Arhetipu izmantošana un nozīme Latvijas tirgū pārstāvēto farmācijas zīmolu reklāmā
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Arhetipu izmantošana un nozīme Latvijas tirgū pārstāvēto farmācijas zīmolu reklāmā” mērķis ir pamatojoties uz zinātnisko literatūru un empīrisko datu analīzi, noteikt, kuri arhetipi ir ietekmīgāki farmācijas zīmolu reklāmas komunikācijā Latvijā. Darba temata aktualitāte ir saistīta ar lielu konkurenci Latvijas farmācijas tirgū, kur zīmoli meklējot ātrāko ceļu pie auditorijas, paļaujas uz spēcīgas emocionālas saiknes veidošanos starp zīmolu un patērētāju. Mērķa sasniegšanai zīmoli izmanto tādu mārketinga komunikācijas veidu kā reklāma, izmantojot dažādus arhetipiskus tēlus un simbolus, lai ātrāk un skaidrāk nodotu savu stāstu.
Bakalaura darbs ir veidots no trim nodaļām. Darba pirmajā daļā, ar monogrāfiskās metodes pielietošanu, ir aprakstīts arhetipa jēdziens, tās sistēma un dažādi arhetipu veidi, kā arī izanalizēta arhetipu izmantošana un nozīme reklāmu komunikācijā un zīmola tēla veidošanā. Satura analīze jeb kontentanalīzes metode tika izmantota darba otrajā nodaļā, lai izanalizētu arhetipu izmantošanu Latvijas tirgū pārstāvēto farmācijas zīmolu reklāmās, pretsāpju līdzekļu zīmolu popularitātes kontekstā. Kā arī darba otrajā daļā tika izmantota abstrakti-loģiskā metode lai formulētu pamatotus spriedumus un secinājumus par arhetipu izmantošanu Latvijas tirgū pārstāvēto farmācijas zīmolu reklāmās. Darba trešajā nodaļā, pielietojot gadījuma analīzes metodi, tiek veikta fokusgrupas diskusija ar mērķi noteikt farmācijas zīmolu reklāmu iedarbīgumu atkarībā no arhetipu izmantošanas tajās. Darbā tiek izmantota arī grafiskā pētījumu metode, lai vizuāli attēlotu būtiskāko informāciju, kā arī novērtētu to darbību.
Būtiskākie pētījuma rezultāti saistīti ar to, ka farmācijas zīmola reklāmā izmantotais arhetips, ietekmē auditorijas viedokli, it īpaši ietekmīgākie reklāmas arhetipi ir tie, kas projicē auditorijas motivāciju stabilitātei, situācijas kontrolei, ka arī ātrai problēmas atrisināšanai un sāpju atbrīvošanai, reklāmas vēstījums šajā gadījumā tika uztverts kā ticamāks, nopietnāks un farmaceitiskajam zīmolam atbilstošāks. Gadīgā un Varoņa arhetipi tika identificēti kā visatbilstošākie un ietekmīgākie arhetipi farmācijas zīmolu reklāmā. Pēc pētījuma veikšanas tika identificēti vairāki priekšlikumi, kas paredzēti farmācijas uzņēmumu mārketinga nodaļas pārstāvjiem un citiem ar farmācijas zīmolu reklāmu saistīta satura veidotājiem. Priekšlikumi ietver sevī ideju par to, ka pirms farmācijas zīmola reklāmas kampaņas izstrādes ir jāizpēta mērķauditorijas motivācija un šai motivācijai atbilstošie reklāmas arhetipi, lai izvairītos no nepareiza un līdz ar to neefektīva arhetipa izmantošanas reklāmas komunikācija.
Bakalaura darba apjoms ir 51 lappuse. Darbā ietverti 16 attēli, 4 tabulas, kā arī pievienoti 4 pielikumi. Darbā izmantoti 47 dažādi informatīvie resursi.
