20.500.12556/DKUM-80468 Analiza vpliva neverbalne komunikacije v televizijskih oglasih na prepričevanje diplomsko delo Analysis of nonverbal communication in television advertising and its influence on persuasion Če želimo nekoga v nekaj prepričati, je pomembno, kakšno neverbalno komunikacijo uporabimo, da dosežemo svoj namen. Namen diplomskega dela je bil raziskati, ali ima izrazitost neverbalne komunikacije v televizijskem oglasu povezavo s prepričljivostjo posameznika. Zanimalo nas je, ali je stopnja izrazitosti neverbalnih znakov v oglasu povezana z zaznano prepričljivostjo oglasa; ali je stopnja izobrazbe udeležencev povezana z zaznano prepričljivostjo oglasa ter ali je spol udeležencev povezan z zaznano prepričljivostjo oglasa. Ugotovili smo, kjer je bila v oglasu neverbalna komunikacija izrazitejša, je ljudi oglas bolj prepričal. Prav tako smo ugotovili, da višja, kot je izobrazba, manjša je prepričljivost posameznika, ter da so oglasi bolj prepričali ženske kot moške. If we want to convince someone of something, it is important what non-verbal communication we use to achieve our goal. The aim of the thesis was to investigate whether the expressiveness of non-verbal communication in a television advertisement has a relationship with the persuasiveness of the individual. We were interested in whether the degree of expressiveness of non-verbal cues in an ad is related to the perceived persuasiveness of the ad; whether the educational level of the participants is related to the perceived persuasiveness of the ad and whether the gender of the participants is related to the perceived persuasiveness of the ad. We found that where there was more non-verbal communication in the ad, people were more persuaded by the ad. We also found that the higher the education level, the less persuasive the individual, and that women were more persuaded by the ads than men. neverbalna komunikacija oglaševanje televizijski oglasi prepričevanje non-verbal communication advertising TV commercials persuasion true true false [K. Žilavec] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-14 14:09:03 2021-10-18 09:25:28 2022-08-09 22:58:50 0000-00-00 00:00:00 2021 0 Maribor 0 Maribor VII, 79 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.113.7:075.2(043.2) 93976323 UN_Zilavec_Katarina_2021.pdf UN_Zilavec_Katarina_2021.pdf 1 A33AD51E1FCD62546818A35747480935 b41852d434e32f022d4bc5c2ac900844fd99520cb7c0b37053b82f5cec471fe5 425be0b3-1556-11ec-8600-00155d581298 20.500.12556/dkum/bf3decd6-034a-425b-9390-c1a990f3c1f7 https://dk.um.si/Dokument.php?lang=slv&id=153820 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0