Etika v oglaševanju

delo diplomskega seminarja

Teja Osterc (Author), Vojko Potočan (Mentor)

Abstract

Oglaševanje je oblika tržnega komuniciranja o podjetju samem, izdelkih ali storitvah podjetja in poteka preko množičnih medijev. Oglaševalci skušajo na različne načine pritegniti pozornost potrošnikov in si s tem zagotoviti svoje mesto na trgu. Etično sporno je za mnoge že samo oglaševanje, kot tako, saj vzbuja določena čustva pri porabnikih, ki slabijo razumno odločanje in ravnanje. Etika pa pride še bolj do izraza, če oglaševanje sprejmemo, kot nekaj nujnega in neizbežnega. Namreč, oglaševalci pri oblikovanju in posredovanju sporočil nemalokrat ravnajo neetično s tem, da oglašujejo na tak način, da oglaševanje ni družbeno sprejemljivo, lahko je celo škodljivo in nevarno. Še posebej to velja, če je oglaševanje namenjeno otrokom. Navadno oglaševalci nagovarjajo otroke preko televizije, saj se s tem medijem otrokom najlažje približajo. Etika zahteva pošteno ravnanje, ki ga je mogoče regulirati na različne načine, a najbolj učinkovito sredstvo je pritisk trga, pritisk javnosti, družbe. Etično je to, kar je za družbo sprejemljivo. Zato se moramo vsi boriti za to, da bomo živeli v udobnem, srečnem okolju, kjer bomo brezskrbno vzgajali svoje otroke.

Keywords

oglaševanje;etika;poslovna etika;reklame;zakonodaja;kodeksi;otroci;mediji;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Osterc]
UDC:	659.1:174
COBISS:	11584540
Views:	1614
Downloads:	276
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Ethics in advertising
Secondary abstract:	Advertising is a form of marketing communication of the company itself, products or services of the company via mass media. Advertisers are trying to attract the attention of consumers in different ways and thus ensure their place in the market. But, for many, mere advertising as such is already an ethical issue because it triggers certain emotions in consumers undermining the rational decision-making and behavior. Ethics becomes even more relevant if we accept the advertising as something necessary and inevitable. Namely, when designing and publishing messages, advertisers often act unethically and advertise in a way that is not socially acceptable or it can be harmful and even dangerous. This is especially true if the advertising is aimed at children. Usually advertisers appeal to children via television, as this media can more easily reach children. Ethics requires fair treatment, which can be regulated in different ways, but the most effective means is the market pressure, public pressure, the society. Ethical is what is acceptable to society. Therefore, we must all fight for a comfortable, happy environment in which we can carelessly raise our children.
Secondary keywords:	advertising;ethics;media;children;law;Slovenian Advertising Code;television;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	45 str.
ID:	8728028