Etički aspekti modne industrije: Kako marketinške kampanje u modnoj industriji odgovaraju na suvremene izazove

master's thesis

• Title (english): Ethical aspects of the fashion industry: How marketing campaigns in the fashion industry respond to contemporary challe
• Author: Nives Osredečki
• Mentor: Krešimir Dabo (mentor)
• Committee member: Davor Trbušić (predsjednik povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Committee member: Krešimir Dabo (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-07-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad bavi se pitanjem etičke komunikacije u modnoj industriji, s naglaskom na
tematiziranju rodnih uloga, djece u medijima i trenutačnom stanju u svijetu (ratna zbivanja).
Empirijsko istraživanje obuhvatit će dvije vrste istraživanja – kvalitativno i kvantitativno. Prvo
podrazumijeva odabir pet oglašivačkih kampanja koje imaju jasne zajedničke parametre, a
unutar kojih će se analizom sadržaja (kvalitativna metoda) utvrditi komunikacijski elementi
poput komunikacijskog tona, sadržaja, vrste oglašivačkog apela i slično. Drugo će istraživanje
anketom (kvantitativna metoda) provjeriti što ciljana skupina (ispitanici) misli o odabranim
kampanjama te kako vrednuje njihove različite aspekte utvrđene u ranije provedenoj analizi
sadržaja te njihovu etičnost. Glavni je cilj istraživanja utvrditi kako ciljana javnost doživljava
etičnost komunikacije u oglašivačkim kampanjama odabranih primjera. Sekundarni je cilj
provjeriti utječu li etički aspekti komuniciranja u kampanjama kod donošenja odluke o kupnji
odabranih brendova. Višedimenzionalnim istraživačkim pristupom rad nastoji bolje razumjeti
stavove i mišljenja ciljanih skupina o pitanju etičke komunikacije u oglašavanju te otvoriti
prostor raspravi o pitanjima etične i odgovorne komunikacije u oglašavanju.

Abstract (english)

This graduate thesis deals with the issue of ethical communication in the fashion industry, with
an emphasis on the thematization of gender roles, children in the media and the current state of
the world (war events). Empirical research will include two types of research - qualitative and
quantitative. The first involves the selection of five advertising campaigns that have clear
common parameters, within which communication elements such as communication tone,
content, type of advertising appeal and the like will be determined through content analysis
(qualitative method). The second research will use a survey (quantitative method) to check with
the target group (respondents) what they think about the selected campaigns and how they
value their various aspects determined in the previously conducted content analysis and their
ethics. The main goal of the research is to determine how the target public perceives the ethics
of communication in the advertising campaigns of the selected examples. The secondary goal
is to verify whether the ethical aspects of communication in campaigns influence the decision
to purchase selected brands. Through a multidimensional research approach, the work seeks to
better understand the attitudes and opinions of the target groups on the issue of ethical
communication in advertising and to open a space for discussion on issues of ethical and
responsible communication in advertising.

• Keywords: etika; modna industrija; suvremeni izazovi; reklamne kampanje
• Keywords (english): ethics; fashion industry; contemporary challenges; advertising campaigns
• Language: croatian
• URN:NBN: urn:nbn:hr:111:497136
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-17 12:10:00