Uloga reklama na potrošačke navike predškolske djece

master's thesis

• Title (english): The Impact of Advertising on Consumer Habits of Preschool Children
• Author: Morena Blažević
• Mentor: Marina Gabelica (mentor)
• Committee member: Dubravka Težak (predsjednik povjerenstva)
• Committee member: Marina Gabelica (član povjerenstva)
• Committee member: Lana Ciboci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Teacher Education; Zagreb
• Defense date and country: 2019-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Mass Media
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Pedagogy; Early Childhood and Preschool Pedagogy

Abstract

Oglašavanje podrazumijeva isticanje određenih svojstava proizvoda s ciljem poticanja njegove prodaje. Svojstva koja se ističu često su prenaglašena i ističu tvrdnje koje nisu uvijek istinite, a svrha im je prodaja određenog proizvoda ili usluge. Često takvim prezentiranjem proizvoda može doći do obmanjivanja potrošača. Zbog toga marketinški stručnjaci razlikuju pojam reklame od pojma oglašavanja, odnosno ekonomske propagande, a za razliku od negativnih konotacija i nepoželjnih aktivnosti koji se pripisuju pojmu reklama, oglašavanje ili ekonomska propaganda potreban je, često neizostavan dio promocijskoga, odnosno marketinškoga miksa. Suvremeno društvo karakterizira velika izloženost medijima od najranije dobi. Istraživanja pokazuju da su djeca predškolske dobi svakodnevno izložena utjecaju različitih medija, koji time postaju važan čimbenik u oblikovanju dječjih uvjerenja i želja. S obzirom na to da djeci nedostaje kritičnost koju donosi životno iskustvo, marketinški stručnjaci često koriste reklame kako bi manipulirali djecom i pritom koriste različite tehnike poput glazbe koja je djeci jako privlačna, animiranih likova, poklanjanjem igračaka uz kupljeni proizvod i slično, a sve s ciljem da djeca požele određeni proizvod i potom ga kupe vlastitim novcem ili potaknu svoje roditelje na njegovu kupnju. Cilj izrade ovog rada je analizirati ulogu reklama na potrošačke navike predškolske djece. Rezultati istraživanja pokazali su da djeca predškolske dobi najčešće razumiju sadržaj i svrhu oglasa koje gledaju, da oglasi utječu na razvoj mišljenja i stavova kod djece predškolske dobi te da djeca predškolske dobi često traže roditelje da im kupe proizvode koje su vidjeli u oglasima.

Abstract (english)

Advertising implies highlighting certain product features to promote its sales. Highlighted properties are often overestimated and used for pointing out claims that do not have to be true in each and every case of using the product and its final aim is product sale. Such presentation of the product results in deception of consumers. Because of this, the marketing experts differentiate the concept of commercial from the term advertising or economic propaganda, and unlike the negative meaning and unwanted activities described by the term commercial, advertising or economic propaganda, it is necessary, often an indispensable part of the promotional or marketing mix. One of the main characteristics of the modern society is high exposure to media from the earliest age. Studies show that children of preschool age are exposed to the influence of different media on a daily basis, thus media is becoming an important factor in shaping children's beliefs and desires. Given that children lack the criticalness of life experiences, they become a target group of media market which create artificial wishes and needs for an advertised product by manipulating children through the use of music, animated characters, giving free toys together with the purchased product etc.The goal of this paper is to analyze the impact of advertising on consumer habits of preschool children.The research results show that preschool children understand the content and purpose of advertisements they see, that advertising affects the development of opinions and attitudes in preschool children, and that preschool children are asking their parents the bundles of the products they saw on the ads.

• Keywords: reklame; djeca predškolske dobi; roditelji; mediji; oglašavanje
• Keywords (english): commercial; preschool children; parents; media; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:147:232115
• Study programme: Title: Graduate University Study of Early and Preschool Education; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ranog i predškolskog odgoja i obrazovanja (magistar/magistra ranog i predškolskog odgoja i obrazovanja)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-12-04 12:05:18