Etičke implikacije oglašavanja usmjerenog prema djeci u prehrambenoj industriji

master's thesis

• Title (english): Ethical implications of advertising targeting children in food industry
• Author: Marijan Majcenović
• Mentor: Andrea Lučić (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj diplomski rad bavi se oglašavanjem kao oblikom marketinške komunikacije te njegovim etičkim implikacijama na pojedince i društvo. U njemu se razmatra odabir kanala komunikacije, sadržaj koji se komunicira te etičke implikacije tih poruka na percepciju i stavove ciljne skupine potrošača, u ovom slučaju djece sa ciljem istraživanja etičnosti takve vrste oglašavanja. Stoga centralu temu ovoga rada čini oglašavanje prehrambenih proizvoda usmjereno prema djeci. Metoda korištena za istraživački dio rada bila je analiza sadržaja niza promatranih televizijskih oglasa kojom je istraženo 16 varijabli a koje poslužile za ocjenjivanje etičnosti oglašavanja prehrambenih proizvoda djeci u Republici Hrvatskoj. Interpretacijom tih rezultata zaključeno je da postoje opravdani razlozi za zabrinutost građana i institucija jer su u nizu oglasa zamjećeni elementi kršenja etičkih principa oglašavanja usmjerenog djeci. Takvi nalazi u skladu su sa nizom stranih istraživanja no zamjećen je i sličan broj dobrih primjera oglašavanja kroz provedenu analizu tako da ima prostora za poboljšanja.

Abstract (english)

The focus of this paper is advertising as a form of marketing communication and its ethical implications on people and society in general. The paper discusses channels of communication, content of the ads and the relationship between ethical aspects of such advertising on perception on its target audience, in this case the children, in order to make a proper analysis. Advertising of food related products to children as consumers is a central theme to this paper. Main method used for conducting this research was content analysis, conducted by reviewing 16 TV ads in order to test their ethical components. Results showed that there are fair reasons for concern regarding some of the unethical aspects of these targeted ads but the paper also points towards a few positive examples. Conclusion is that ethics of advertising to children is an extremley complicated area whose impacts are not easy to define, as well as the responsibilitiy and the subjects that should be held accountable.

• Keywords: etika; oglašavanje; oglašavanje djeci; analiza sadržaja; oglašavanje hrane
• Keywords (english): ethics; advertising; advertising to children; content analysis; food advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:630616
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-10-03 10:48:13