20.500.12556/DKUM-95215 Umeščanje izdelkov v filmski industriji - primerjava med ameriškim in korejskim pristopom Product placement in film industry - a comparison between the american and korean approach Umeščanje izdelkov predstavlja eno ključnih oglaševalskih tehnik v filmski industriji in postavlja nove meje vključenosti in zaznavanja blagovnih znamk. Ameriška in korejska filmska industrija, ki sta trenutno vodilni filmski industriji na svetu in katerih priljubljenost hitro raste, sta pričeli uporabljati različne tehnike in pristope pri umeščanju izdelkov v svoje vsebine. V teoretičnem delu naloge smo tako obravnavali razvoj, oblike in značilnosti umeščanja izdelkov ter razlike med obema industrijama. V empiričnem delu smo izvedli anketno raziskavo med mladimi odraslimi v Sloveniji, kot glavnim segmentom novega filmskega sveta, ki omogoča ogled vsebin v udobnosti doma in na potovanjih. Želeli smo preveriti prepoznavnost umeščanja izdelkov in vpliv na nakupno vedenje. Ugotovili smo, da več kot polovica respondentov zazna umeščanje v filmskih vsebinah, pri čemer je korejska industrija bolj kulturno osredotočena, a ima tehnike, ki so hitreje zaznane in bolj izpostavljene, medtem ko ima ameriška industrija bolj subtilno umeščanje, a izdelki niso tako kulturno povezani in avtentični. Pomembna ugotovitev je, da je že več kot 20 % vseh respondentov vsaj enkrat opravilo nakup izdelka, ki je bil umeščen v film ali serijo, kar potrjuje učinkovitost tega trženjskega pristopa. Sklepno lahko rečemo, da je uspešnost umeščanja izdelkov odvisna od načina vključenosti v sam narativ zgodbe, kulturni kontekst in avtentičnosti umeščenosti. Product placement is one of the key advertising techniques in the film industry and sets new boundaries for brand inclusion and perception. The American and Korean film industries, which are currently the world's leading film industries and whose popularity is growing rapidly, have begun to use various techniques and approaches to place products in their content. In the theoretical part of the thesis, we discussed the types, forms, and characteristics of product placement and the differences between the two industries. In the empirical part, we conducted a survey among young adults in Slovenia, as the main segment of the new film world, which allows viewing content in the comfort of home and while traveling. We wanted to test the recognition of product placement and its impact on purchasing behavior. We found that more than half of the respondents notice product placement in film content, with the Korean industry being more culturally focused but using techniques that are more quickly noticed and more prominent, while the American industry uses more subtle product placement, but the products are not as culturally connected and authentic. An important finding is that more than 20% of all respondents have purchased a product that was placed in a film or series at least once, confirming the effectiveness of this marketing approach. In conclusion, we can say that the success of product placement depends on how it is integrated into the narrative of the story, the cultural context, and the authenticity of the placement. Umeščanje izdelkov filmska industrija Južna Koreja Amerika. Product placement film industry South Korea America. true true false L. Zdolšek] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-09 08:25:17 2025-11-04 12:18:32 2025-11-05 03:12:49 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.62:791 255815683 MAG_Zdolsek_Lucija_2025.pdf MAG_Zdolsek_Lucija_2025.pdf 1 81BA8618CC06ADDC831C6C219B1BE37B d1a972583e87b330e7998755df7f808c5271fcf8f609d450eb4e03a4e9dbefc4 e676a459-a699-11f0-97d1-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199782 Ekonomsko-poslovna fakulteta 0 0 0