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Building the image of fashion brands in Croatia
No full textPredmet istraživanja ovog diplomskog rada je uloga marketinga i odnosa s javnošću u
izgradnji imidža modne marke u Hrvatskoj. U teorijskom dijelu rada obrađuju se teme
vezane za modne marke, modno tržište u Hrvatskoj, potrošače na modnom tržištu,
provedbu marketinških aktivnosti, kako izgraditi imidž modne marke uz pomoć odnosa
s javnošću. Neizostavan dio modernog svijeta kojeg ćemo se također dotaknuti u ovom
diplomskom radu su poznate osobe i njihov utjecaj na izgradnju imidža. Izgraditi imidž
modne marke zaista nije lak zadatak budući da živimo u vremenu kada je sve dostupno
u svakom obliku.
U diplomskom radu provedena su dva istraživanja. Prvo, kvantitativno istraživanje
metodom ankete provedeno je među studentima komunikologije na Fakultetu hrvatskih
studija Sveučilišta u Zagrebu. Ispitana su mišljenja studenata vezano za marketing i
odnose s javnošću u izgradnji prepoznatljivog imidža modne marke, te je istraženo
kakav utjecaj modne marke imaju na njih same. U drugom, kvalitativnom istraživanju
provedenom korištenjem metode dubinskog intervjua ispitani su modni dizajneri te
stručnjaci u navedenim područjima marketinga i odnosa s javnošću. S pomoću drugog
istraživanja dobili smo uvid kako su ta dva područja međusobno isprepletena u stvaranju
dobrog imidža modne marke. Stručnjaci iz marketinga i odnosa s javnošću nastojali su
pokazati kako izgraditi imidž, a njihovo je mišljenje uspoređeno s dizajnerima modnih
marki koji su opravdali ili opovrgnuli mišljenje stručnjaka koje ćemo u zaključku
diplomskog rada detaljnije prikazati.The subject of research in this thesis is the role of marketing and public relations in building
the image of a fashion brand in Croatia. The theoretical part of the paper deals with topics
related to fashion brands, the fashion market in Croatia, consumers on the fashion market, the
implementation of marketing activities, how to build the image of a fashion brand with the help
of public relations. An indispensable part of the modern world, which we will also touch on in
this thesis, are famous people and their influence on image building. Building the image of a
fashion brand is really not an easy task since we live in a time when everything is available in
every form.
Two studies were conducted in the diploma thesis. First, quantitative research using the
survey method was conducted among students of communication studies at the Faculty of
Croatian Studies, University of Zagreb. The opinions of students regarding marketing and
public relations in building a recognizable image of a fashion brand were examined, and what
influence fashion brands have on them was investigated. In the second, qualitative research
conducted using the in-depth interview method, fashion designers and experts in the
aforementioned fields of marketing and public relations were examined. With the help of the
second research, we got an insight into how these two areas are intertwined in creating a good
image of a fashion brand. Experts from marketing and public relations tried to show how to
build an image, and their opinion was compared with designers of fashion brands who justified
or refuted the expert's opinion, which we will present in more detail in the conclusion of the
thesis
Croatian Animated Film in the Context of the Croatian Culture
No full textU radu se opisuje početak hrvatskoga animiranoga filma, njegove glavne začetnike poput Dušana Vukotića koji je osvojio Oscara za animirani film. Teorijski dio rada bit će posvećen animiranom filmu, kako je on nastao, o njegovoj povijesti, o samome nastanku hrvatskoga animiranoga filma i Zagrebačke škole crtanog filma te kako i što rade današnji animatori, tj. animatori 21. stoljeća. Istraživački dio rada odnosi se na anonimnu anketu koja će imati pitanja o samoj kulturi i općenito o animiranom filmu. Cilj je ovog rada opisati povijesni pregled animiranoga filma te njegov utjecaj na našu kulturu i provjeriti znanje o animiranome filmu među mladima kao dio opće kulture.This paper describes the beginning of Croatian animated film, its main founders such as Dušan Vukotić, who won the Oscar award for animated film. The theoretical part of the paper will be devoted to animated film, how it was created, its history, the very origin of Croatian animated film and the Zagreb School of Cartoon Film, and how and what today's animators in the 21st century do. The research part of the work refers to an anonymous survey that will have questions about the culture itself and about the animated film in general. The aim of this paper is to describe the historical overview of animated film and its influence on our culture and to check the knowledge of animated film among young people as part of the general culture
Ustaški pokret - unutarnji sukobi između Ante Pavelića i njegovih suradnika
No full textOvaj završni rad fokusirat će se na unutarnje sukobe najvažnijih članova ustaškog
pokreta, odnosno vođe Ante Pavelića i njegovih najbližih suradnika. Pokret je kroz
svojih prvih dvanaest godina prošao kroz mnoge nedaće i probleme, prije nego li se
uspeo na vlast novoosnovane Nezavisne Države Hrvatske (NDH) tijekom proljeća