The aim of the bachelor's thesis “The use and significance of archetypes in the advertising of pharmaceutical brands represented on the Latvian market” is to determine, which archetypes are more influential in the advertising of pharmaceutical brands in Latvia, based on the scientific literature and empirical data. The relevance of the topic of the work is connected with the big competition in the Latvian pharmaceutical market, where brands are looking for the fastest way to the audience, counting on the formation of a strong emotional connection between the brand and the consumer. To do this, brands use advertising as a form of marketing communication, using various archetypal images and symbols to communicate their story faster and more clearly. The bachelor's thesis consists of three chapters. The first part of the work, using the monographic method, describes the concept of archetype, its system and different types of archetypes, as well as analyzes the use and role of archetypes in advertising communication and brand image. The content analysis method was used in the second chapter to analyze the use of archetypes in the advertisements of pharmaceutical brands represented in the Latvian market, in the context of the popularity of analgesic brands. Also, in the second part of the work, an abstract-logical method was used to formulate reasonable judgments and conclusions about the use of archetypes in the advertising of pharmaceutical brands represented in the Latvian market. In the third chapter, using a case study method, a focus group discussion is conducted to determine the effectiveness of pharmaceutical brand advertising depending on the use of archetypes in it. The paper also uses a graphical research method to visually represent the most important information, as well as to evaluate their operation. The most important results of the study are related to the fact that the archetype used in pharmaceutical brand advertising influences the audience's opinion, especially the most influential advertising archetypes are those that project audience motivation for stability and control, as more credible, more serious and more in line with the pharmaceutical brand. The Caregiver and Hero archetypes were identified as the most relevant and influential archetypes in pharmaceutical brand advertising. Following the study, a number of proposals were identified for the marketing department of pharmaceutical companies and other content creators related to pharmaceutical brand advertising. The proposals include the idea that the motivation of the target audience and the advertising archetypes corresponding to this motivation should be researched before developing a pharmaceutical brand advertising campaign, in order to avoid incorrect and therefore ineffective use of the archetype in advertising communication. The volume of the bachelor's thesis is 51 pages. The work contains 16 figures, 4 tables, as well as 4 appendices. 47 different informative resour
The aim of the bachelor's thesis “The use and significance of archetypes in the advertising of pharmaceutical brands represented on the Latvian market” is to determine, which archetypes are more influential in the advertising of pharmaceutical brands in Latvia, based on the scientific literature and empirical data. The relevance of the topic of the work is connected with the big competition in the Latvian pharmaceutical market, where brands are looking for the fastest way to the audience, counting on the formation of a strong emotional connection between the brand and the consumer. To do this, brands use advertising as a form of marketing communication, using various archetypal images and symbols to communicate their story faster and more clearly. The bachelor's thesis consists of three chapters. The first part of the work, using the monographic method, describes the concept of archetype, its system and different types of archetypes, as well as analyzes the use and role of archetypes in advertising communication and brand image. The content analysis method was used in the second chapter to analyze the use of archetypes in the advertisements of pharmaceutical brands represented in the Latvian market, in the context of the popularity of analgesic brands. Also, in the second part of the work, an abstract-logical method was used to formulate reasonable judgments and conclusions about the use of archetypes in the advertising of pharmaceutical brands represented in the Latvian market. In the third chapter, using a case study method, a focus group discussion is conducted to determine the effectiveness of pharmaceutical brand advertising depending on the use of archetypes in it. The paper also uses a graphical research method to visually represent the most important information, as well as to evaluate their operation. The most important results of the study are related to the fact that the archetype used in pharmaceutical brand advertising influences the audience's opinion, especially the most influential advertising archetypes are those that project audience motivation for stability and control, as more credible, more serious and more in line with the pharmaceutical brand. The Caregiver and Hero archetypes were identified as the most relevant and influential archetypes in pharmaceutical brand advertising. Following the study, a number of proposals were identified for the marketing department of pharmaceutical companies and other content creators related to pharmaceutical brand advertising. The proposals include the idea that the motivation of the target audience and the advertising archetypes corresponding to this motivation should be researched before developing a pharmaceutical brand advertising campaign, in order to avoid incorrect and therefore ineffective use of the archetype in advertising communication. The volume of the bachelor's thesis is 51 pages. The work contains 16 figures, 4 tables, as well as 4 appendices. 47 different informative resour
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
arhetips, reklāmas komunikācija, zīmols, zīmola tēls, archetype, advertising communication, brand, brand image