Vloga otrokovih pravic v digitalnem oglaševanju

magistrsko delo

Tina Tajnik (Avtor), Andreja Primec (Mentor), Borut Milfelner (Komentor)

Povzetek

Digitalno oglaševanje je komunikacija, ki za pridobitev potencialnih odjemalcev uporablja digitalne kanale. Del tega je tudi oglaševanje otrokom. Digitalna tehnologija je del življenja naših otrok, tako v vsakdanu kot tudi v izobraževalnem okolju. Ob tem se otrokove pravice zaradi uporabe interneta konfigurirajo na novo, ob pojavu vse bolj prilagojenega, integriranega, poglobljenega, interaktivnega in personaliziranega oglaševanja. Magistrsko nalogo smo razdelili na teoretični in empirični del. Teoretični del je pregled spoznanj iz literature s področja digitalnega oglaševanja in pravic otrok v digitalnem oglaševanju. Predstavili smo razširjenost, načine in kanale digitalnega oglaševanja. Nadalje smo se osredotočili na otrokov kognitivni razvoj v povezavi z razumevanjem oglaševanja in vplive oglaševanja na otroke. Pregledali in predstavili smo pravne vire, ki ščitijo otroke pred zlorabami v oglaševanju. Podali smo primere spornih oglasov namenjenih otrokom v digitalnih medijih. Na koncu teoretičnega dela smo podali še etične vidike oglaševanja otrokom. Teoretični del nam je služil kot podlaga za empirično raziskavo. V empiričnem delu smo ugotavljali, ali sta pojma pravice otrok in digitalno oglaševanje medsebojno povezana. Ugotavljali smo povezave na področju odnosa otrok in staršev do oglaševanja, uporabe digitalnih medijev, digitalne pismenosti in zavedanja varnosti otrok v digitalnih medijih. Zaščita otrok je staršem pomembna, zato so nas zanimale tudi pravice otrok v digitalnem oglaševanju.

Ključne besede

oglaševanje;digitalno oglaševanje;zaščita otrok;pravice otrok;etičnost;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2023
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	T. Tajnik
UDK:	659.1:004.774.1
COBISS:	157252355
Št. ogledov:	24
Št. prenosov:	2
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	ǂThe ǂrole of children's rights in digital advertising
Sekundarni povzetek:	Digital advertising is communication that uses digital channels to reach potential customers. Advertising to children is part of that. Digital technology is part of our children's lives, in their daily lives as well as in the educational environment. At the same time, children's rights are being reconfigured by the use of the Internet, with the emergence of increasingly personalised, integrated, immersive, interactive and personalised advertising. The thesis is divided into a theoretical and an empirical part. The theoretical part is a review of the literature on digital advertising and children's rights in digital advertising. We have presented the prevalence, methods and channels of digital advertising. We further focused on children's cognitive development in relation to understanding advertising and the impact of advertising on children. We reviewed and presented the legal sources that protect children from abusive advertising. We gave examples of controversial advertisements aimed at children in digital media. At the end of theoretical part, we provided ethical aspects of advertising to children. The theoretical part served as a basis for the empirical research. In the empirical part, we identified whether the concepts of children's rights and digital advertising are interlinked. We looked for correlations in the area of child and parental attitudes towards advertising, digital media use, digital literacy and parent’s awareness of children safety in digital media. Protecting children is important to parents, which is why we were interested in understanding children's rights in digital advertising.
Sekundarne ključne besede:	digital advertising;child protection;ethics of advertising to children;children's rights.;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	IV, 68 str., 8 str. pril.
ID:	18586190