ETIČNOST OGLAŠEVANJA V ŽENSKIH REVIJAH - Horvat, Tadeja ([T. Horvat], 2015)
Z razvojem slovenskega ženskega revijalnega tiska se je pojavila velika konkurenca, ki ima velik vpliv na samo prodajo in oglaševanje v reviji. Danes med revijami poteka »boj« za pridobitev oglaševalcev. Več oglaševalcev v reviji pomeni višji dobiček in obstoj na trgu. Menimo, da se je prav zaradi močne konkurence spremenila etičnost oglaševanja. Uredniška in tržna ekipa si prizadevata pridobiti čim več oglaševalcev in dvomimo, da se ob tem sprašujejo ali so vsi objavljeni oglasi etični. Prav tako pa sami nekatere oglase »skrijejo« v uredniške članke. Namen magistrske naloge je bil raziskati področje etičnosti oglaševanja v ženskih revijah, kar smo naredili na podlagi anketnega vprašalnika in z analizo na podlagi Slovenskega oglaševalskega kodeksa. Naloga je razdeljena na teoretični in empirični del. V teoretičnem delu smo predstavili osnovne pojme, kot so etika, morala, oglaševanje, zakonske osnove za oglaševanje in podobno. V aplikativnem delu smo preučili etičnost oglaševanja v reviji Ženski svet in L&Z na dva načina. Kot prvo smo analizirali celotno vsebino obeh revij, glede na Slovenski oglaševalski kodeks. V drugem delu raziskave pa smo s pomočjo anketnega vprašalnika preverili percepcijo ljudi o etičnosti oglasov. Raziskava na podlagi Slovenskega etičnega kodeksa je pokazala, da oglaševanje v obeh obravnavanih revijah ni v skladu s Slovenskim oglaševalskim kodeksom. Ugotovili smo, da je tako pri reviji L&Z kot pri reviji Ženski svet, glavni problem etičnosti prav pojav hibridnih sporočil (oziroma kršitev 6. člena kodeksa, ki se navezuje na prepoznavanje oglasnih vsebin). Na podlagi anketnega vprašalnika smo ugotovili, da ljudje niso prepoznali veliko etično spornih prispevkov. Tisti anketiranci, ki pa so jih, so kot glavni razlog za etično spornost pri obeh revijah navedli prikrito oglaševanje. Ugotovili smo, da je dojemanje etičnosti oglaševanja v reviji L&Z in Ženski svet na podlagi slovenskega oglaševalskega kodeksa in anketnega vprašalnika različno. Anketiranci so oglaševanje v obeh revijah dojeli kot manj etično sporno kot je pokazala naša analiza na podlagi Slovenskega oglaševalskega kodeksa. Skupna ugotovitev obeh raziskav etičnosti oglaševanja pa je pojav prikritega oglaševanja. With the development of women's magazines in Slovenia a significant competition has arisen, which has an important influence on sales and on the advertisements in the magazines. Today, magazines “fight” to acquire advertisers. The more advertisers a magazine has, the larger their revenues are and the better the magazine’s position is in the market. We are of the opinion that this strong competition has changed the ethics of advertising. Editorial and marketing teams are trying to acquire as many advertisers as possible and we doubt that they always consider if the advertisements are ethical. Moreover, they even “hide” advertisements in editorial articles. The purpose of this Master thesis was to research the ethics of advertising in women’s magazines, and it was conducted on the basis of a questionnaire and an analysis based on the Slovenian Code of Ethics for Advertising. The thesis consists of a theoretical and an empirical part. In the theoretical part the basic terms, such as ethics, moral, advertising and legislative framework for advertising are described. In the applied part we studied the ethics of advertising in the magazines Ženski svet and L&Z in two ways. First we analysed the content of both magazines based on the Slovenian Code of Ethics for Advertising. In the second part of the study we evaluated how people perceive the ethics of advertisements by using a questionnaire. The analysis based on the Slovenian Code of Ethics for Advertising showed that advertising in both magazines is not in line with the Slovenian Code of Ethics for Advertising. It was found that in the magazines L&Z and Ženski svet the main ethical problem is the phenomenon of hybrid messages (or infringement of Article 6 of the Code which refers to the recognition of marketing contents). Based on the questionnaire we found out that respondents did not recognise many ethically disputable articles. Those who did recognise them stated that the main reason for the ethical disputability of both magazines is surreptitious advertising. We found out that the comprehension of advertising ethics in the magazines L&Z and Ženski svet differs between the Slovenian Code of Ethics for Advertising and the questionnaire. The respondents viewed the advertising in both magazines as less ethically disputable than our analysis based on the Slovenian Code of Ethics for Advertising proved it to be. The joint finding of both studies on ethics in advertising is the phenomenon of surreptitious advertising.