Ethical dilemmas in the field of advertising

Magistrsko delo »Etične dileme na področju oglaševanja« se ukvarja s problematiko neetičnega oglaševanja oziroma kakšen vpliv ima neetično oglaševanje na stališča in védenje odjemalcev. V teoretičnem delu naloge smo pojasnili pojem oglaševanja, cilje in problematiko oglaševanja, vlogo ter funkcije oglaševanja, medije oglaševanja in njihovo manipulacijo. Prav tako sta pojasnjeni etika in poslovna etika. Z namenom dodatne pojasnitve smo definirali tudi pojma etika v oglaševanju in etični kodeks. Poudarjeno je, da sam nastop na trgu ni takšen, kot bi moral biti, zaupanje končnega uporabnika pa je pogosto zlorabljeno. Primeri, kateri so obdelani v nalogi, to jasno prikazujejo. Zloraba otrok v oglaševanju, kjer je pogosto mogoče prepoznati rasizem in seksizem, je primer neetičnega vedenja v oglaševalski industriji. Tudi primer, kateri se pogosto pojavlja, je odnos do žensk, obravnavanje žensk kot predmeta in seksizem v oglaševanju. Skupaj s primeri so podrobneje pojasnjeni tudi pojmi prikritega, zavajajočega in sublimiranega oglaševanja. V empiričnem delu naloge smo izvedli anketni vprašalnik za ugotavljanje vpliva neetičnega oglaševanja na stališča in vedenja odjemalcev. Uporabljen je bil spletni vprašalnik, in sicer s pomočjo portala 1ka. Kvantitativna analiza je zajemala vzorec 100ih oseb na Hrvaškem. Analizirani podatki teoretičnega dela in primerjava glavnih zaključkov z empiričnimi izsledki so povzeti v sklepu.The master\u27s thesis »Ethical dilemmas in the field of advertising« deals with the issue of unethical advertising, or the impact of unethical advertising on the attitudes and behavior of customers. The theoretical part of the thesis explains the concept of advertising, the objectives and problems of advertising, the role and functions of advertising, and the media of advertising and their manipulation. It also explains ethics and business ethics. In order to facilitate the introduction to the topic of the assignment, we have also defined the concepts of ethics in advertising and the code of ethics. It is stressed that the market performance itself is not what it should be and the trust of the end user is often abused. The examples worked on in the thesis clearly illustrate this. Child abuse in advertising, where racism and sexism can often be identified, is one example of unethical behavior in the advertising industry. Another example that is common is the attitude towards women, the treatment of women as object and sexism in advertising. The concepts of disguised, misleading and subliminal advertising are explained in more detail along with the examples. In the empirical part of the thesis, a questionnaire survey was carried out to determine the impact of unethical advertising on consumers’ attitudes and behavior. An online questionnaire was used, using the 1ka portal. The quantitative analysis covered a sample of 100 persons in Croatia. The data analyzed in the theoretical part and the comparison of the main conclusions with the empirical findings are summarized in the conclusion