20.500.12556/DKUM-76856 Stališča do oglaševanja na televiziji in internetu Viewpoints on advertising through television and internet Diplomski projekt je sestavljen iz teoretičnega in empiričnega dela. V prvem, teoretičnem delu, sem se osredotočila na temo diplomskega projekta: na oglaševanje in stališča. Na začetku sem definirala pojme v zvezi z oglaševanjem, predstavila zgodovino oglaševanja po svetu in v Sloveniji, navedla cilje oglaševanja in v nadaljevanju predstavila oglaševalske medije. Nekoliko bolj sem se posvetila najbolj razširjenima medijema: televiziji in internetu. Nato sledi predstavitev notranjih dejavnikov posameznika in njihova povezava z oglaševanjem. Teoretični del projekta se zaključi s predstavitvijo stališč in predstavitvijo, v kakšen odnosu so stališča in oglaševanje. V drugem, empiričnem delu, sem predstavila raziskavo, ki sem jo izvedla s pomočjo anketnega vprašalnika. Ugotavljala sem, kakšen odnos in kakšna stališča imajo odjemalci do oglaševanja na televiziji in internetu. Zastavila sem si tri hipoteze, vse tri sem tudi potrdila. Z izvedeno raziskavo sem ugotovila, da se odjemalcem oglasi na televiziji in internetu zdijo varljivi. Njihova splošna stališča do oglaševanja na televiziji in internetu so dokaj negativna, vendar se za nakup izdelka oz. storitve vseeno velikokrat odločijo na podlagi oglasa. The diploma paper comprises a theoretical and an empirical part. In the theoretical part, I focused on the main theme of the diploma paper i.e. on advertising and on individuals' viewpoints regarding advertising. First, I defined the concepts related to advertising, presented the history of advertising around the world, and in Slovenia, stated the goals of advertising and gave and overview of advertising media. Regarding the latter, I focused in more detail on the two most widespread media i.e. on television and on the Internet. Second, I presented and individual's internal factors and how these factors relate to advertising. The theoretical part of the paper concludes with a presentation of individuals' viewpoints and with an explanation of relationships between viewpoints and advertising. In the empirical part, I presented the results of a questionnaire-based survey I conducted with an aim to establish the consumers' attitudes towards advertising on television and on the Internet. For the purpose of this study, I formulated three hypotheses, all of which are confirmed by the research data. This research has shown that consumers perceive television and Internet advertisements as deceptive. Their general attitudes towards advertising on television and on the Internet are rather negative; however, they still often decide to buy a product or a service based on its advertisement. Oglaševanje stališča psihologija mediji televizija internet Advertising opinions psychology media television the Internet true true false [J. Kocbek] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2020-07-17 15:58:26 2020-11-18 09:58:24 2022-08-09 14:02:52 2020-11-19 03:15:59 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 38047491 URN:SI:UM:DK:DNBADIIO UN_Kocbek_Jana_2020.pdf UN_Kocbek_Jana_2020.pdf 1 8BAE874A98B9AF4680D592C5BDA4D41A e008a271141697ad71bc1030af829a35d4b32721ada038d1e63e8f0cd92bb59c 72ade90f-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/afe7c6e8-9444-4c2b-ae42-e1c75491a43b https://dk.um.si/Dokument.php?lang=slv&id=144134 Ekonomsko-poslovna fakulteta 0 0 0