Access restricted to higher education institution's students and staff
master's thesis
Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu

Ivan Pirić (2016)
Metadata
TitleDječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu
AuthorIvan Pirić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Posljednjih godina djeca su postala vrlo važna ciljna skupina industrije oglašavanja. Djeca se nisu sposobna oduprijeti tržišnoj komunikaciji pa zato pred njihovim pogledima često padaju roditeljske odluke o kupnji. Marketinški stručnjaci se domišljaju najkreativnijim metodama ne bi li ih privukle proizvodima koje oglašavaju. Marketinške tvrtke koriste činjenicu da najmlađi potrošači nemaju kritičkog odnosa prema onomu što žele kupiti, da su podložniji oglašavačkim porukama, te nije slučajno da se privlačne igračke i šarene kutije s raznoraznim proizvodima na policama trgovačkih lanaca nalaze upravo nadohvat dječjih ruku. Zlorabljena je dječja karakteristika i sklonost prikupljanju koja je povezana s djetetovom sve većom sposobnošću klasificiranja i kategoriziranja objekata. Mnogi proizvođači zato osmišljavaju goleme serije sličica, igračaka i različitih likova koje treba prikupiti.
KeywordsChildren's marketing children as consumers tweens manipulative advertising towards young consumers legal regulation of advertising aimed at children
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Josip Mesarić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
In the last few years, children have become a very important target audience of advertising. Children are not capable of resisting the market communication which enables their parents to give in their every whim. Marketing experts are very capable in coming up with the most creative methods to entice the children with the products they advertise. Marketing companies benefit from the fact that the youngest consumers lack the critical eye towards the products and succumb more easily to the advertising messages and it is no accident that the desired toys and colourful boxes with various products on the shelves in large chain stores are just within children's reach. Very often, children's tendency and capability to classify and categorize objects is misused. Therefore, a large number of manufacturers devise great series of collectible stickers, pictures, toys and characters.
Parallel keywords (Croatian)dječji marketing djeca kao potrošači tweensi manipulativno oglašavanja usmjereno djeci pravna regulacija oglašavanja usmjerenog djeci
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:974220
CommitterGordana Kradijan