in kakšno je mnenje oglaševalcev in oblikovalcev na izbrane oglase – primerjano z njihovo vsakodnevno prakso. V namen raziskovanja smo poiskali nekaj različnih oglasov in jim zaradi kupne moči odstranili blagovno znamko. Raziskovali smo na dva načina, z anketnim vprašalnikom za širšo publiko, s katerim smo analizirali, kateri oglasi so bolj privlačni in ali je pomembna tudi sekundarna embalaža. Drugi način raziskovanja predstavlja anketni vprašalnik za oblikovalce in oglaševalce. Ta je vseboval enaka vprašanja, le da smo se z vsakim vprašanim o vprašanju tudi pogovorili in ga širše utemeljili. Končali smo s smernicami, na kakšen način in kdaj je primerno na oglas umestiti katero embalažo. Today, it is pretty challenging to imagine a day without social networks. Thanks to their widespread use, social networks have become a central advertising channel. The cosmetics industry is also following suit. In the diploma thesis, we researched the impact of different types of packaging on the audience and how often each type of packaging is included in advertisements. In particular, we were interested in which ads attract the audience the most (and why) and the opinions of advertisers and designers on selected ads - compared to their daily practice. We used several different ads for the research and removed their brands due to their purchasing power. We researched two ways: with a survey questionnaire for a broader audience to analyze which ads are more attractive and whether secondary packaging is also essential. Another way of research is a survey questionnaire for designers and advertisers. This one contained the same questions, but we also discussed the issue with each respondent and substantiated it more broadly. We concluded with guidelines on how and when to place which packaging on the ad.

Oglasi danas zauzimaju velik dio medijskog prostora zato su i važni za analizu. U današnjici, na tržištu prepunom konkurencije gotovo je nemoguće prodati proizvod bez oglasa. Oglas povezuje proizvod s potencijalnim kupcem, a cilj mu je potaknuti interes za proizvodom ili uslugom. U tu svrhu marketinški stručnjaci koriste apele u oglašavanju koji imaju zadaću na kreativan način potaknuti želju, stvoriti interes i potrebu za oglašavanim proizvodom. Odabir apela ovisi o cilju oglašavanja, ciljnom tržištu potrošača i njihovom stilu života. Emocije su jedan od bitnih motivatora ponašanja potrošača pa se one i najčešće koriste u oglasima. Predmet istraživanja ovog rada je analiza marketinških apela kao bitan segment u provedbi marketinške promocije odnosno prodaje. Cilj rada je na osnovi teorijske obrade marketinških apela, uz navođenje i analizu primjera iz prakse, u praktičnom djelu analizirati i više različitih apela poduzeća Podravka za marke proizvoda oglašavane na hrvatskom tržištu. Podravka već desetljećima uspješno provodi svoje oglašavanje, a ključni apeli koje najčešće koristi temeljeni su na pozitivnim emocijama ljubavi, sreće i zadovoljstva. Često koriste i apele na stav u kojima poznate ličnosti oglašavaju njihove proizvode. Ostali apeli koje koristi su racionalni apeli, pozitivni apeli, apeli na humor i na grupu. Advertisements today occupy a large part of the media space, which is why they are important for analysis. Today, in a market full of competition, it is almost impossible to sell a product without ads. The ad connects the products to a potential customer, and its goal is to stimulate interest in the product or service. For this purpose, marketers use appeals in advertising that have the task of creatively stimulating desire, creating interest and needs for the advertised product. The choice of appeal depends on the purpose of advertising, the target market of consumers, and their lifestyle. Emotions are one of the important motivators of consumer behavior, so they are most often used in advertisements. The subject of research in this paper is the analysis of marketing appeals as an important segment in the implementation of marketing promotion or sales. The aim of this paper is based on the theoretical processing of marketing appeals, in addition to citing and analyzing examples from practice, in the practical part to analyze several different appeals of Podravka for product brands advertised on the Croatian market. Podravka has been successfully conducting its advertising for decades, and the key appeals it most often uses are based on positive emotions of love, happiness, and satisfaction. They often use appeals to the attitude in which celebrities advertise their products. Other appeals used are rational appeals, positive appeals, appeals to humor and the group.

