Etika v oglaševanju

delo diplomskega seminarja

Mateja Bračko (Author), Vojko Potočan (Mentor)

Abstract

Oglaševanje je vsekakor eden najboljših načinov za komuniciranje z možnimi odjemalci. Z oglaševanjem lahko dosežemo veliko število ljudi in jim tako prenesemo želeno sporočilo. To lahko dosežemo s pomočjo različnih medijev, kot so televizija, radio, časopisi, revije, plakati, itn. Glavni elementi oglasa so naslov, slika, besedilo, logotip in slogan. Veliko oglaševalcev pogosto uporablja za osrednjo sliko prav figuro otroka in za marsikoga je to moralno in etično sporno. Kljub urejeni zakonodaji in uveljavljenem Slovenskem oglaševalskem kodeksu še velikokrat zasledimo kakšen oglas, ki je etično sporen. Najbolj sporni so seveda tisti, kjer nastopajo otroci in oglašujejo zanje neprimerne izdelke. Največji problem se dogaja ravno pri zakonodaji, ki je urejena preveč ohlapno. Etika je nekaj, kar zahteva pošteno ravnanje tako v poslovnem svetu kot tudi v zasebnem življenju, tako da menimo, da oglaševalci ne bi smeli zlorabljati zaupanja mladih in njihove neizkušenosti z namenom, da bi zaslužili.

Keywords

oglaševanje;mediji;reklama;otroci;mladostniki;etika;poslovna etika;zakonodaja;kodeksi;

Data

Language:	Slovenian
Year of publishing:	2011
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Bračko]
UDC:	659.1:174
COBISS:	10858524
Views:	2265
Downloads:	391
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Ethics in advertising
Secondary abstract:	Advertising is certainly one of the best ways to communicate with potential customers. With advertising we can reach large number of people and transfer them the desired message. This can be achieved through various media such as television, radio, newspapers, magazines, posters, etc. The main elements of the advertisement are headlines, image, text, logo and slogan. Many advertisers are using a figure of a child for the central picture and this is morally and ethically questionable for many people. In spite of tidy legislation and established Slovenia advertising regulations can still several times come across some advertisement that is ethically questionable. Certainly the most questionable advertisements are the advertisements where children are performing and they promote inappropriate products for them. The biggest problem is occurring at legislation that is arranged, but loosely. Ethics is something that claims proper treatment in business world and in private life so we think that advertisers wouldn’t be allowed to abuse young’s trust and their inexperience, with intention to earn money.
Secondary keywords:	advertisement;media;children;youths;ethics;ethical business;ethical dilemmas;legislation;Slovenian advertising regulations;self regulations;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	52 str.
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;philosophy;psychology;filozofija;psihologija;moral philosophy;ethics;practical philosophy;moralna filozofija;etika;praktična filozofija;
ID:	1015320