2008. gada sociālās reklāmas kampaņas "Latvijas Valsts mežos" efektu analīze
Date
2009
Authors
Lauka, Arta
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Bakalaura darba tēma ir „2008. Gada sociālās reklāmas kampaņas „Latvijas valsts mežos” efektu analīze”. Tajā aplūkotas Latvijas valsts mežu struktūrvienības „mammadaba” 2008. gadā veidotā sociālās reklāmas kampaņa. Viens no pētījuma mērķiem ir noskaidrot vai jaunieši šo kampaņu ir pamanījuši un atceras. Izmantojot semiotisko analīzi tiek pētīti kampaņas reklāmas video, noskaidrojot tajos lietotās zīmes un simbolu.
Darba teorētisko bāzi veido sociālā mārketinga un reklāmas teorijas balstoties uz P. Kotlera, K., J. Kellija, R. V. Edvardsa un citu autoru teorijām, kā arī par vides ētiku lielākoties pamatojoties uz T, A. Mappes un J., S. Zembatija viedokļiem.
Pētījuma metodoloģiskajā daļā aplūkota semiotika, anketas veidošana un aptaujas veikšana. Pētnieciskā problēma ir pozitīvo un neuzbāzīgo reklāmu atstātais efekts uz jauniešu auditoriju.
Bachelor’s works theme is “Social advertising campaign "Latvijas Valsts mežos" 2008 and its effect analysis”. It examines the advertising campaign created by “mammadaba” – a department of “Latvian National Greenwood”. One of the goals of this research is to ascertain whether youth has noticed this campaign and still remembers it. To establish signs and symbols use in the campaign its video ads are analyses using semiotics. The theoretical part of this work contains social advertising and marketing theories based on P. Kotler, K. J. Kelly, R. W. Edwards and other authors, and theories on environmental ethics mostly as viewed by T, A. Mappes and J., S. Zembaty. Methodological part of this work looks at semiotics and surveys. The research problem is the effects that this positive and unobtrusive campaign has had on the young generation.
Bachelor’s works theme is “Social advertising campaign "Latvijas Valsts mežos" 2008 and its effect analysis”. It examines the advertising campaign created by “mammadaba” – a department of “Latvian National Greenwood”. One of the goals of this research is to ascertain whether youth has noticed this campaign and still remembers it. To establish signs and symbols use in the campaign its video ads are analyses using semiotics. The theoretical part of this work contains social advertising and marketing theories based on P. Kotler, K. J. Kelly, R. W. Edwards and other authors, and theories on environmental ethics mostly as viewed by T, A. Mappes and J., S. Zembaty. Methodological part of this work looks at semiotics and surveys. The research problem is the effects that this positive and unobtrusive campaign has had on the young generation.
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