magistrsko delo
Tjaša Števanec (Avtor), Aleš Kuhar (Recenzent), Darja Kobal Grum (Mentor)

Povzetek

Živilska industrija uporablja različne načine oglaševanja za povečanje prodaje svojih izdelkov. Ker so večinoma oglaševani prehranski oz. prehrambni izdelki, ki spadajo med nezdrava živila, lahko oglaševanje hrane posredno vpliva na prehranjevalno vedenje posameznika. Z magistrsko nalogo smo želeli ugotoviti ali obstaja povezanost med oglaševanjem in izbiro oglaševanega izdelka pri mladostnikih. Pri tem nas je zanimalo kateri oglasi mladostnike najbolj pritegnejo in kakšne strategije oglaševanja so v teh oglasih najpogosteje uporabljene ter ali obstaja razlika pri izbiri oglaševanih prehrambnih izdelkov tudi med spoloma. V ta namen smo naključno izbrali različne oglase različnih prehrambnih izdelkov, jim ocenili prehranski profil z metodo prehranskega semaforja in aplikacije Veš, kaj ješ ter na koncu med mladostnike razdelili spletno anketo. V raziskavi je sodelovalo 177 mladostnikov starih od 15 do 19 let. Razmerje med moškimi in ženskami je bilo 73:27, zato smo odgovore izenačili in ugotovili, da se ti bistveno ne razlikujejo od prvotnega razmerja. Tako smo analizirali celoten vzorec in ugotovili, da pri mladostnikih obstaja povezava med oglaševanjem hrane in izbiro prehrambnega izdelka. Oglasi, ki vsebujejo elemente, kot so glasba, zanimiva zgodba, žive barve in vključene znane osebnosti, bolj pritegnejo pozornost pri mladostnikih in posledično lahko vplivajo na nakup določenega prehrambnega izdelka. Se pa mladostniki zelo dobro zavedajo, da gre pri oglaševanju prehrambnih izdelkov predvsem za nezdrava živila oz. manj primerna živila in lahko posledično vplivajo na porast debelosti. Tega dejstva se v primerjavi z mladostniki nekoliko bolj zavedajo mladostnice, saj so v anketi izrazile večje strinjanje s trditvami o vplivu oglaševanje hrane na izbiro oglaševanega izdelka in posledično o vplivu na njihove prehranske navade.

Ključne besede

oglaševanje;oglaševanje hrane;oblike oglaševanja;psihologija prehrane;izbira hrane;prehransko vedenje;prehranski izdelki;prehransko profiliranje;mladostniki;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UL FF - Filozofska fakulteta
Založnik: [T. Števanec]
UDK: 613.2-053.6:659
COBISS: 33020931 Povezava se bo odprla v novem oknu
Št. ogledov: 456
Št. prenosov: 96
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: ǂThe ǂlink between food advertising and product selection in adolescents
Sekundarni povzetek: The food industry uses several different forms of advertising to increase sales of food products. Because most of the advertised foods are unhealthy, food advertising can indirectly affect an individual’s eating behavior. The aim of this master's thesis was to determine, whether there is a link between food advertising and product selection in adolescents. We researched which advertisements are most likely to attract young people and what marketing strategies are often used in these ads. We also researched if there is dissimilarity in the choice of advertised food products between male and female consumers. For this purpose, we randomly selected various advertisements of different food products, assessed their nutritional profile using the method of traffic light labeling and the Veš, kaj ješ app. Finally, we distributed an online survey among adolescents. The study involved 177 adolescents aged 15 to 19 years. The ratio of male to female was 73:27, so we equated the answers and found out that the received answers did not differ significantly from the original ratio. Consequently, we analyzed the entire sample and found a linkage between food advertising and product selection in adolescents. Advertisements which contains elements as music, an interesting story, vivid colors, and involved celebrities are more engaging to adolescents and, as a result, can influence the purchase of a particular food product. However, adolescents are aware that food advertising is mainly about unhealthy foods or lower-quality foods which may lead to an increase in obesity. Based on the provided answers, women are slightly more aware of this fact, since they expressed greater agreement with the claims about the impact of food advertising on the choice of the advertised products and consequently about the impact on their eating habits.
Sekundarne ključne besede: advertising;food advertising;forms of advertising;nutrition psychology;food choice;nutritional behavior;food products;nutritional profiling;adolescents;
Vrsta dela (COBISS): Magistrsko delo/naloga
Študijski program: 0
Konec prepovedi (OpenAIRE): 1970-01-01
Komentar na gradivo: Univ. v Ljubljani, Biotehniška fak., Oddelek za živilstvo
Strani: X, 48 f., [3] f. pril.
ID: 12038908