magistrsko delo
Maša Čarni (Author), Klement Podnar (Mentor)

Abstract

Politična korektnost je poskus vzpostavitev tolerantnosti in družbenih norm z namenom zaščite občutljivih skupin, z različnimi tehnikami posega v jezik in vedenje. S strahom pred (ne)namerno žalitvijo tako uporabljamo na novo ustvarjene politično korektne izraze, ob tem pa izgubljamo spontanost v izražanju. Občutljive skupine so vedno bolj ozaveščene o svojih pravicah. Nova tehnologija je ustvarila prostor, kjer lahko občutljive skupine opozarjajo na morebitne politično nekorektne elemente. Vedno večja pomembnost politične korektnosti v družbi pa pomembno vpliva tudi na blagovne znamke in oglaševanje. Snovalci oglasov z različnimi kreativnimi strategijami iščejo načine, kako v nepregledni množici oglasnih sporočil izstopati ter ustvariti politično korektna oglasna sporočila, ki gradijo verodostojnost blagovne znamke. Biti politično korekten v oglaševanju pomeni zavedati se vpliva, ki ga imajo lahko jezik, podobe, besede, glasba itn. na različne skupine ljudi ter si prizadevati za uporabo elementov, ki so vključujoči, spoštljivi in ne krepijo škodljivih stereotipov ali predsodkov. Eden večjih izzivov snovalcev oglasov je dejstvo, da je razumevanje politične korektnosti subjektivno, kar otežuje ustvarjalni proces. Z namenom, da ustvarijo politično korektne oglase, se zato pogosto samocenzurirajo, ali pa jim omejitve, glede na občutljivost ciljnih skupin, postavijo naročniki.

Keywords

politična korektnost;oglaševanje;kreativnost;samocenzura;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Čarni]
UDC: 659.1(043.2)
COBISS: 166345219 Link will open in a new window
Views: 32
Downloads: 1
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Other data

Secondary language: English
Secondary title: Political correctness and its impact on advertisers' self-censorship and creativity
Secondary abstract: Political correctness is an attempt to establish tolerance and social norms to protect vulnerable groups. It intervenes in language and behaviour through a variety of techniques. Fearing (un)intentional offense, we thus use newly created politically correct expressions, which might lead to losing spontaneity in communication. Sensitive groups are increasingly aware of their rights. New technology has created a space where sensitive groups can point out potentially politically incorrect elements. The growing importance of political correctness in society has important implications for brands and advertising. Through creative strategies, ad creators are searching for ways to stand out in the clutter of advertising messages and create politically correct ad messages that build brand credibility. Being politically correct in advertising means being aware of the impact that language, images, words, music, etc. can have on different groups of people and striving to use inclusive and respectful elements that do not reinforce harmful stereotypes or prejudices. The fact that the understanding of political correctness is subjective is one of the biggest challenges for ad creators, which makes the creative process difficult. To create politically correct ads, they often self-censor or are restricted by their clients, depending on the sensitivity of the target groups.
Secondary keywords: political correctness;advertising;creativity;self-censorship;Oglaševanje;Ustvarjalnost;Cenzura;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 150 str.
ID: 19981777