| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font
First page > Show document

Show document Help

Title:OGLAŠEVALSKA ETIKA
Authors:ID Jelšek, Alen (Author)
ID Potočan, Vojko (Mentor) More about this mentor... New window
Files:.pdf UNI_Jelsek_Alen_2012.pdf (1,41 MB)
MD5: 56517ABF60269657A8B86829DC1D6CE9
PID: 20.500.12556/dkum/e2fa0b07-b79f-41c4-8562-9da1dc8c749b
 
Language:Slovenian
Work type:Final seminar paper
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V diplomskem seminarju smo v teoretičnem delu opisali oglaševalsko etiko. Pojasnili smo pojem etike in oglaševanja, za lažje razumevanje pa, kaj besedi pomenita ter kakšen pomen imata. Opredelili smo pojem oglaševanja, izpostavili kritike, oglaševalske medije ter splošna in temeljna pravila. Izpostavili smo etičnost in neetičnost oglasov, zakaj prihaja do njih in kako jih prepoznamo. V današnjem času se vsakodnevno pojavljajo tako etični kot neetični oglasi, v vseh okoljih in vseh kulturah. Etičnost določa ustrezna naravnanost relativnega izkustva etičnim normam, vrednotam in merilom. Posameznik je lahko v svojem ravnanju glede na zahteve in merila določenega etičnega sistema bodisi moralen bodisi nemoralen. Poslovna etika pa upošteva dejstvo, da morajo managerji dnevno sprejemati številne odločitve. Velikokrat odločitve potekajo v sorazmerno znanih, dobro opredeljenih okvirih. Take odločitve so enostavne, kljub temu pa je velik del le-teh vezan na zapletene situacije, ki so včasih težko rešljive. Izbrano tematiko smo obravnavali ob pomoči podjetja Benetton. Zanimalo nas je, ali se anketirancem Benettonovi oglasi zdijo etično sporni, saj je podjetje imelo kar nekaj burnih kampanj, vezanih na svetovne probleme. Zanimalo nas je, ali se potrošniki še vedno ne zavedamo negativnih učinkov oglaševanja na okolico, z ozirom na dejstvo, da je oglaševanje postalo del našega vsakdana; prav tako smo želeli izvedeti, ali oglaševanja vpliva na način življenja in miselnost ljudi. Predvidevali smo, da se oglasi podjetja Benetton ne zdijo etično sporni vsem ljudem, kar smo z rezultati anketirancev tudi potrdili. Ugotovili smo, da se Benetton v zadnjem času več ne odloča za kampanje, ki bi svetovno javnost razburjale, kar je pomirilo vse zagovornike etike in morale. Mislimo, da je njihova odločitev oglaševanja le tekstilnih izdelkov, pametna, kar je najboljša rešitev tako za njih kot za nas, potrošnike.
Keywords: Etika,  Oglaševanje,  Poslovna etika in management,  Neetičnost oglaševanja,  Splošna in temeljna pravila oglaševanja.
Place of publishing:Maribor
Publisher:[A. Jelšek]
Year of publishing:2012
PID:20.500.12556/DKUM-37391 New window
UDC:659.1
COBISS.SI-ID:11259420 New window
NUK URN:URN:SI:UM:DK:VHCOYERC
Publication date in DKUM:11.12.2012
Views:1971
Downloads:230
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
Copy citation
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:Bookmark and Share



Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Title:ADVERTISING ETHICS
Abstract:In the theoretical part of the paper we describe the ethics of advertising. We explain the concepts of both in order to clarify the meaning of the words and to point out the significance they bear. We have mostly covered advertising, also dealt with criticisms, media advertising, and explained some general and basic rules. Besides that, we highlight ethical and unethical ads, why they occur and how to recognize them. Nowadays both, ethical and unethical, ads can be seen every day, in all environments and all cultures. Ethnicity is oriented towards relative experience of ethical norms, values and criteria. A person can thus be moral or immoral in his/her behavior according to the requirements and criteria laid down by individual ethical systems. Business ethics, on the other hand, requires that managers receive numerous daily decisions which in many cases take place in relatively well-known, well-defined contexts. Such decisions are easy to deal with, although a large part of them are bound to more complex situations that are sometimes difficult to solve. The selected topic was done with the help of the company Benetton. We wanted to find out whether the interviewees find Benetton ads controversial and ethically challenged as we know that they have had some tumultuous campaigns on global issues over the years. We also wanted to know to what extent consumers are (un)aware of the negative effects of advertising since ads have become a part of our daily lives, and whether advertising affects the way of life and mentality of people. We assumed that most people do not see the Benetton ads as ethically controversial. Our thesis is thus confirmed. We realize that Benetton has stopped multiple campaigns that would upset the world’s opinion, which calmed down all the defenders of ethics and morals. We think it is a wise decision to advertise only textile products which are their main source of profit.
Keywords: Ethics,  Advertising,  Business Ethics and Management,  Unethical Advertising,  General and Basic Rules of Advertising.


Comments

Leave comment

You must log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica