20.500.12556/DKUM-53830 NEPOŠTENE POSLOVNE PRAKSE NA PODROČJU OGLAŠEVANJA - ANALIZA PRIMERA UNFAIR COMMERCIAL PRACTISES IN THE FIELD OF ADVERTISING - CASE ANALYSIS Predmet raziskovanja diplomske naloge so nepoštene poslovne prakse, ki se pojavljajo na področju oglaševanja prehranskih dopolnil. Osredotočili smo se predvsem na prehranska dopolnila za hujšanje, ki so v današnjem svetu z vedno več ljudmi, ki imajo prekomerno telesno težo, postala glavni predmet trženja za spretne oglaševalce, katerih cilj je prodati izdelek ne glede na to, ali deluje ali ne. Številni potrošniki se prav na podlagi oglasov odločijo za nakup, saj le-ti uspešno prepričujejo in obljubljajo izboljšanje počutja, izgubo telesne teže itd. Vprašanje je, ali se ljudje zavedajo, da prehranska dopolnila niso zdravila, ki bi preprečevala, zdravila ali celo ozdravila razne zdravstvene težave. Analizirali smo nekaj spletnih in tiskanih oglasov, ki oglašujejo hitro izgubo kilogramov s »čudežnimi« prehranskimi dopolnili za hujšanje. Spoznali smo, da kršijo veliko členov predvsem Slovenskega oglaševalskega kodeksa in tako zavajajo potrošnike. The research of this thesis are unfair commercial practices that are emerging in the field of advertising of dietary supplements. It is primarily focused on dietary supplements for weight loss that have become a major subject of marketing in today's world, where the number of overweight people is increasing. Skilled advertisers aim to sell a product, irrespective of whether it works or not. Many consumers make their purchase because of advertisements, since they successfully persuade and promise to improve well-being, weight loss, etc. The question is whether people are aware that dietary supplements are not medicines that prevent, treat or even cure various health problems. In the thesis some online and print advertisements that promote rapid weight loss with "miracle" food supplements for weight loss are analyzed. The results show the violation of many articles of Slovenian Advertising Code and thus mislead consumers. nepoštene poslovne prakse oglaševanje prehranska dopolnila zavajajoče oglaševanje hujšanje unfair commercial practices advertising dietary supplements misleading advertising weight loss true true false N. Ploj Slovenski jezik Angleški jezik Diplomsko delo/naloga 2015-08-01 17:13:23 2015-10-14 08:07:28 2022-06-03 03:11:07 2021-05-10 03:18:05 2015 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.636.2(043.2) 19090198 URN:SI:UM:DK:WIPF9HWS UN_Ploj_Natalija_2015.pdf UN_Ploj_Natalija_2015.pdf 1 8560484643ADDE15D549FE39D40A184D 6e8222e0dba2d2fb1b89cadc27160a0a4f8ed7cfc8531c4b470a2da834820cd1 b908e3d7-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=79170 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0