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master's thesis
DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:615472
Faletar, Kristina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Faletar, K. (2023). DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:615472

Faletar, Kristina. "DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:615472

Faletar, Kristina. "DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:615472

Faletar, K. (2023). 'DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:615472

Faletar K. DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:615472

K. Faletar, "DJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:615472

Metadata
TitleDJEČJI MARKETING S OSVRTOM NA MANIPULATIVNO OGLAŠAVANJE USMJERENO NA DJECU : Diplomski rad
Title (english)CHILDREN'S MARKETING WITH A FOCUS ON MANIPULATIVE ADVERISING AIMED AT CHILDREN : Graduate paper
AuthorKristina Faletar
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu je tema koja istražuje načine na koje marketinške strategije utječu na djecu i njihove potrošačke navike. Manipulativno oglašavanje usmjereno na djecu odnosi se na praksu koja koristi različite tehnike kako bi utjecala na djecu i potaknula ih da žele određene proizvode i usluge. Ova vrsta oglašavanja često koristi boje, zvukove, poznate likove iz crtića ili igračaka te stvara idealizirane situacije kako bi djecu privukla i potakla na konzumerizam. Tema istražuje utjecaj manipulativnog oglašavanja na djecu, uključujući njihovu konzumerističku orijentaciju, formiranje vrijednosti i stavova te financijski utjecaj na roditelje. Unatoč manipulativnim praksama, postoje i primjeri dobre prakse dječjeg marketinga koji se fokusiraju na edukaciju, zabavu i promicanje pozitivnih poruka. U radu, primjer dobre prakse povezuje se sa globalnim trgovačkim lancem – IKEA. U radu su korišteni sekundarni izvori podataka te sekundarna istraživanja. Cilj rada je ispitati primjere dobre prakse dječjeg marketinga koji se fokusiraju na edukaciju, zabavu i promicanje pozitivnih poruka te analizirati utjecaj manipulativnog oglašavanja na djecu. Hipoteze koje se postavljaju prije samoga rada su: „Djeca koja su izložena manipulativnom oglašavanju pokazuju veću sklonost prema nezdravim prehrambenim navikama i potrošnji nezdravih proizvoda“ i „Društveno odgovorni marketing usmjeren na djecu ima pozitivnu korelaciju s edukacijom o zdravim navikama i poticanjem pozitivnih vrijednosti“.
Abstract (english)
Children's marketing with reference to manipulative advertising aimed at children is a topic that explores the ways in which marketing strategies influence children and their consumption habits. Manipulative advertising aimed at children refers to the practice of using various techniques to influence children and encourage them to want certain products and services. This type of advertising often uses colors, sounds, familiar characters from cartoons of toys, and creates idealized situations to attract children and encourage consumerism. The topic explores the impact of manipulative advertising on children, including their consumerist orientation, the formation of values and attitudes, and the financial impact on parents. Despite the manipulative practices, there are also examples of good practice in children's marketing that focus on education, entertainment and promoting positive messages. In the paper, an example of good practice is linked to the global retail chain – IKEA. Secondary dana sources and secondary research were used in the paper. The aim of the paper is to examine examples of good practice in children's marketing that focus on education, entertainment and promotion of positive messages, and to analyze the impact of manipulative advertising on children. The hypotheses that are set before the work itself are: „Children who are exposed to manipulative advertising show a greater tendency towards unhealthy eating habits and the consumption of unhealthy products“ and „Socially responsible marketing aimed at children has a positive correlation with education about healthy habits and encouraging positive values“.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:615472
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-18 10:49:55