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undergraduate thesis
Oglašavanje društveno kontroverznih proizvoda
2018. urn:nbn:hr:145:029808
Božić, Marijana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Božić, M. (2018). Oglašavanje društveno kontroverznih proizvoda (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:029808

Božić, Marijana. "Oglašavanje društveno kontroverznih proizvoda." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:029808

Božić, Marijana. "Oglašavanje društveno kontroverznih proizvoda." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:029808

Božić, M. (2018). 'Oglašavanje društveno kontroverznih proizvoda', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:029808

Božić M. Oglašavanje društveno kontroverznih proizvoda [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 January 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:029808

M. Božić, "Oglašavanje društveno kontroverznih proizvoda", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:029808

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Metadata
TitleOglašavanje društveno kontroverznih proizvoda
Title (english)Advertising socially controversial products
AuthorMarijana Božić
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:029808
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-12-14 11:10:21