20.500.12556/DKUM-94097 Siva območja marketinške regulacije: strategije oglaševanja alkoholnih pijač v Sloveniji po prepovedi Nuanced boundaries in marketing regulation: sophisticated advertising strategies for alcoholic beverages in post-ban Slovenia Magistrsko delo obravnava oglaševanje alkoholnih pijač v Sloveniji po letu 2003, ko je država uvedla stroge omejitve trženja. Analiza pokaže, da so se proizvajalci – kljub formalnim prepovedim neposrednega oglaševanja – prilagodili z oblikovanjem novih, še ne reguliranih strategij kot so: sponzorstva športnih in kulturnih dogodkov, vsebinskimi umestitvami, sodelovanjem z vplivneži ter z nevtralnimi vizualnimi motivi, ki alkohol skrijejo za blagovno znamko. Primerjava z Italijo razkrije izrazite razlike, saj tam zakonodaja omogoča eksplicitne in čustveno obarvane alkoholne oglase, slovenske znamke pa morajo biti bolj zadržane in kreativne. Rezultati potrjujejo, da omejitve ne zmanjšajo nujno tržne prisotnosti alkohola, ampak jo preoblikujejo v težje sledljive digitalne in izkustvene oblike, kar otežuje regulacijo in spodbuja razmislek o učinkovitosti obstoječih pravil. The master’s thesis examines alcohol-beverage advertising in Slovenia after 2003, when the country introduced strict marketing restrictions. The analysis shows that, despite the formal ban on direct advertising, producers have adapted by developing new, as-yet-unregulated strategies such as sponsoring sporting and cultural events, using product placement, partnering with influencers, and employing neutral visual motifs that conceal alcohol behind the brand. A comparison with Italy reveals pronounced differences: Italian legislation permits explicit, emotionally charged alcohol adverts, whereas Slovenian brands must be more restrained and creative. The findings confirm that restrictions do not necessarily diminish alcohol’s market presence; instead, they shift promotion into harder-to-track digital and experiential formats, complicating oversight and prompting reflection on the effectiveness of existing rules. oglaševanje oglasi alkoholne pijače prepoved. advertising ads alcoholic beverages prohibition. true true false K. Belca] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-01 12:51:56 2025-09-23 09:12:32 2025-09-24 03:21:22 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 249939971 MAG_Belca_Katja_2025.pdf MAG_Belca_Katja_2025.pdf 1 D05990CD83FF724EB16F94DD81FA2898 a921398925d6cb5508a77c560505deda16c18c9b9d8dbab6f05389743185ec1c b0744b7d-8fef-11f0-949c-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198324 Ekonomsko-poslovna fakulteta 0 0 0