Živali v življenju človeka že tisočletja nosijo različne pomene so vir hrane, oblačil in orodij. Poleg naštetega pa človeku zagotavljajo tudi fizično in čustveno oporo ter zadovoljujejo njegovo potrebo po druženju. Nenazadnje pa predstavljajo večdimenzionalni simbol, ki ga uporabljamo za prenos najrazličnejših kulturnih pomenov. V sodobnem času pa so živali prešle v novo sfero - sfero medijev, in s tem postale prisotne v vseh delih našega življenja. Vsakodnevno smo potrošniki izpostavljeni številnim različnim sporočilom in prav zaradi tega imajo oglaševalci še toliko bolj zapleteno nalogo, kako se potencialnemu potrošniku vtisniti v spomin. Zato se zanašajo na elemente, s katerimi smo ljudje močno povezani in v nas vzbudijo čustveno reakcijo. Ena izmed pogostih praks doseganja želenega rezultata je uporaba živali v oglasnih sporočilih. Diplomska naloga raziskuje odzive potrošnikov, ki jih povzročijo živali v oglasih. Podrobneje se ukvarja z vplivom živali v oglasih na antropomorfizacijo blagovne znamke, naklonjenost do znamke in všečnost oglasa. Slednje raziskuje s pomočjo eksperimenta, izvedenega v obliki ankete. S pomočjo empirične raziskave in analize podatkov smo ugotovili, da živali v oglasih vplivajo na naklonjenost do blagovne znamke in všečnost oglasa. Tega, da potrošniki bolj antropomorfizirajo blagovno znamko, če so v oglasih prisotne živali, pa v naši raziskavi nismo mogli potrditi. Through history, animals have had many different meanings in human life source of food, clothing and tools. In addition, they also provide human beings physical and emotional support, and satisfy their need for socializing. Moreover, they represent a multidimensional symbol people use to this day to convey a wide variety of cultural meanings. Nowadays, animals are moving into a new sphere - the sphere of the media, and thus they are becoming present in all parts of our lives. We, as consumers, are presented with many different messages on every step. That is why advertisers have to try even harder to get the message imprinted in the consumer’s memory. One of the common practices of achieving positive results is the use of animals in advertising messages. The thesis explores consumer responses caused by animals in advertisements. In more detail, it deals with the influence of antropomorphism, affection and likeability. With this empirical study and quantitative research, I wanted to show the influence of anthropomorphization, affection, and likeability, on how consumers react whether animals are used in advertisments, or not. I found out that they have a favorable and high impact on affection to the advertised brand and likeability of the advertisement. However, we could not confirm the connection between using animals in advertisements, and higher brand antropomorphization.

U okviru ovog završnog rada izrađena je web aplikacija koja bi trebala obiteljskim poljoprivrednim gospodarstvima u Republici Hrvatskoj olakšati prodaju njihovih proizvoda. Front-end aplikacije implementiran je pomoću React i Redux biblioteka za Javascript, dok je back-end napisan u Javascript-u korištenjem Node.js izvršne okoline i njezinog radnog okvira Express. Kao sustav za upravljanje bazom podataka korišten je PostgreSQL. Aplikacija podržava četiri vrste korisnika: neregistrirani korisnik, kupac, poljoprivrednik te administrator sustava. Svi korisnici mogu pregledavati oglase poljoprivrednika i registrirane poljoprivrednike. Kupci dodatno mogu naručivati proizvode, kao i ocjenjivati poljoprivrednike i oglase. Poljoprivrednici mogu pregledavati pristigle im narudžbe te kreirati oglase, dok je administratoru sustava omogućeno uređivanje podataka u bazi podataka. As a part of this thesis, a web application has been developed. It is an application for helping family farms in Croatia with selling their produce. Front-end of the application was built using React and Redux libraries for Javascript, and the back-end using Node.js and its Express framework. PostgreSQL was used as a database management system. The application has four types of users: unregistered user, customer, farmer and the system administrator. All users can browse advertised products and registered farmers. Customers can, in addition to that, order products as well as rate both products and farmers. Farmers can see received orders and advertise their products, while the system administrator has the permission to alter the data in the database.

