20.500.12556/DKUM-90187 Spolnost v oglaševanju ter odziv študentov in starejših na spolno obarvane oglase Sexuality in advertising and the response of students and older people to sexually-oriented advertisements Napredek v oglaševanju in sodobni način življenja sta povzročila, da smo ljudje vsak dan preplavljeni s sporočili podjetij, ki promovirajo svoje izdelke in storitve na vsakem koraku. V zadnjem času opažam, da je večina oglasov, ki se pojavljajo v tiskanih medijih, radiu, televiziji in spletu, izrazito spolno naravnanih. Diplomsko delo obravnava spolnost v oglaševanju, pri čemer je v teoretičnem delu predstavljena zgodovina spolnosti v oglaševanju ter razvoj različnih pojavnih oblik spolnosti skozi čas. Prav tako so obravnavani etični in regulativni vidiki uporabe spolnosti za oglaševanje. Empirični del naloge analizira odzive študentov in starejših na spolno obarvane oglase ter ponuja vpogled na njihove odzive in posledično tudi njihove nakupne namere. Poleg starostnih razlik raziskava poudarja tudi razlike med spoloma. Ženske so bolj kritične do spolno obarvanih oglasov in so bolj naklonjene nevtralnim oglasom, medtem ko moški pogosteje reagirajo pozitivno na spolno vsebino v oglaševanju. To poudarja potrebo po premišljenem in odgovornem oglaševanju, ki upošteva demografske in kulturne značilnosti ciljnih skupin. Advances in advertising and modern lifestyles have meant that people are inundated every day with messages from companies promoting their products and services at every turn. Recently, I have noticed that most of the advertisements appearing in the print media, on the radio, on television and on the Internet are highly sexualised. The thesis focuses on sexuality in advertising, presenting in the theoretical part the history of sexuality in advertising and the evolution of different forms of sexuality over time. The ethical and regulatory aspects of the use of sexuality in advertising are also discussed. The empirical part of the thesis analyses the reactions of students and seniors to sexually-oriented advertisements and provides insights into their reactions and, consequently, their purchase intentions. In addition to age differences, the study also highlights gender differences. Women are more critical of sexually-oriented advertisements and are more inclined towards neutral advertisements, while men are more likely to react positively to sexual content in advertising. This underlines the need for thoughtful and responsible advertising that takes into account the demographic and cultural characteristics of the target groups. oglaševanje spolnost v oglaševanju nakupne namere raziskava advertising sexuality in advertising purchase intentions research true true false A. Krautberger Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-25 15:01:22 2024-10-02 12:01:13 2024-10-03 03:11:33 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 209864963 UN_Krautberger_Aneja_2024.pdf UN_Krautberger_Aneja_2024.pdf 1 AC992FE1E79A6DEBF3301D39CA4BFCA3 7eceac75d65166ecc3d25ed5a66185f5964d9e73e2785906fdc5627aa334ea88 30efc858-7f36-11ef-8e23-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=186058 Ekonomsko-poslovna fakulteta 0 0 0