1941. g., raspadom Kraljevine Jugoslavije. Prvi dio rada obuhvatit će ranu povijest
pokreta i njegov osnutak. Ostatak rada daje na važnosti ulogama Pavelićevih suradnika i
njihovim igrama iza kulisa u cilju osvajanja moći. Najvažniji ljudi pokreta, poput
Slavka Kvaternika, Mladena Lorkovića i sl. bit će detaljnije objašnjeni, budući da su
njihove odluke utjecale na sudbine njihovih života u ratnim i poslijeratnim sudskim
procesima. Također će biti obuhvaćeni i drugi faktori u vlasti NDH, poput Hrvatske
seljačke stranke (HSS) i muslimanske zajednice, s kojom je vrh pokreta gajio dobre
odnose. Cilj ovog rada je objasniti s kojim su se sve problemima borili tadašnji vođe
pokreta, te kako su njihove odluke utjecale na budućnost hrvatskoga naroda i države.This final paper is focusing on internal fighting between dr. Ante Pavelić, leader of the
Ustashe movement, and his closest associates. During their first twelve years,
movement went through a lot of problems and adversities, before gaining power in
newly established Independent State of Croatia (NDH) during the spring of 1941., after
the fall of Kingdom od Yugoslavia. The first part of paper will cover early days of the
movement and its foundation. The rest of the paper emphasizes the roles of Pavelić's
associates and their behind-the-scenes games in order to gain power. The most
important people of the movement, such as Slavko Kvaternik, Mladen Lorković, etc.
will be explained in more detail, since their decisions affected their lives in the war and
post-war trials. Other fractions in the NDH government will also be included, such as
the Croatian Peasant Party (HSS) and the Muslim community, with whom the Ustashe
leadership allied. The aim of this paper is to explain what problems the leaders of the
movement at that time struggled with, and how their decisions affected the future of the
Croatian people and the state
Reading in lementary school: requiered reading and childern's recepction
No full textTema ovoga diplomskoga rada je dječja recepcija bajke i mijenja li se s obzirom na bajku Hansa Christiana Andersen Djevojčica sa šibicama. U prvome dijelu diplomskoga rada obrađivali smo teme koje su usko vezane uz istraživanje, a to su teorija recepcije, dječja književnost, bajka i lektira. Cilj istraživačkog dijela rada je prikazati koliko netipična bajka utječe na dječju recepciju i koliko ju prihvaćaju. Istraživanje je provedeno na petnaestero učenika drugoga razreda osnovne škole uz suglasnost roditelja, ravnatelja škole i učiteljice koja je zadužena za razred u kojem je provedeno istraživanje.The topic of this paper is children's reception of fairy tale and whether it changes with regard to Hans Christian Andersen's fairy tale The Little Match Girl. In the first part of the paper, we deal with topics that are closely related to research, namely the theory of reception, children's literature, fairy tales and reading. The goal of the research part of the paper is to show how much an atipical fairy tale affects children's reception and how much they accept it. The research was conducted on fifteen second-grade elementary school students with the consent of the parents, the school principal and the teacher in charge od the class in witch the research was conducted
Incunabula Bibliothecae Zrinianae in the Manuscripts and Rare Books Department of NUL
No full textOvaj rad se bavi poviješću Nacionalne i sveučilišne knjižnice, njenim nastankom, opusom, i zbirkama. Spominju se sve vrste zbirki i fondova te se poseban naglasak stavlja na Zbirku rukopisa i starih knjiga. U toj cjelini se ukratko opisuje sve što ta Zbirka čuva i što njoj pripada te se ističe fond Knjižnice obitelji Zrinski, tj. Bibliotheca Zriniana. Bibliotheca Zriniana iako broji razna djela u svome fondu, naglasak je na pet inkunabula koje pripadaju toj knjižnici a dospjele su u Zbirku Nacionalne i sveučilišne knjižnice. Različitih su sadržaja i autora, a navode se kronološkim redoslijedom: Sermones de tempore et de sanctis, Summa quae vocatur Catholicon, Malleus maleficarum, Hungariae regum chronica te Liber chronicarum
Digital Communication Channels in Women's Football
No full textOvaj se rad bavi digitalnim komunikacijskim kanalima u ženskom nogometu, kao danas jednim od ključnih čimbenika u promociji, razvoju, interakciji i povezivanju različitih javnosti u sportskoj komunikaciji. S obzirom na brz razvoj tehnologije i sve veću upotrebu digitalnih medija, jasno je da komunikacija igra veliku ulogu u promicanju cjelokupnog sporta pa tako i ženskog nogometa na globalnoj razini. Kroz ovaj rad cilj je istražiti kako digitalni komunikacijski kanali, uključujući društvene mreže, mrežne stranice i drugi digitalni alati, pridonose rastu i vidljivosti ženskog nogometa, angažiranju publike te podizanju svijesti o važnosti ženskog sporta. U radu je predstavljen ženski nogomet u razvojnom kontekstu te sa svojim najvažnijim karakteristikama, a promatran je u kontekstu njene uloge na diseminaciju sadržaja povezanih s ovim sportom prema širim publikama. Ujedno je predstavljena uloga i strateški pristupi u korištenju digitalnih kanala u promociji ženskog nogometa. Primjer uspješne primjene digitalnih komunikacijskih kanala