Članak rekapitulira postojeće i donosi brojne nove podatke o dagerotipijskoj djelatnosti u Zagrebu sredinom devetnaestoga stoljeća. Slijedom napisa objavljenih u onodobnim novinama rekonstruira se ozračje dolaska novoga izuma u Zagreb 1839. godine kao i razina spoznaje o ovome ranome fotografskom procesu u hrvatskome društvu. Posebna je pozornost poklonjena Demetru Novakoviću, prvomu hrvatskom dagerotipistu koji je, po svemu sudeći, poduku za izradu dagerotipija dobio izravno u Parizu u vrijeme javne demonstracije procesa. Rad ostalih praktičara – uglavnom putujućih dagerotipista – koji su djelovali u glavnome hrvatskom gradu ocrtan je na temelju podataka dostupnih kroz novinske oglase i nešto literature. Među njima valja istaknuti Johanna Boscha, predstavnika takozvane Bečke škole dagerotipije te Ferdinanda Rahmanna i Josepha Kallaina, čije rivalstvo i nadmetanje u kvaliteti izrade dagerotipija predstavlja prvi zabilježeni primjer fotografske konkurencije na hrvatskome prostoru., This paper summarizes the existing and brings numerous new data on daguerreotypy in Zagreb in the mid-19th century. Based on various articles published in the periodicals of the time, the author evokes the atmosphere around the arrival of this invention in Zagreb (1839) and reconstructs the level of knowledge about this early photographic process in the Croatian society. A particular focus has been placed on Demetar Novaković, the first Croatian daguerreotypist, who most probably acquired this technique during his stay in Paris at the time when the process was publicly demonstrated. The work of other daguerreotypists active in the Croatian capital – mostly travelling from place to place – has been outlined based on the information available through newspaper ads and scholarly literature. They notably include Johann Bosch, a representative of the so-called Vienna school of daguerreotypy, as well as Ferdinand Rahmann and Joseph Kallain, whose rivalry and competition in the quality of daguerreotyping is the first recorded example of photographic competition in Croatia.

Cilj ovog završnog rada je istražiti opće znanje i zapažanje ljudi o moralno dvojbenim oglasnim porukama. U prvom, teorijskom dijelu rada objašnjeni su neki od najčešćih pojmova u marketingu, oglašavanju i tržišnom komuniciranju. Također, obrazložen je regulacijski i samoregulacijski sustav u Hrvatskoj te svrha njihova postojanja. Naime, oglasne poruke dio su naše svakodnevice, ali mnogi potrošači nisu svjesni njihovog utjecaja na kreiranje odluke o kupnji ili u nekim slučajevima, štetnog utjecaja na društvo, a posebice na djecu i mlade. Također, analizirani su stvarni primjeri neetičnog oglašavanja iz telekomunikacijske industrije te zaključci Suda časti o istim. Spomenuti primjeri korišteni su u svrhu praktičnog dijela završnog rada, točnije u svrhu istraživanja stavova potrošača o neetičnim oglasnim porukama. The aim of this final work is to test the general knowledge and observation of people about morally dubious advertisement messages The first, theoretical part explains some of the most common concepts in marketing, advertising and market communication. Also, explained is the system of regulatory and self-regulatory in Croatia. Tasks and purpose of the existence of regulatory and self-regulatory systems. Even though advertisements are part of our daily lives, many consumers are unaware of their impact on making a purchase decision or, in some cases, a detrimental effect on society, especially children and young people. Furthermore, this work provides an analysis of actual examples of unethical advertising from the telecommunications industry and the Court of Honor's conclusion about them. The examples mentioned above were used for the practical part of the final work, in fact for the purpose of exploring consumer attitudes about unethical advertising messages.

V diplomskem delu preučujem vlogo primere, metafore in metonimije v petinštiridesetih oglasnih besedilih tiskanih oglasov in plakatov, ki so bili predstavljeni na Slovenskem oglaševalskem festivalu 2018. Po uvodu in predstavitvi tropov na področju literarne vede se obravnava tropov prenese na področje jezikovno-stilnega pristopa k oglasnim besedilom (Korošec 2005). Raziskovalni vprašanji diplomskega dela sta povezani z opazovanjem prisotnosti primer, metafor in metonimij v oglasnih besedilih ter spremljanjem njihove vloge pri razvijanju oglasne fabule, slednje samo pri prodajnih oglasih. Osrednji del diplomske naloge prinaša opis vzorca, predstavitev v oglasih uporabljenih primer, metafor in metonimij ter aktualizacijo jezikovno-stilnega pristopa k analizi izbranih oglasov. Nato pojasnim družbeni kontekst oglasov. Sledi predstavitev rezultatov, sklep o zastavljenih hipotezah ter ugotovitve raziskave in utemeljitev prispevka diplomskega dela k razumevanju prisotnosti in vloge tropov na področju oglaševanja. Naloga se zaključi s sklepom, da so izbrane tri oblike tropov v analiziranem vzorcu oglasnih besedil prisotne. Interpretacija zaznave oblik tropov je zelo kompleksna, odvisna tako od oglasnega sobesedila in pribesedilnega dela kot tudi od neposredne naslovnikove izkušnje oz. njegovega dojemanja oglasa. This thesis examines the role of comparations, metaphors and metonymies in the forty-five advertisement texts of printed advertisements and posters, which were presented at the Slovenian Advertising Festival (SOF) 2018. Following a brief introduction and presentation of the role of tropes in literary science, the thesis discusses tropes in the field of linguistic-stylistic approach to advertising texts (Korošec 2005). The research questions of this work observe the presence of comparations, metaphors and metonymies in the advertisement texts and understanding of their (possible) role in the development of the advertisement storyline, but only in sales advertisements. The main part of the thesis describes the research sample, presents the use of comparation, metaphore and metonymy in the advertising texts, as well as the actualization of the linguistic-stylistic approach to the analysis of the selected advertisements. Afterwards, the author explains the social context of the adverstisements. This is followed by the presentation of the results, the conclusion of the hypotheses and the conclusion of the research and justification of the contribution of the thesis to the understanding of the presence and role of tropes in the field of advertising. The thesis concludes that the selected three tropes are present in the analyzed advertising texts. The interpretation of the perception of tropes is very complex, depending on the advertising context and the contextual work as well as on the addressee's individual experience or his/her perception of an advertisement.

