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master's thesis
Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)
Dubrovnik: University of Dubrovnik, 2022. urn:nbn:hr:155:816485
Marinčić, Jelena
University of Dubrovnik

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Marinčić, J. (2022). Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života) (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:816485

Marinčić, Jelena. "Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)." Master's thesis, University of Dubrovnik, 2022. https://urn.nsk.hr/urn:nbn:hr:155:816485

Marinčić, Jelena. "Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)." Master's thesis, University of Dubrovnik, 2022. https://urn.nsk.hr/urn:nbn:hr:155:816485

Marinčić, J. (2022). 'Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)', Master's thesis, University of Dubrovnik, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:816485

Marinčić J. Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života) [Master's thesis]. Dubrovnik: University of Dubrovnik; 2022 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:155:816485

J. Marinčić, "Agresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)", Master's thesis, University of Dubrovnik, Dubrovnik, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:155:816485

Metadata
TitleAgresivnost i neetičnost tržišta dječje hrane (dojenčad i djeca do 2 godine života)
Title (english)Aggressiveness and unethical practices of the health food market (infants and children up to 2 years of age)
AuthorJelena Marinčić
MentorMatea Matić Šošić (mentor)
MentorIvan Jelčić (komentor)
Committee memberIvan Jelčić (predsjednik povjerenstva)
Committee memberNatalia Stagl-Škaro (član povjerenstva)
Committee memberĐorđe Obradović (član povjerenstva)
GranterUniversity of Dubrovnik
Dubrovnik
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Mass Media
Abstract
Majčino mlijeko je najbolja prehrana koju majka može omogućiti svom djetetu. Prema istraživanjima majčino mlijeko i dojenje nudi niz pogodnosti kao što su imunološka zaštita, emocionalna povezanost te bolja kognitivni razvoj djeteta. Veliki dio odgovornosti za to snosi BMS industrija koja koristi agresivne marketinške metode kako bi uvjerila majke da je adaptirano mlijeko jednako dobro kao majčino mlijeko. Nakon bojkota velikih prehrambenih divova osamdesetih godina prošlog stoljeća, BMS industrija je primorana promijeniti načine svog oglašavanja. Bojkot BMS industrije je doveo do osnivanja Kodeksa mlijeka. BMS industrija se obavezala da će prestati koristiti agresivne marketinške taktike poput doniranja besplatnih uzorka proizvoda bolnicama, plaćanje provizije doktorima, upošljavanje lažnih medicinskih sestara koje promoviraju njihove proizvode, te korištenje agresivnih slogana koji insinuiraju da je adaptirano mlijeko bolje od majčinog mlijeka. Glavni cilj ovog rada je ispitati i dokazati da se BMS industrija koristi agresivnim marketinškim strategijama i time krši zakone i propise Kodeksa. Kao case study istražuje se agresivni marketing i neetičnost tržišta dječje hrane u Nigeriji, Filipinima i Hrvatskoj. Dodatni ciljevi bili su istražiti propagiranje agresivnog marketinga korporacije Nestle. Istraživanje je provedeno putem društvene mreže Facebook. U anketi je sudjelovalo je sudjelovalo 311 ispitanica. Rezultati istraživanja pokazuju da su agresivne metode marketinga još prisutne na sva tri tržišta.
Abstract (english)
Breast milk is the best nutrition a mother can provide for her child. According to research, mother's milk and breastfeeding offer a number of benefits such as immune protection, emotional connection and better cognitive development of the child. Much of the responsibility for this lies with the BMS industry, which uses aggressive marketing methods to convince mothers that formula is just as good as breast milk. After the boycott of the big food giants in the 1980s, the BMS industry was forced to change its advertising methods. The BMS industry boycott led to the establishment of the Milk Code. The BMS industry has pledged to stop using aggressive marketing tactics such as donating free product samples to hospitals, paying commissions to doctors, employing fake nurses to promote their products, and using aggressive slogans that insinuate that formula is better than breast milk. The main goal of this paper is to examine and prove that the BMS industry uses aggressive marketing strategies and thus violates the laws and regulations of the Code. As a case study, the aggressive marketing and unethical nature of the baby food market in Nigeria, the Philippines and Croatia is investigated. Additional goals were to explore aggressive marketing of Nestle corporation. The research was conducted through the social network Facebook. 311 respondents took part in the survey. The research results show that aggressive marketing methods are still present in all three markets.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:816485
Study programmeTitle: Media
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra javnih medija (magistar/magistra javnih medija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-12-02 10:18:26