Etika oglaševanja

delo diplomskega seminarja

Laura Mlakar (Author), Vojko Potočan (Mentor)

Abstract

Etika je del našega življenja. Vključena je v naš vsak dan, kar pomeni da se srečujemo z njo v poslovnem in socialnem okolju. Meja med etičnim in neetičnim je marsikdaj zelo tanka in jo lahko nevede prestopimo. Edino določilo za prestop meje so zakoni. Na žalost se srečujemo z etično spornimi oglasi tudi v slovenskem oglaševalskem prostoru. Glavni cilj oglaševalcev je še vedno prodaja in ne zadovoljstvo odjemalcev. Oglaševanje nas spremlja na vsakem koraku našega življenja. Ne glede na to, ali se vozimo v avtomobilu, hodimo po parku ali jemo v najljubši restavraciji, lahko zasledimo oglasna sporočila. Vsako leto podjetja namenijo vedno več kapitala za oglaševanje njihovega produkta. Zelo težko je biti opažen med tako veliko množico različnih izdelkov. Preživijo le tisti, ki uspešno predstavijo svoje produkte širši množici odjemalcev. V tej želji po profitu, pa oglaševalci hitro prestopijo mejo etičnosti. Vsi se zavedamo, da so otroci naše največje bogastvo in tako se moramo tudi obnašati do njih. To velja predvsem za oglaševalce, ki otroke »zlorabljajo« s svojimi oglasnimi sporočili. Zavedajo se, da so otroci neizkušeni in posledično naivni. Oglaševalci odlično vplivajo na otroke, če v oglasu uporabijo zanimive like, glasbo, žive barve in preproste slogane. Veliko oglasov si interpretirajo napačno. Naša naloga pa je, da otroku pojasnimo dejanski pomen oglasa. V diplomskem seminarju bom pojasnila osnovne pojme kot so etika, oglaševanje in etika oglaševanja v povezavi z otroci. Zelo pomembno je, da razumemo te pojme in jih tudi spoštujemo. Predstavila bom nekaj etično spornih oglasov, ki so dobesedno šokirali širšo javnost, oglaševalci pa so se kljub temu izgovarjali, da si oglasa nismo pravilno razlagali. V diplomskem seminarju bom zajela teoretična izhodišča različnih avtorjev. Čeprav je etika oglaševanja v Sloveniji slabo raziskana, zasledimo iz leta v leto več podjetij, ki se ukvarjajo prav z etiko oglaševanja in produkcijo oglasov. Moj predlog za izboljšanje situacije na izbranem področju, pa so vsekakor zakoni, ki bi morali biti bolje dodelani in v primeru kršitve strožje sankcije. Mislim, da bi bil to dovolj velik razlog za spoštovanje etike.

Keywords

oglaševanje;etika;poslovna etika;otroci;kodeksi;

Data

Language:	Slovenian
Year of publishing:	2012
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[L. Mlakar]
UDC:	659.1:174
COBISS:	11265564
Views:	1331
Downloads:	138
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising ethics
Secondary abstract:	Ethics has become a very important part of our life and it is included in our every day rutine, which means that we face it in business and social environments. Border between ethical and unethical is most of the time very thin and it is easy to cross it. The only restriction for crossing the border are laws. Sadly we come across with unethical advertising also in Slovenia. The main purpose for advertisers has always been money and not the satisfaction of buyers. Advertising is surrounding us in every step of our life, for example we come across it even when we are driving a car, walking in the park or eating in our favorite restaurant. Every year companies give more money for advertising their product, because it is very hard to be seen among a lot of products. Only those who presents their products to a wider population survives. In this persecution of profit advertisers quickly cross the thin line of ethical an un ethical. We all know that our children are our biggest fortune and we have to behave in this way. The previous statement is important especially for advertisers who take advantage of children with their ads. They know that children are inexperienced and naïve. Advertisers are expert for manipulation of children; so many ads are misunderstood by children. It is our task to explain the correct meaning of ads to our children. In my thesis I am going to explain basic concepts of ethics, advertising and ethics of advertising in conjunction with children. It is very important to understand and respect these concepts. I am going to present some unethical ads, that shocked public, but advertisers did not do anything, they just said that the public misunderstood them. Although the ethics of advertising is poorly researched in Slovenia, every year we come across more and more companies, which are dealing with ethics of advertising. My proposals for improving the situation in selected area are improved laws and more severe penalties. I think that improved laws and severe penalties are enough to respect the ethics.
Secondary keywords:	Ethics;advertising and ethics of advertising in conjunction with children;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	46 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:	992054