Purpose – This research aims to evaluate how the effectiveness of advertisements can vary according to three fundamental variables: the time schedule of message receipt, the media, and the type of advertising message used. Design/methodology/approach – An experiment with 375 university students related to administrative careers was devised, creating 25 work groups that were stimulated by multiple advertisements with different combinations of the described variables. Subsequently, various techniques were applied to evaluate the ads used. Findings and implications – The main results showed that advertisements with musical messages have a greater capacity to be retained in the minds of their recipients; similarly, advertising messages that are transmitted through the use of audiovisual media have a greater capacity to please or attract. Limitation – The main limitation is associated primarily with the characteristics of the sample, as it is a very specific audience, where the influence of other demographic variables, including age, sex, marital status, and living conditions, was not considered. Originality – The results obtained confirm the contributions of previous studies and reveal patterns of behavior related to the impact of the media and the type of advertisement that is used in its potential to stimulate memories in the subjects receiving the message and to please the target audience, fundamentally in the messages aimed at young audiences (university students). In addition, it provides information on how some attributes that distinguish the advertisement, according to the type of advertising messages used, should be considered as an additional criterion for managers to decide on the type of the advertising message, the fair amount to use, and the most beneficial transmission schedule of such advertisements., Svrha – Cilj je istraživanja procijeniti kako se učinkovitost oglasa može razlikovati ovisno o trima ključnim varijablama, to jest o vremenskom rasporedu primanja poruke, mediju i vrsti korištene oglašivačke poruke. Metodološki pristup – Osmišljen je eksperiment u kojem je sudjelovalo 375 studenata poslovnog usmjerenja, a oformljeno je 25 radnih grupa koje su poticane višestrukim oglasima s različitim kombinacijama opisanih varijabli. Potom su primijenjene različite tehnike za procjenu korištenih oglasa. Rezultati i implikacije – Glavni rezultati pokazali su da oglasi s glazbenim porukama imaju veću sposobnost zadržavanja u svijesti primatelja poruke kao i da oglašivačke poruke koje se prenose korištenjem audiovizualnih medija imaju veći kapacitet za ugoditi ili privući. Ograničenja – Glavno ograničenje uglavnom je povezano s karakteristikama uzorka jer je riječ o vrlo specifičnoj populaciji u kojoj utjecaj drugih demografskih varijabli, poput dobi, spola, bračnog statusa, životnih uvjeta, između ostalog, nije razmatran. Doprinos – Dobiveni rezultati potvrđuju doprinose prethodnih istraživanja i otkrivaju obrasce ponašanja povezane s utjecajem medija i vrste korištenog oglasa u odnosu na potencijal poticanja sjećanja u primatelja poruke i ugađanje ciljnoj publici, u osnovi u porukama namijenjenim mladoj publici (studentima). Dodatno, pružaju informacije o tome kako neke atribute, po kojima se oglas razlikuje prema vrsti korištene oglašivačke poruke, treba razmatrati kao dodatni kriterij pri odlučivanju menadžera o vrsti oglašivačke poruke, primjerenoj količini korištenja kao i najpovoljnijem rasporedu prenošenja takvih oglasa.

