Oglaševalska etika

delo diplomskega seminarja

Alen Jelšek (Author), Vojko Potočan (Mentor)

Abstract

V diplomskem seminarju smo v teoretičnem delu opisali oglaševalsko etiko. Pojasnili smo pojem etike in oglaševanja, za lažje razumevanje pa, kaj besedi pomenita ter kakšen pomen imata. Opredelili smo pojem oglaševanja, izpostavili kritike, oglaševalske medije ter splošna in temeljna pravila. Izpostavili smo etičnost in neetičnost oglasov, zakaj prihaja do njih in kako jih prepoznamo. V današnjem času se vsakodnevno pojavljajo tako etični kot neetični oglasi, v vseh okoljih in vseh kulturah. Etičnost določa ustrezna naravnanost relativnega izkustva etičnim normam, vrednotam in merilom. Posameznik je lahko v svojem ravnanju glede na zahteve in merila določenega etičnega sistema bodisi moralen bodisi nemoralen. Poslovna etika pa upošteva dejstvo, da morajo managerji dnevno sprejemati številne odločitve. Velikokrat odločitve potekajo v sorazmerno znanih, dobro opredeljenih okvirih. Take odločitve so enostavne, kljub temu pa je velik del le-teh vezan na zapletene situacije, ki so včasih težko rešljive. Izbrano tematiko smo obravnavali ob pomoči podjetja Benetton. Zanimalo nas je, ali se anketirancem Benettonovi oglasi zdijo etično sporni, saj je podjetje imelo kar nekaj burnih kampanj, vezanih na svetovne probleme. Zanimalo nas je, ali se potrošniki še vedno ne zavedamo negativnih učinkov oglaševanja na okolico, z ozirom na dejstvo, da je oglaševanje postalo del našega vsakdana; prav tako smo želeli izvedeti, ali oglaševanja vpliva na način življenja in miselnost ljudi. Predvidevali smo, da se oglasi podjetja Benetton ne zdijo etično sporni vsem ljudem, kar smo z rezultati anketirancev tudi potrdili. Ugotovili smo, da se Benetton v zadnjem času več ne odloča za kampanje, ki bi svetovno javnost razburjale, kar je pomirilo vse zagovornike etike in morale. Mislimo, da je njihova odločitev oglaševanja le tekstilnih izdelkov, pametna, kar je najboljša rešitev tako za njih kot za nas, potrošnike.

Keywords

oglaševanje;etika;poslovna etika;management;pravila;

Data

Language:	Slovenian
Year of publishing:	2012
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Jelšek]
UDC:	659.1:174
COBISS:	11259420
Views:	1356
Downloads:	180
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising ethics
Secondary abstract:	In the theoretical part of the paper we describe the ethics of advertising. We explain the concepts of both in order to clarify the meaning of the words and to point out the significance they bear. We have mostly covered advertising, also dealt with criticisms, media advertising, and explained some general and basic rules. Besides that, we highlight ethical and unethical ads, why they occur and how to recognize them. Nowadays both, ethical and unethical, ads can be seen every day, in all environments and all cultures. Ethnicity is oriented towards relative experience of ethical norms, values and criteria. A person can thus be moral or immoral in his/her behavior according to the requirements and criteria laid down by individual ethical systems. Business ethics, on the other hand, requires that managers receive numerous daily decisions which in many cases take place in relatively well-known, well-defined contexts. Such decisions are easy to deal with, although a large part of them are bound to more complex situations that are sometimes difficult to solve. The selected topic was done with the help of the company Benetton. We wanted to find out whether the interviewees find Benetton ads controversial and ethically challenged as we know that they have had some tumultuous campaigns on global issues over the years. We also wanted to know to what extent consumers are (un)aware of the negative effects of advertising since ads have become a part of our daily lives, and whether advertising affects the way of life and mentality of people. We assumed that most people do not see the Benetton ads as ethically controversial. Our thesis is thus confirmed. We realize that Benetton has stopped multiple campaigns that would upset the world’s opinion, which calmed down all the defenders of ethics and morals. We think it is a wise decision to advertise only textile products which are their main source of profit.
Secondary keywords:	 Ethics; Advertising; Business Ethics and Management; Unethical Advertising; General and Basic Rules of Advertising.;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	70 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:	992747