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Marketing
2014, vol. 45, br. 1, str. 50-62
jezik rada: engleski
vrsta rada: prethodno saopštenje
objavljeno: 04/07/2014
doi: 10.5937/markt1401050N
Helvetika kao tipo konvencija za mladalački i trend imidž - odgovor potrošača na sigurnu opciju dizajnera
Univerzitet u Novom Sadu, Fakultet tehničkih nauka, Institut/odsek Grafičko inženjerstvo i dizajn

e-adresa: urosned@uns.ac.rs, novakd@uns.ac.rs, irma@uns.ac.rs, tomic@uns.ac.rs

Sažetak

U oglašavanju, tipografija se smatra za važan i obavezan element. Jedno od najistaknutijih tipografskih pisama današnjice je svakako Helvetika, čime je ovo pismo odredilo i središte našeg istraživanja. Cilj ovog istraživanja bio je da se ispita konotativno značenje pisma Helvetika, u vremenu u kojem je ovom pismu obnovljena popularnosti. Mi smo ispitivali odgovor potrošača na oglase sa Helvetikom kao dominantnim izražajnim sredstvom. Rezultati ukazuju da emocionalni odgovor na oglase u kojima dominira Helvetika pismo, nije veći u odnosu na oglase oblikovane drugim pismima, što ukazuje na to da Helvetika nije 'emocionalno pismo'. Međutim, nalazimo da ispitanici ipak preferiraju oglase koji koriste Helvetiku u oblikovanju slogana, teksta oglasa i logotipa brenda. Zaključujemo da, iako Helvetika danas nakon obnovljene popularnosti predstavlja tipo konvenciju za mladalački i trend imidž, mi ovom pismu ne možemo pripisati nove ubeđivačke atribute.

Ključne reči

Oglašavanje; tipografija; tipografsko pismo; Helvetika; odgovor potrošača; emocionalni odgovor; tipo konvencija

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