Marketing polazi od točke zadovoljenja potreba potrošača. Potrošač kupuje proizvode kako bi zadovoljio svoje specifične potrebe, a sam proces donošenja odluke o kupnji prolazi više faza. U tim fazama na potrošača utječe više faktora. Strategija oglašavanja kreira se kako bi dosegla ciljnu publiku, privukla pažnju i potakla na kupnju. Potrošači prenose iskustva, pozitivna ukoliko proizvod ispuni očekivanja, negativna, ukoliko ne ispuni. Mišljenje i iskustva u velikoj mjeri utječu na izbor proizvoda i odluku o kupnji. Razvoj medija i pojava novih otvara nove mogućnosti komuniciranja na relaciji proizvođač-potrošač, te olakšava direktan kontakt. Kreatori oglasa žele da se potrošači pronađu u porukama oglasa, da vide da osobe slične njima koriste te proizvode, te da samim time više povjeruju u oglas. Internet prednjači pred televizijom i ostalim medijima zato što se sve više koristi, može se koristiti za kupovinu, dijeljenje iskustava, kontaktiranje poduzeća, istraživanje informacija. Marketing starts from point of satisfying consumer needs. The consumer purchase product to meet their specific need, and the purchase decision process itself goes through several stages. At these stages, the consumer is influenced by several factors. An advertising strategy is created to reach target audience, to attract attention, and courage purchase. Consumers pass on their experiences, positive if product meets expectations, negative if it fails. Opinions and experiences greatly influence product choices and purchasing decisions. Development of the media brings new possibilities for new communication between producer and consumer, and facilitating direct contact. Ad creators want consumers to find themselves in the message of the ad, see how similar people are using the products, and at the same time, have more confidence in the ad. The Internet is leading in use, television and other media follows, because it is increasingly used, it can be used for shopping, sharing experiences, contacting businesses, researching information.

Social networks such as Facebook, LinkedIn, Instagram and others are packed with information that can be helpful when making a hiring decision. Employers use social networks as a useful tool to help them gather additional information about a candidate who is applying for a job, without requiring additional costs or interacting with the candidate themselves. At the same time, employers are using social networks to advertise job vacancies and to reach a quality workforce faster than their competitors. Whether social networks are used to support the traditional recruitment method or primarily to attract candidates, they are a valuable tool in the recruitment process. In order to study the impact of social networks on the employment process among employers in the Republic of Croatia, a survey was conducted on the use of social networks for employment purposes. The survey results show that the size of the employer and the problems with finding a quality workforce do not affect their views on the use of social networks for employment purposes., Društvene mreže kao što su Facebook, LinkedIn, Instagram i druge prepune su informacija koje mogu pomoći i odmoći prilikom donošenja odluke o zapošljavanju. Poslodavci koriste društvene mreže kao koristan alat koji im pomaže u boljem i bržem upoznavanja kandidata koji se prijavljuje na posao, bez iziskivanja dodatnih troškova ili interakcije sa samim kandidatom. Istovremeno poslodavci koriste društvene mreže kako bi objavili oglase za slobodna radna mjesta te kako bi doprli do kvalitetne radne snage brže od konkurencije. Bez obzira da li se društvene mreže koriste kao potpora tradicionalnom načinu zapošljavanja ili primarno za privlačenje kandidata one predstavljaju vrijedan alat u procesu zapošljavanja. Kako bi se istražio utjecaj društvenih mreža na proces zapošljavanja među poslodavcima u Republici Hrvatskoj provedeno je istraživanje o upotrebi društvenih mreža u svrhu zapošljavanja. Rezultati istraživanja pokazuju da veličina poslodavca i problemi s pronalaskom kvalitetne radne snage ne utječu na njihove stavove o upotrebi društvenih mreža u svrhu zapošljavanja.

Jezikoslovlje ili lingvistika znanstvena je disciplina koja se bavi jezikom. U 20. stoljeću težište se pomaknulo na uporabu jezika u interakciji i konkretnoj komunikacijskoj situaciji. Lingvistika se počinje baviti nadrečeničnim cjelinama, a novom jedinicom istraživanja postaje tekst. Tekstne vrste dijelimo na asertive, direktive, komisive, ekspresive i deklarative. U ovome radu obradili smo uporabne tekstove koji pripadaju direktivima. Analizirali smo pravilnik o ocjenjivanju, oglas, uputu o lijeku i zagonetku te na temelju konstitutivnih i regulativnih načela i elemenata analize tekstnih vrsta potvrdili da su odabrane tekstne vrste tekstovi i da pripadaju direktivima. The scientific study of human language or linguistics is a scientific discipline that deals with language. In the 20th century, the focus shifted to the use of language in interaction and concrete communication situation. Linguistics begins to deal with superordinate entities, and the new unit of research becomes text. Types of text are divided into assertives, directives, commissives, expressives and declaratives. In this paper, we have processed the texts in use which belong to the directives. We have analyzed the rulebook on rating, ad, drug instructions, and riddle. Based on the constituent and regulatory principles and the elements of text types anaylsis, we have verifyed that selected text types are texts and that they belong to the directives.

