Etičnost oglaševanja v ženskih revijah

diplomski projekt

Lea Milar (Avtor), Vojko Potočan (Mentor)

Povzetek

V diplomskem seminarju sem obravnavala temo etičnosti oglaševanja v ženskih revijah, ki je precej aktualna tema v današnjem času, ko smo zasičeni z ogromnimi količinami takšnih in drugačnih vrst etično (ne)spornih oglaševanj. Ravno zaradi zasičenosti z oglasi se vse bolj srečujemo s problematiko vprašanja etičnosti posameznih oglasov, saj so nekateri oglasi na skrajni meji med etično sprejemljivim in etično spornim. K takšnim skrajnostim, ki so na meji sprejemljivega oglaševalce žene predvsem številčna konkurenca, v poplavi katere želijo s svojimi oglasi izstopati, da bi bili opaženi. Diplomski seminar smo razdelili na teoretični in analitični del. Teoretični del vsebuje razlago pojmov kot so etika, oglaševanje, etičnost oglaševanja in ostale pojme povezane s temi osnovnimi pojmi. V analitičnem delu pa smo analizirali oglaševanje v slovenskih ženskih revijah Cosmopolitan, Elle ter Grazia. V vseh treh ženskih revijah je največ moč zaslediti oglaševanja drugih sorodnih medijev (istih založnikov, kot pri revijah samih), kozmetičnih izdelkov, oblačil, raznoraznih storitev, nekaj pa je tudi oglaševanja prehranskih izdelkov, avtomobilov, izdelkov za dom ter tehnike. Ob analizi oglaševanja smo ugotovili, da večinski delež neetičnega oglaševanja predstavlja prav prikrito oglaševanje, ki je hkrati tudi težko dokazljivo kar se tiče etične spornosti. Vse odkrite oglase v vseh treh revijah smo analizirali tudi na podlagi členov Slovenskega oglaševalskega kodeksa ter prišli do ugotovitve, da je v revijah kar nekaj primerov kršitve teh členov, kar bi bilo seveda potrebno izboljšati. Pri oglaševanju v slovenskih ženskih revijah smo ugotovili, da presenetljivo ni moč opaziti hujših primerov kršitve etičnosti oglaševanja. Je pa precejšen problem v prikritem oglaševanj, ki je zelo pogosto v slovenskih ženskih revijah oziroma je le-to kar stalnica v tem oglaševalskem prostoru, kar bi bilo vsekakor potrebno spremeniti. Prav tako je problem napihovanje v oglasih ter preverjanje resničnosti in dokazljivost trditev, česar je tudi veliko zaslediti. Glede na zapisano smo ugotovili tudi, da mora biti oglaševanje etično, ustrezati mora vsem etičnim standardom, saj ima zelo močen vpliv na družbo in posameznike ter mora ravno zaradi tega biti v skladu z etičnimi načeli ter tudi odgovorno v svojem poslanstvu.

Ključne besede

oglaševanje;etika;poslovna etika;zakonodaja;ženske revije;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[L. Milar]
UDK:	659.1:174
COBISS:	12608028
Št. ogledov:	867
Št. prenosov:	98
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Ethics of advertising in women's journal
Sekundarni povzetek:	In the graduation seminar, I discussed the topic of advertising ethic in women´s magazines, which is rather topical in present day, when we are saturated with enormous amounts of various types of ethically (un)disputed advertisings. Precisely due to the saturation with advertisements, we are increasingly faced with the issue of ethics of individual advertisements, since some are on the extreme border among ethically acceptable and ethically disputable. Advertisers are forced to use such extremes that are on the limits of what is acceptable, due to the numerous competition, among which they want to stand out with their advertisements in order to be noticed. The graduation seminar is divided into theoretical and analytical part. The theoretical part encompasses explanation of terms, such as ethics, advertising, advertising ethics, and other terms related to these basic terms. In the analytical part, we analysed advertising in Slovene women´s magazines Cosmopolitan, Elle, and Grazia. In all three women´s magazines we can observe advertisements of other related media (of the same publishers as in magazine itself), cosmetic products, clothes, various services, there are also some advertisements of food products, cars, home products, and technics. At the analysis of advertising we established that the major part of unethical advertising is represented by surreptitious advertising, which is at the same time also difficult to prove in regard to ethical controversy. All obvious advertisements in all three magazines were analysed also based on all the articles of the Slovene Advertising Code, and we came to a conclusion that in magazines there are quite some examples of violation of these articles, what should of course be improved. In advertising in Slovene women´s magazines, we established that surprisingly we cannot notice major examples of violation of advertising ethics. However, surreptitious advertising represents a huge problem, since it is frequently present in Slovene women´s magazines or it is a regularity in this advertising space, which should of course be changed. Further, fuelling in advertisements and verifying of authentication and demonstrability of the statements is also a frequently present problem. In regard to the everything stated, we established that advertising must be ethical, it must comply with all ethical standards, since it has a huge influence on society and individuals, and must therefore be in accordance with ethical principles and also responsible in its mission.
Sekundarne ključne besede:	ethics;advertising;ethics of advetising;ethical dilemmas;legislation on advertising;women`s journals;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Delo diplomskega projekta/projektno delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	II, 40 str.
ID:	9168300