Povezanost spornega oglaševanja s stališči in nakupnimi namerami potrošnikov

magistrsko delo

Pavel Kačič (Author), Borut Milfelner (Mentor)

Abstract

Zaradi vse večje zasičenosti oglaševalskega prostora oglaševalci v želji po izstopanju in pritegnitvi pozornosti redno posegajo po nevsakdanjih prijemih pri ustvarjanju oglaševalskih kampanj in uporabi neortodoksnih oglaševalskih tehnik. Namen magistrske naloge je dobiti vpogled v do zdaj še neraziskano področje v slovenskem oglaševalskem prostoru, tj. sporno oglaševanje oz. uporaba spornih vsebin, kot so vsebine spolnosti, nasilja, rasnih, verskih in drugih diskriminacij, obscenosti ipd., v oglaševalske namene in sam odnos potrošnikov do uporabe tega. Ugotovitve raziskave nakazujejo na to, da slovenski potrošniki sporno oglaševanje vidijo v pretežno indiferentni luči ali pa je njihov odnos do omenjenega raziskovalnega problema bolj negativne narave. Prav tako so bile opažene razlike med moškimi in ženskami, ženske namreč sporno oglaševanje doživljajo bolj negativno. Temeljni ugotovitvi raziskave pa sta obsegali vpliv spornega oglaševanja na nakupne namere odjemalcev in njihovo doživljanje oglaševanega izdelka. Ta vpliv je bil v obeh primerih negativen, kar še dodatno izpodbija odločanje za uporabo spornega oglaševanja.

Keywords

oglaševanje;sporno oglaševanje;sporne vsebine;poslovna etika;potrošniki;nakupno vedenje;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[P. Kačič]
UDC:	659.1
COBISS:	74807043
Views:	265
Downloads:	41
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂconnection between controversial advertising and consumer's positions, views and purchasing intentions
Secondary abstract:	Due to the increasing saturation of the advertising space, advertisers in the desire to stand out and attract attention often resort to usage of unusual approaches in creating advertising campaigns, as well as usage of unorthodox advertising techniques. The main goal of this master's thesis is to gain insight into the unexplored territory in the Slovenian advertising space, ie. controversial advertising or the use of controversial content, such as the content of sexuality, violence, racial, religious and other discrimination, obscenity, etc., for advertising purposes and the attitude of consumers towards the use of it. The findings of the research indicate that Slovenian consumers see the controversial advertising in a predominantly indifferent light, or that their attitude towards the mentioned research problem is of a more negative nature. Differences between men and women have also been observed, as the latter perceive the controversial advertising more negatively. The fundamental findings of the research included the impact of the controversial advertising on the purchasing intentions of customers and their opinion about the advertised product. This impact was negative in both cases, which further challenges the argument for the use of the controversial advertising.
Secondary keywords:	Advertising;controversial advertising;ethics in advertising;controversial content;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	103 str., 5 str. pril.
ID:	12853579