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master's thesis
Preko djece do roditelja - (ne)etičnost u oglašavanju
2017. urn:nbn:hr:145:379403
Antunović, Elizabeta
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Interdisciplinary Courses

Cite this document

Antunović, E. (2017). Preko djece do roditelja - (ne)etičnost u oglašavanju (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:379403

Antunović, Elizabeta. "Preko djece do roditelja - (ne)etičnost u oglašavanju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:379403

Antunović, Elizabeta. "Preko djece do roditelja - (ne)etičnost u oglašavanju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:379403

Antunović, E. (2017). 'Preko djece do roditelja - (ne)etičnost u oglašavanju', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:379403

Antunović E. Preko djece do roditelja - (ne)etičnost u oglašavanju [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:145:379403

E. Antunović, "Preko djece do roditelja - (ne)etičnost u oglašavanju", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:379403

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Metadata
TitlePreko djece do roditelja - (ne)etičnost u oglašavanju
Title (english)USING CHILDREN TO INFLUENCE PARENTS: UNETHICAL ADVERTISING
AuthorElizabeta Antunović
MentorJulia Perić (mentor)
Committee memberJulia Perić (predsjednik povjerenstva)
Committee memberAnamarija Delić (član povjerenstva)
Committee memberLjerka Sedlan König (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Interdisciplinary Courses)
Osijek
Defense date and country2017-03-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Economics of Entrepreneurship
Abstract
Etika u oglašavanju predstavlja izazov kako za oglašivače tako i za kupce kojima su oglasi i namijenjeni. Vrlo često, oglašivači svoju ciljnu skupinu vide upravo u djeci, a postojanje zakonskih regulativa i etičkih kodeksa u oglašavanju ne garantira zaštitu djece kao najosjetljivije ciljne skupine. Zbog toga su reklame namijenjene djeci često predmet rasprave njihove (ne)etičnosti. Korištenjem dječjeg lika za reklamiranje proizvoda ili u kampanjama koje nisu namijenjene njihovoj dobnoj skupini, poput duhanskih proizvoda, modnih časopisa ili pak kampanja za zaštitu okoliša, oglašivači se dovode u zonu ne etičnosti. Posljedični utjecaj, kojeg oglašavanjem djeci kompanije žele utjecati na roditelje kao kupce, također je bitno pitanje same poslovne etike nekog poduzeća. Današnji sve veći problem materijalizma posljedica je načina života u kojoj mediji ne filtriraju poruke koje šalju gledateljima svih dobnih skupina. A sve veće oslanjanje na tehnologiju dovodi do situacije u kojoj su djeci lako dostupna prostranstva Interneta od kojih ih roditelji često ne mogu ili ne znaju zaštititi. Svjetska istraživanja potvrđuju sve veći utjecaj djece na roditeljske kupovne navike i preuzimanje kontrole same djece u donošenju odluka o kupnji. Istraživanjem provedenom anketom, u ovome radu, pokušali smo dobiti uvid u prepoznavanje (ne)etičnosti u oglašavanju od strane roditelja kao i mjeru utjecaja koju djeca ispitanika imaju na njihove kupovne navike.
Abstract (english)
When it comes to advertising industry, ethics represents a challenge for the advertisers and the target audience alike. Advertisers very often consider children as their target audience and the law regulations and the ethical codex are not a guarantee that the children, as the most vulnerable target audience, would be protected. Therefore, the children-targeted advertisements are often considered unethical. When using a child in order to promote a product or in campaigns which are not appropriate for their age, such as tobacco products, fashion magazines, or even environmental protection campaigns, advertisers enter the zone which might be considered unethical. Companies are trying to affect parents as potential buyers, which represents a major point in a company’s business ethic. Nowadays, materialism is a direct consequence of a lifestyle where media do not filter messages that are sent to audiences of all ages. Also, the increasing reliance on technology leads to a situation where the children have an easy Internet access which limits the parents’ ability to protect them. Contemporary research confirm an increasing influence that the children possess over their parents’ shopping habits, and even indicate a takeover when it comes to making shopping decisions. Using a survey, we have tried to determine the level of parents’ recognition when it comes to unethical advertising, as well as the influence that the children have on their parents’ shopping habits.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:379403
Study programmeTitle: Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-04-28 06:57:51