Mediji danas imaju veliki značaj i može se reći da uspješno manipuliraju osjećajima većine ljudi. Marketinškim stručnjacima važno je poslati poruku koja će biti snažna i imati utjecaj na većinu. Svatko je danas izloženih raznim oglasima i porukama koje su postavljene s ciljem da utječu na osjećaje i ponašanje gledatelja. Tim oglasima i porukama teško se oduprijeti, odnosno skoro pa je nemoguće oduprijeti se. Predmet istraživanja ovog rada odnosi se na analizu apela u oglašavanju. Cilj je ovog rada definirati oglašavanje, analizirati apele u oglašavanju i dati konkretne primjere iz prakse. Svrha je ovog rada teorijski koncept u vezi oglašavanja i apela u oglašavanju primijeniti na konkretne primjere iz prakse. The media is of great importance today and can be said to successfully manipulate the feelings of most people. It is important for marketers to send a message that will be powerful and have an impact on most. Everyone today is exposed to a variety of advertisements and messages that are set up to influence viewers' feelings and behavior. These ads and messages are hard to resist, or nearly impossible to resist. The subject of this paper is related to the analysis of appeals in advertising. The aim of this paper is to define advertising, to analyze appeals in advertising and to give concrete examples from practice. The purpose of this paper is to apply the theoretical concept regarding advertising and appeals in advertising to specific practical examples.

V današnjem času postajajo potrošniki vse zahtevnejši glede želja, potreb in interesov. Posledično postaja tudi oglaševanje pomemben del našega vsakdanjega življenja. Oglaševanje prikazuje predstavljanje ter promoviranje izdelkov in storitev podjetja z namenom povečevanja prodaje ter informiranja strank o izdelkih. Namen diplomskega projekta je predstaviti, kakšne vrste oglaševanja danes v največji meri uporabljajo podjetja ter kakšen vpliv ima to na potrošnike. V prvem delu bomo podrobneje opredelili pojem oglaševanja, sledila bo predstavitev medijev, prek katerih poteka poslovno komuniciranje, dodali bomo tudi prednosti in slabosti, s katerimi se srečujemo pri odločitvah o ustrezni izbiri medija. V drugem delu se bomo osredotočili na cilje oglaševanja in jih podrobneje definirali ter opisali. V tretjem delu bo beseda tekla o značilnostih potrošnikov, katerih raziskovanje in uvrščanje predstavlja pomemben delež pri uspešnem oglaševanju. Vplive oglaševanja na potrošnike bomo predstavili z anketo, na katero je odgovorilo sto udeležencev, ki so bili ključni za našo raziskavo. Anketa je bila sestavljena iz devetih vprašanj, ki so bila skrbno zastavljena in so nam omogočila uspešno raziskavo. Namen tega diplomskega projekta je predstaviti kakšnih vrst oglaševanja se danes v največji meri poslužujejo podjetja ter kakšen vpliv ima to na potrošnike. V prvem delu bomo podrobneje opredelili pojem oglaševanja, sledila bo predstavitev samih medijev preko katerih poteka poslovno komuniciranje, dodali bomo prednosti in slabosti s katerimi se srečujemo pri odločitvah o ustrezni izbiri medija. V drugem delu se bomo osredotočili na cilje oglaševanja in jih podrobneje definirali ter opisali. V tretjem delu bo beseda tekla o značilnostih potrošnikov, katerih raziskovanje in uvrščanje predstavlja pomemben delež pri uspešnem oglaševanju. Vplive oglaševanja na potrošnike bomo predstavili z anketo na katero je odgovorilo 100 udeležencev, le-ti so bili ključni za našo raziskavo. Anketa je bila sestavljena iz devetih vprašanj, ki so bila skrbno zastavljena in nam omogočila uspešno raziskavo. Consumers these days are becoming more and more demanding in regard to their desires, needs, and interests. Consequently marketing's role in our everyday lives is becoming greater than ever. Majority of marketing is company's presentation and promotion of products and services with the intent of maximizing sales and revenue by properly informing potential clients. The purpose of this project is introduction of variety of different marketing techniques that today's companies use, and their effect on consumers. First I will explain marketing in greater detail, before presenting media used in business communication. I will compare pros and cons we face with when chosing different media, followed by the second part, where we will focus on a more detailed definition, description, and goals of advertising. I will conclude with consumers’ traits in the third part and explain how researching, interpreting, and classifying these traits represents a significant share of successful marketing. Marketing's influence on consumers are presented by results of a survey with 100 participant, which this research project is based on. The survey consisted of nine questions that were carefully set up and enabled us to conduct a successful research. The purpose of this project is introduction of variety of different marketing techniques that today's companies use, and their effect on consumers. First I will explain marketing in greater detail, before presenting media used in business communication. I will compare pros and cons we face with when chosing different media, followed by the second part, where we will focus on a more detailed definition, description, and goals of advertising. I will conclude with consumers’ traits in the third part and explain how researching, interpreting, and classifying these traits represents a significant share of successful marketing. Marketing's influence on consumers are presented by results of a survey with 100 participant, which this research project is based on. The survey consisted of nine questions that were carefully set up and enabled us to conduct a successful research

