Prikriveno oglašavnje kao nedopuštena tehnika u odnosima s javnošću

master's thesis

• Title (english): Surreptitious advertising as illecit techniques in public relations
• Author: Ivana Katić
• Mentor: Danijel Labaš (mentor)
• Mentor: Zdeslav Milas (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Zdeslav Milas (član povjerenstva)
• Committee member: Irena Sever (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2014-05-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Odnosi s javnošću su društvena znanost koja omogućava komunikaciju pojedinaca ili organizacija s javnosti. Pri komuniciranju i uspostavi odnosa koristi se raznim tehnikama. Prikriveno oglašavanje jedna je od tehnika definirana kao nedopuštena, a cilj joj je ojačati imidž oglašavane usluge ili proizvoda. Svakodnevnim porastom oglašavanja i pojave zasićenosti oglasnih poruka stvara se potreba korištenja nedopuštene tehnike kojom se obmanjuje primatelje medijskih poruka.
Pravnom regulacijom nastoji se uvesti red, a etičko ponašanje trebalo bi biti temelj u djelovanju odnosa s javnošću. Naime, društveno odgovorno poslovanje jedan je od ciljeva odnosa s javnošću. Prikrivene poruke sve je teže prepoznati pa kako takve poruke imaju znatno veću vjerodostojnost od klasičnih poruka oglašavanja, korisnici medija svakodnevno su izloženi zavaravanju.

Abstract (english)

Public Relations (PR) is social science that allows individuals or organizations to communicate with the public. When communicating and establishing relationships various techniques are used. Surreptitious advertising is one of the techniques defined as unacceptable and seeks to strengthen the image of the advertised service or product. Daily increase in advertising and the saturation of advertising messages creates the necessity of using improper techniques that can deceive recipients of media messages.
While establishing legal regulations seeks to impose order, ethical behavior should be the basis of public relations actions. The corporate social responsibility (CSR) is one of the goals of public relations. Hidden messages are increasingly difficult to identify and because such messages are significantly more credible than traditional advertising messages, media consumers are exposed to deceit on daily basis.

• Keywords: odnosi s javnošću; tehnike odnosa s javnošću; prikriveno oglašavanje; zakon o nedopuštenom oglašavanju; etika
• Keywords (english): public relations; techniques in public relations; surreptitious advertising; the Law on false advertising; ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:111:132918
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2015-10-27 10:27:56