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undergraduate thesis
ETIKA U OGLAŠAVANJU
2019. urn:nbn:hr:228:778163
Šerlija, Vedrana
University of Split
University Department of Professional Studies

Cite this document

Šerlija, V. (2019). ETIKA U OGLAŠAVANJU (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:778163

Šerlija, Vedrana. "ETIKA U OGLAŠAVANJU." Undergraduate thesis, University of Split, University Department of Professional Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:228:778163

Šerlija, Vedrana. "ETIKA U OGLAŠAVANJU." Undergraduate thesis, University of Split, University Department of Professional Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:228:778163

Šerlija, V. (2019). 'ETIKA U OGLAŠAVANJU', Undergraduate thesis, University of Split, University Department of Professional Studies, accessed 29 April 2022, https://urn.nsk.hr/urn:nbn:hr:228:778163

Šerlija V. ETIKA U OGLAŠAVANJU [Undergraduate thesis]. Split: University of Split, University Department of Professional Studies; 2019 [cited 2022 April 29] Available at: https://urn.nsk.hr/urn:nbn:hr:228:778163

V. Šerlija, "ETIKA U OGLAŠAVANJU", Undergraduate thesis, University of Split, University Department of Professional Studies, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:228:778163

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Metadata
TitleETIKA U OGLAŠAVANJU
Title (english)ETHICS IN ADVERTISING
AuthorVedrana Šerlija
MentorJadranka Polović (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
University Department of Professional Studies
Split
Defense date and country2019-12-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Rad ima namjeru da ponudi uvod u etiku oglašavanja definirajući osnovne pojmove. Etika se javlja davnih vremena a bavi se ponašanjem ljudi postavljajući određena pravila kojima se usmjerava ponašanje pomoću moralnih etičkih principa. Etika u oglašavanju je poprilično kontroverzna, bez obzira što potostoje principi i vrijednosti, oni se razlikuju ovisno o pojedincu, kulturi ili organizaciji. Jedan od ciljeva rada je objasniti utjecaj potrošača prema oglašavanju kao i utjecaj oglašavanja na stavove potrošača. Posebna pažnja je posvećena vrstama neetičnog oglašavanja kao što su: neistinito i zavaravajuće oglašavanje, subliminalno i prikriveno oglašavanje, oglašavanje usmjereno prema djeci i mladima te komparativno oglašavanje.
Abstract (english)
The purpose of this paper is to provide an introduction to the ethics in advertising by defining basic concepts. Ethics dates to ancient times and deals with the behavior of people by setting certain rules and ethical principles that guide human behavior. In advertising ethics is quite controversial, regardless of the fact that there are principles and values already set, they differ depending on the individual, culture or organization. One of the goals of this study is to explain the impact of consumers on advertising, as well as the impact of advertising on consumer attitude. Special attention has been given to the types of unethical advertising, such as: false and misleading advertising, subliminal and covert advertising, advertising directed at children and young people, and comparative advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:778163
Study programmeTitle: Business Trade –– professional - professional
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-16 08:53:03