Svakodnevnim porastom broja potražnje nekretnina, pojavila se potreba za sustavom koji će korisnicima pojednostaviti i olakšati upravljanje procesima kupoprodaje te složenim procesima ponude i potražnje za iste. Izrađena programska potpora, aplikacija za operacijski sustav Android, uz pomoć tehnologije Retrofit ostvaruje komunikaciju klijentskog dijela u Javi sa serverskim podsustavom izrađenim na temelju Java Spring Boot okvira. Upravo navedena aplikacija korisnicima omogućuje objavu oglasa za vlastite nekretnine, pretraživanje već postojećih oglasa sustava te sastavljanje vlastitih lista poželjnih stanova. Navedeni sustav ujedno omogućuje i uspostavljanje kontakta između vlasnika stanova i potencijalnih kupaca. With a daily incerase in the number of real easte demands, we came across a need for a system that will allow users to simplify the supply and demand management for apartments. Software that was created, an Android app, uses Retrofit for communication between client side, written in Java, and server side based on Java Spring Boot framework. This application allows users to post ads for their own realestate property, search through already existing ads so they can make their own list of desired apartments. This software also enables the establishment of contact between the owners and the potential buyers.

Cilj projekta web aplikacije za interakciju prilikom zapošljavanja bio je implementirati sustav koji će osobama koje traže posao olakšati pronalazak poslova koji su u skladu sa znanjima i vještinama koje posjeduju, a subjektima koji nude poslove pronalazak zaposlenika koji odgovaraju traženim znanjima i vještinama. Implementiran je moderan i fleksibilan sustav na bazi najnovijih tehnologija za razvoj web aplikacija: „Angular“ razvojni okvir te „Spring boot“ pozadinski sustav. Također, ostvaren je i jednostavan preporučiteljski sustav koji korisnicima tražiteljima posla preporučuje one poslove koji najbolje odgovaraju skupu znanja i vještina koje korisnik posjeduje. Pohrana podataka ostvarena je korištenjem MySQL sustava za rad nad bazama podataka. Budući rad na sustavu uključuje uklanjanje i popravak svih detektiranih pogrešaka i nedostataka sustava, nadogradnju sustava na novije verzije razvojnih okvira te unaprjeđenje sigurnosti sustava. The objective of the web application project for interaction when hiring was to implement a system that will make it easier for job seekers to find jobs that suit their acquired skillset and for employers who offer job positions that require specific skillsets to find candidates who meet the desired requirements. A modern and flexible system was implemented using the latest web application development technologies: the „Angular“ framework and the „Spring boot“ backend framework. A simple recommender system was also implemented which gives the job seeking user recommendations based on the user's set of knowlege and skills. Data storage and handling was accomplished using the MySQL database management system. Future system improvements include removing and fixing all known errors and deficiencies that have been or will be detected, upgrading the system infrastructure to newer framework versions and improving the system security.

Cilj ovog diplomskog rada je ispitati utječu li oglasi u kojima modeli imaju pravilne fizičke proporcije lica i tijela negativno na tjelesno samopoštovanje osobe koja je pod utjecajem oglasa, te na koji način tjelesno samopoštovanje osobe utječe na vjerojatnost kupnje promoviranog proizvoda. Također nastoji se ispitati utječe li dobna skupina i sustav vrijednosti na odnos promatranja oglasa i tjelesnog samopoštovanja. Prethodna istraživanja provedena su na temelju utjecaja masovnih medija kao što su televizija i časopisi na tjelesno samopoštovanje, no glavna svrha ovog rada je da se ispita utjecaj online oglasa na tjelesno samopoštovanje, te na vjerojatnost kupnje promoviranog proizvoda. Prema rezultatima provedene ankete jedino su adolescenti pod negativnim utjecajem i to samo jedne vrste oglasa (one u kojima je istaknuta mršavost), te se njihovo tjelesno samopoštovanje u smislu zadovoljstva težinom smanjuje nakon izlaganja problematičnim oglasima. Također, utvrđeno je kako upravo smanjeno zadovoljstvo tjelesnom težinom smanjuje vjerojatnost kupnje proizvoda oglašavanih oglasima koji ističu mršavost. Stoga je preporuka marketerima da prilikom kreiranja oglasa ne prikazuju mršave modele budući da takvi oglasi utječu negativno na tjelesno samopoštovanje adolescenata, te zbog niskog tjelesnog samopoštovanja neće kupiti oglašavani proizvod.

