Subliminalno oglaševanje

• Main Author: Kacjan, Vanessa
• Other Authors: Završnik, Bruno
• Format: Bachelor Thesis
• Language: Slovenian
• Published: V. Kacjan 2018
• Subjects: Prikrito oglaševanje; umeščanje izdelkov; etika; vedenje odjemalcev; zakonodaja; samoregulacija; Subliminal advertising; product placement; ethics; consumer behaviour; legislation; selfregulation; info:eu-repo/classification/udc/659.1; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=71817; https://dk.um.si/Dokument.php?id=128458&dn=; https://plus.si.cobiss.net/opac7/bib/13184540?lang=sl

V delu sem najprej morala raziskati oglaševanje kot tako, kako vpliva na vedenje odjemalcev in na kakšen način se le – ti odločajo za nakup. Glavni problem diplomske naloge pa je bilo subliminalno oglaševanje. Beseda je tuja, v slovenščino se prevede v prikrito oglaševanje, torej že ime pove, da oglaševalec oglašuje tako, da ni na prvo žogo očitno. Ker je tak način oglaševanja manj moteč in manj očiten, se ga oglaševalci radi poslužujejo. Kot ugotovimo v delu, je subliminalno oglaševanje v nekaterih oblikah zelo razširjeno in lahko tudi zelo učinkovito. Še posebej priljubljena je uporaba »product placement-a«. Nekateri so mnenja, da s takšnim načinom oglaševanja oglaševalci zavajajo odjemalce in da je to način manipulacije – »naredimo vse, da se izdelek proda, tudi če jim moramo to vcepiti v podzavest.« V zvezi s subliminalnim oglaševanjem nas je zanimalo, v kakšnih oblikah se pojavlja v medijih, na kakšen način ta vpliva na odjemalce, glavno vprašanje, na katerega si odgovorimo v delu pa je, ali je subliminalno oglaševanje dejansko učinkovito. V delu sem se dotaknila tudi etičnosti oglaševanja, ki gre s subliminalnim oglaševanjem z roko v roki, prav zaradi svoje neagresivnosti in obtožb, da je način manipulativen. Prav zaradi neetičnega prizvoka prikritega oglaševanja, pa je država oblikovala določene zakone, ki to oglaševanje omejujejo in v tem smislu tudi zaščitijo potrošnika. V delu sem raziskala zakone, kjer je omenjeno prikrito oglaševanje, a ker zakonodaja velikokrat ne zadostuje, se je v oglaševanju oblikovala tudi tako imenovana samoregulacija, torej da podjetja sama regulirajo svoje delovanje na trgu. Po raziskovanju literature je bil moj sklep naslednji: Da, subliminalno oglaševanje je učinkovito, vendar ne v vseh oblikah. S strani znanstvenikov je bilo dokazano, da avdio in vizualna subliminalna spročila na odjemalca vplivajo v strogih laboratorijskih pogojih, ter le če je izdelek povezan s trenutnimi željami in potrebami odjemalca, ki se mu subliminalno oglašuje. sicer je dokazano, da lahko takšna sporočila vplivajo na odjemalčeve možgane, vendar le v minimalnih merah. Po drugi strani pa imamo oblike takšnega oglaševanja, ki se na veliko uporabljajo in so se izkazale za zelo učinkovite – prva izmed teh je umeščanje izdelkov v popularne serije, filme, glasbene videospote itd., po mojem mnenju ena izmed učinkovitejših je tudi plačana oglaševalska vsebina, predstavljena kot novinarski članek. Tukaj sem mnenja, da dejansko gre za zavajanje potrošnika, ki v malovernosti verjame, da bere neodvisen novinarski članek, ki je pravzaprav oglas, vendar pa prav na ta način pridobi bralca – s svojo neagresivnostjo, kar je pravzaprav ena izmed glavnih karakteristik prikritega oglaševanja. Ljudje verjamejo, da je oglaševalski svet poleg klasičnih oglasov nasičen tudi s subliminalnimi, vendar oglaševalci sami trdijo, da takšnega načina oglaševanja ne uporabljajo. Ker je tema zelo obsežna, se bomo v nadaljevanju konkretneje posvetili vsem zgoraj omenjenim. In my work, I first had to reasearch the concept of advertising, how it affects the consumer behavior, and their process of decision – making. The main problem of the thesis was subliminal advertising. The word is foreign, it translates into disguised advertising, and as the name suggests, advertising in such a way, is not as obvious as perhaps more classic advertising. Since this type of advertising is less disruptive and less obvious, advertisers want to make use of it. As you will be able to see, subliminal advertising, is in some forms, very widespread and can also be very effective. Especially popular is the use of product placement. Some say that with this kind of advertising, advertisers are misleading customers and it is a way of manipulating them - "we do everything to sell the product, even if we need to get it into the subconscious." I was interested in what forms subliminal advertising appears in the media and how it affects cunsumers, but the main question that I answered, was whether subliminal advertising is actually effective. In my work, I also touched upon ethics of advertising, which goes hand in hand with subliminal advertising, precisely because of its non - aggressiveness and allegations that it is manipulative. It was because of the unethical ways of subliminal advertising that the state has set up certain laws that restrict these kidns of advertising and in this sense also protects the consumer. In my work, I investigated the laws where hidden advertising was mentioned, but because legislation is often not sufficient enough, advertising has also created the so-called self-regulation, that is means, that companies themselves regulate their functioning on the market. After researching literature, my conclusion was: Yes, subliminal advertising is effective, but not in all its forms. Scientists have proven that audio and visual subliminal messages affect the consumers in strict laboratory conditions, and only if the product is linked to the current wishes and needs of the client, that is being subliminally advertised to. Otherwise, it has been shown that such messages can affect the client's brain, but only at minimum rates. On the other hand, we have forms of such advertising that are widely used and have proven to be very effective - the first of which is the placement of products in popular series, movies, music videos, etc. In my opinion, one of the more effective ways of subliminal advertising is paid advertising content, presented as a journalistic article. Articles disguised as adverts are in fact misleading to consumers who, in maloverability, believe, that they are reading an independent journalistic article. In this way, the ad acquires the reader – with its non – aggressiveness, which is in fact one of the main characteristics of disguised advertising. People believe that in addition to classic ads, the advertising board is saturated with subliminal ones, but advertisers themselves claim that they do not use this kind of advertising. As the topic is very comprehensive, we will focus more on the above mentioned in the work below.