može se vidjeti u Svjetskom nogometnom prvenstvu za žene 2023. godine, održanom u Australiji i Novom Zelandu. Ovaj turnir pokazao je snagu digitalnih medija u povećanju vidljivosti ženskog nogometa. Sveobuhvatne marketinške kampanje na društvenim mrežama, stvaranje sadržaja u stvarnom vremenu i opsežno praćenje putem streaming platformi rezultirali su značajnim globalnim zanimanjem za ovaj sport. Uspjeh u digitalnom prostoru ne samo da je angažirao postojeće navijače, već je i privukao novu publiku, ističući važnost digitalnih kanala u širenju prepoznavanja ženskog nogometa.This thesis examines digital communication channels in women's football, which today play a crucial role in the promotion, development, interaction, and connection of various audiences in sports communication. Given the rapid advancement of technology and the increasing use of digital media, it is clear that communication plays a significant role in promoting the sport as a whole, including women's football, on a global scale. The aim of this paper is to explore how digital communication channels, including social networks, websites, and other digital tools, contribute to the growth and visibility of women's football, engage audiences, and raise awareness about the importance of women's sports. The paper presents women's football in a developmental context, highlighting its key characteristics, and examines its role in disseminating content related to this sport to broader audiences. Additionally, it discusses the role and strategic approaches in using digital channels for promoting women's football. An example of the successful application of digital communication channels can be seen in the 2023 FIFA Women’s World Cup, held in Australia and New Zealand. This tournament demonstrated the power of digital media in increasing the visibility of women’s football. Comprehensive marketing campaigns on social media, real-time content creation, and extensive coverage through streaming platforms resulted in significant global interest in the sport. The success in the digital space not only engaged existing fans but also attracted a new audience, highlighting the importance of digital channels in expanding the recognition of women’s football
The Role of Language in Native Advertising
No full textOvaj završni rad istražuje ulogu jezika u prikrivenom oglašavanju, s naglaskom na njegove primjene u tiskanim medijima, televiziji i na društvenim mrežama. Objašnjava kako oglašivači jezičnim i psihološkim trikovima uklapaju oglase u naizgled klasične televizijske/radijske priloge ili pisane članke. Prikrivenim oglašavanjem testira se kritičko razmišljanje i manipulira se sviješću publike. Ova tehnika često se koristi kako bi se izbjegla očita promidžba koja može izazvati otpor kod publike, i umjesto toga nastoji stvoriti povjerenje, vjerodostojnost ili emocionalnu povezanost. Mnogi se pitaju koliko je etično koristiti sadržaje koji namjerno prikrivaju svoje promotivne namjere, osobito u novinarstvu, gdje bi se očekivala objektivnost i nepristranost. Potrebno je kontinuirano educirati javnost o tome kako prepoznati prikrivene poruke i razvijati medijsku pismenost kako bi se smanjio utjecaj neetičkih marketinških praksi.This thesis explores the role of language in covert advertising, focusing on its applications in print media, television, and social networks. It explains how advertisers use linguistic and psychological tricks to embed advertisements into seemingly traditional TV/radio segments or written articles. Covert advertising tests critical thinking and manipulates audience awareness. This technique is often used to avoid overt promotion, which might provoke resistance from the audience, and instead aims to build trust, credibility, or emotional connection. Many question the ethics of using content that deliberately conceals its promotional intent, especially in journalism, where objectivity and impartiality are expected. There is a need for continuous public education on how to recognize covert messages and to develop media literacy to reduce the impact of unethical marketing practices
Changes in the Concept of Masculinity from Younger to Older Generations
No full textThe aim of this paper is to explore the concepts of masculinity across different generations, providing a comprehensive understanding of how masculinity has evolved and been perceived throughout history. By examining the development of masculinity over time, this study seeks to shed light on the various ways in which masculine identities have been shaped by cultural, social, and historical contexts. Furthermore, the paper aims to offer a deeper insight into what constitutes masculinity by employing a range of theoretical perspectives, including the exploration of different types of masculinity and the application of gender theory. Through this multifaceted approach, the research endeavors to analyze how traditional and contemporary notions of masculinity are constructed, challenged, and transformed across different eras and social settings. Ultimately, the goal is to contribute to a more nuanced and informed discussion about masculinity, its expressions, and its implications for both individuals and society as a whole