U ovom završnom radu izrađena je web aplikacija za objavu i prijavu na honorarne poslove. Korisnici se mogu registrirati i izraditi korisničke profile te se isti mogu uređivati i brisati. Korisnici imaju mogućnosti objava oglasa za posao te uređivanje i brisanje istih a i sami mogu pretraživati i filtrirati poslove te se mogu prijaviti na tuđe poslove pri čemu su poslodavci obaviješteni e-poštom. Kao poslodavci, korisnici imaju mogućnosti pregleda svih prijava na njihove poslove te opcije prihvaćanja ili odbijanja prijava pri čemu su potencijali kandidati obaviješteni e-poštom. Kao korisnici koji su se prijavili na poslove, imaju uvid u svoje prijave te njihov status. Iste prijave mogu i otkazati. Nakon odrađenog posla, korisnici se mogu međusobno ocijeniti u smislu da poslodavci ocjenjuju korisnike koji su radili na poslu i obrnuto. Korisnici se međusobno mogu pratiti i prestati pratiti te mogu pregledavati tuđe profile i objave. Isto tako imaju uvid koga prate i tko njih prati. Korisnici se mogu kontaktirati putem forme na njihovim profilnim stranicama. Također postoji mogućnost objave komentara na objavama i poslovima te mogućnosti sviđanja istih. U teorijskom dijelu rada opisane su korištene, struktura projekta, korisnička sučelja i programsko rješenje aplikacije. U praktičnom dijelu rada je izrađena funkcionalna web aplikacija korištenjem web tehnologija koje su i opisane. In this thesis, web application for publishing and applying to freelance jobs was created. Users can register and create their user profiles which can be edited and deleted. Users have the possibilities of publishing job ads which can be edited and deleted while they can also search and filter other user's jobs and apply to them in which case employers are notified by e-mail. As employers, users can check all the job applications for their job ads and have options of accepting or rejecting them in which case the potential candidates are notified by e-mail. As users which have applied to job ads, users have access to their job applications and their status. They can also cancel those as well. After the job is done, users can rate each other in means of recruiters rating the users which have worked on the job and vice versa. Users can follow and unfollow each other and look at other user profiles. They also have an insight into who are they following and who is following them. Users can be contacted by contact forms on their profile pages. There is also a possibility of posting comments on posts and jobs and liking them as well. Theoretical part describes the used techologies, project structure, user interfaces and program solution. In the practical part, the functional web application was made by using the described technologies.

Ovim završnim radom nastoji se naglasiti važnost kreativnosti marketinškog oglašavanja proizvoda i/ili usluga te se ukazuje na ogroman utjecaj oglasnih apela u oglašavanju. Predstavila se podjela oglasnih apela na emocionalne i racionalne apele te se izdvojio apel na strah kao glavna tema ovog rada. Korištenje apela na strah je veoma učestalo i efikasno. Istraživanja pokazuju kako su oglasi koji sadrže apel na strah pamtljiviji i prepoznatljiviji od onih koji sadrže ostale oblike apela. Radom je predstavljena teorijska osnova apela na strah kao i njegova praktična primjena. U sklopu rada provedeno je i istraživanje s ciljem utvrđivanja mišljenja i stavova ispitanika o korištenju apela na strah u oglašavanju te smatraju li kako su apeli koji koriste visoke razine prijetnji i straha uspješniji od onih koji koriste manje, odnosno srednje razine prijetnji i straha. Istraživanja je pokazalo kako ispitanici smatraju kako su oglasi koji koriste visoke razine prijetnji i straha manje uspješni od onih koji koriste manje/srednje razine prijetnji i straha, što se protivi ostalim empiričkim istraživanjima prikazanih radom. The thesis of this paper seeks to emphasize the importance of creativity in marketing advertising of products and/or services, and points to the enormous impact of advertiser appeal in advertising. It featured the division of advertisement appeals to emotional and rational appeals, and it chose the appeals for fear as the main theme of this work. Using appeal to fear is very frequent and efficient. Research shows that ads which contain appeal to fear are more memorable and recognizable than those that contain other forms of appeal. The theoretical basis of the appeal to fear is presented as well as its practical application. In the course of the paper, research was conducted to determine the opinions and attitudes of the respondents about the use of appeal to fear in advertising and whether they think that appeals to fear that are using high levels of threats and fears are more successful than those who use less or medium levels of threats and fears. Research has shown that respondents believe ads with high levels of threats and fears are less successful than those who use less-medium levels of threats and fears, as opposed to other empirical researches presented in the work.