Title Oglašavanje društveno kontroverznih proizvoda Title (english) Advertising socially controversial products Author Marijana Božić Mentor Davorin Turkalj (mentor)Committee member Davorin Turkalj (predsjednik povjerenstva)Committee member Zdravko Tolušić (član povjerenstva)Committee member Branko Matić (član povjerenstva)Granter Josip Juraj Strossmayer University of Osijek Defense date and country 2018-09-25, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Danas je oglašavanje dostupnije nego ikad. Mnogi mediji potiču oglašavanje jer im je to velik izvor
zarade. Nekada je oglašavanje bilo liberalnije po pitanju nekih društveno kontroverznih oglasa,
poput onih vezanih za cigarete, alkohol ili seks. Danas ipak postoje određeni zakoni i pravila o
oglašavanju koja na neki način ograničavaju slobodu ovoj vrsti oglasa. Tema ovog završnog rada
je upravo oglašavanje takvih vrsta oglasa.
Oglašavanje je plaćeni oblik komunikacije s ciljem informiranja ili poticanja kupca na neki
proizvod ili uslugu. Krajnji cilj svakog oglašavanja je prodaja proizvoda, a samim time i dobit od
prodaje istih. Velike etičke dileme u marketingu su je li etično oglašavati alkohol, cigarete,
kockanje ili pornografiju. Veliki broj država pokušava spriječiti ili potpuno zabraniti takvu vrstu
oglašavanja jer šteti pojedinom skupinama ljudi i zapravo služi samo za stjecanje dobiti. Upravo
zbog toga današnji mediji se koriste subliminalnim porukama, kao što su pojedine riječi, slike ili
tonovi.
Društveno kontroverzni proizvodi su oni proizvodi koji ostavljaju osjećaj nelagode kod kupaca te
su zbog toga zakonom ograničeni. To su: alkohol, cigarete, kockanje, oružje, seks i apeli na seks.
Oglašavanje duhana prvi puta se pojavljuje u New Yorku. Sponzorstvo je oblik ulaganja u različite
događaje ili uzrok s ciljem postizanja cilja poduzeća. Danas, u mnogobrojnim oglasima možemo
vidjeti apele na seks koji su svakodnevno prisutni u gotovo svim sferama života. Kockanje
svakodnevno postaje sve veći problem u društvu jer izaziva ovisnost koja utječe na mlade koji
kreću kockati za manje iznose što prelazi u sve veće iznose i dovodi do krađa, zaduživanja i
ovisnosti.
Većina zemalja na svijetu ima propisane zakone vezane za oglašavanje. Zaključak je kako
oglašavanje kontroverznih proizvoda je i danas vrlo prisutno, čak i više nego prije. Najveći problem
su djeca i mladi koji su na internetu nezaštićeni od ovih vrsta oglasa te se postavlja pitanje koliko
liberalizacija interneta zapravo ima efekta na psihološki razvoj djeteta, ali i na percepciju odraslih.
Svakako je nužno uvesti strože mjere, no problem je nadgledanje oglašavanja, posebno na
internetu.
Abstract (english) Today advertising is more available than ever. Today many mass medias stimulate advertising
because they get a lot of profit. In past advertising was more liberal in case some socially
controversial advertisements, like those for cigarettes, alcohol or sex. Today there are many laws
and rules for advertising which on some way limit the liberty for this kind of advertisements.
Central theme of this thesis is advertising of such advertisements.
Advertising is paid way of communication which purpose is to inform or to stimulate buyers on
some product or service. The final purpose of advertising is selling products and earning money.
Big ethics dilemmas in marketing are such as is it ethical to advertise alcohol, cigarettes, gambling
or pornography. Many countries are attempting to stop or forbid such advertisement because it
hurts some people and only purpose is to get money. So, many modern electronic and other medias
are using subliminal messages, such as some words, pictures or sounds.
Social controversial products are those products that give feeling of discomfort and they are limited
by law. They are: alcohol, cigarettes, gambling, weapons, sex and appeals on sex. Advertisement
of tobacco first time appeared in New York. Sponsorship is the way of investment in different
events and with purpose to get purpose of some company. Today, in many ads, we can see appeals
to sex that are present every day in almost all spheres of life. Gambling is becoming an increasingly
big problem in society as it triggers addictions that affect young people who gamble for smaller
amounts that go higher and lead to stealing, borrowing and addiction.
Most countries have laws for advertisement. The conclusion is that advertisement of controversial
products is very often today, even more than in past. Huge problem are children and teenagers who
are unprotected from this kind of advertisements on the Internet, so many people ask themselves
how much liberalization of the Internet has an influence in psychological development of child and
in perception of adults. It is necessary to get strict measures, but problem is monitoring of
advertisement, especially on the Internet.
Keywords
oglašavanje
kontroverzni proizvodi
pušenje
alkohol
pornografija
kockanje
Keywords (english)
advertising
controversial products
smoking
alcohol
pornography
gambling
Language croatian URN:NBN urn:nbn:hr:145:029808 Study programme Title: Marketing Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2018-12-14 11:10:21
