Povezanost spornega oglaševanja s stališči in nakupnimi namerami potrošnikov

magistrsko delo

Pavel Kačič (Avtor), Borut Milfelner (Mentor)

Povzetek

Zaradi vse večje zasičenosti oglaševalskega prostora oglaševalci v želji po izstopanju in pritegnitvi pozornosti redno posegajo po nevsakdanjih prijemih pri ustvarjanju oglaševalskih kampanj in uporabi neortodoksnih oglaševalskih tehnik. Namen magistrske naloge je dobiti vpogled v do zdaj še neraziskano področje v slovenskem oglaševalskem prostoru, tj. sporno oglaševanje oz. uporaba spornih vsebin, kot so vsebine spolnosti, nasilja, rasnih, verskih in drugih diskriminacij, obscenosti ipd., v oglaševalske namene in sam odnos potrošnikov do uporabe tega. Ugotovitve raziskave nakazujejo na to, da slovenski potrošniki sporno oglaševanje vidijo v pretežno indiferentni luči ali pa je njihov odnos do omenjenega raziskovalnega problema bolj negativne narave. Prav tako so bile opažene razlike med moškimi in ženskami, ženske namreč sporno oglaševanje doživljajo bolj negativno. Temeljni ugotovitvi raziskave pa sta obsegali vpliv spornega oglaševanja na nakupne namere odjemalcev in njihovo doživljanje oglaševanega izdelka. Ta vpliv je bil v obeh primerih negativen, kar še dodatno izpodbija odločanje za uporabo spornega oglaševanja.

Ključne besede

oglaševanje;sporno oglaševanje;sporne vsebine;poslovna etika;potrošniki;nakupno vedenje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[P. Kačič]
UDK:	659.1
COBISS:	74807043
Št. ogledov:	265
Št. prenosov:	41
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	ǂThe ǂconnection between controversial advertising and consumer's positions, views and purchasing intentions
Sekundarni povzetek:	Due to the increasing saturation of the advertising space, advertisers in the desire to stand out and attract attention often resort to usage of unusual approaches in creating advertising campaigns, as well as usage of unorthodox advertising techniques. The main goal of this master's thesis is to gain insight into the unexplored territory in the Slovenian advertising space, ie. controversial advertising or the use of controversial content, such as the content of sexuality, violence, racial, religious and other discrimination, obscenity, etc., for advertising purposes and the attitude of consumers towards the use of it. The findings of the research indicate that Slovenian consumers see the controversial advertising in a predominantly indifferent light, or that their attitude towards the mentioned research problem is of a more negative nature. Differences between men and women have also been observed, as the latter perceive the controversial advertising more negatively. The fundamental findings of the research included the impact of the controversial advertising on the purchasing intentions of customers and their opinion about the advertised product. This impact was negative in both cases, which further challenges the argument for the use of the controversial advertising.
Sekundarne ključne besede:	Advertising;controversial advertising;ethics in advertising;controversial content;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	103 str., 5 str. pril.
ID:	12853579