Analiza oglašavanja usmjerenog prema djeci u primetime terminu RTL-a i Nove TV

master's thesis

• Title (english): An Analysis of Child-Focused Primetime Advertising on RTL and Nova TV
• Author: Petra Mezdjić
• Mentor: Igor Kanižaj (mentor)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2018-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

21. stoljeće nezamislivo je bez reklama. Gdje god krenemo okruženi smo reklamnim plakatima, natpisima, letcima u javnom prijevozu, oglasima na društvenim mrežama i brojnim reklamama koje upotpunjuju televizijski sadržaj. Reklame i oglašavanje pojmovi su koji se ne mogu zaobići u današnje digitalno doba. Cilj reklamiranja, prodaja je određenog proizvoda ili usluge potrošačima. U želji da pošalju poruku određenim ciljnim skupinama oglašivači nerijetko kreiraju i odašilju posebne poruke upućene djeci i mladima, a u kojoj mjeri reklamna industrija koristi maloljetne potrošače, djecu, obraditi će se u ovome radu. U radu je prikazano što znače pojmovi oglašavanje i reklama te kako su se razvili kroz povijest.
Cilj je ovog istraživanja proučiti televizijske reklame emitirane na hrvatskim komercijalnim televizijama te utvrditi prikazuju li se u njima djeca i u kojoj mjeri. U dvotjednom periodu provedena je kvantitativna analiza sadržaja na RTL televiziji, a zatim dvotjedna kvantitativna analiza sadržaja na NOVA TV.
Rezultati su opovrgnuli postavljene hipoteze te pokazali kako se djeca prikazuju u manje od 50% ukupno emitiranih reklama na RTL-u i NOVOJ TV u jutarnjem i večernjem terminu. Nadalje, rezultati su pokazali kako postoji određen broj reklama koje, iako ne prikazuju djecu kao aktere, koriste alate poput animiranih glasova i animiranih likova koji daju naslutiti da se reklame obraćaju djeci.
Budući da su mediji postali neizostavan dio života svake osobe, pa tako i djece, važno je provoditi ovakva istraživanja kako bi se istražilo koriste li se djeca u svrhu reklamiranja te time ukazalo na moguće negativne posljedice.

Abstract (english)

The 21st century is unthinkable without advertising. Wherever we go we are surrounded by advertising posters, insignia, public flyers, social ads and numerous advertisements that complement the television content. Advertising and commercials are concepts that can not be overlooked in today's digital age. The purpose of advertising is selling a certain product or service to consumers. In order to send a message to specific target groups, advertisers often create and send special messages addressed to children and young people, and to what extent the advertising industry uses juvenile consumers, children, will be treated in this work. This paper presents what the concepts of advertising and commercial mean and how they evolved through history.
The aim of this study is to study television commercials broadcast on Croatian commercial television and to determine whether and to what extent children are presented in them. In the two-week period, quantitative analysis of content on RTL television was carried out, followed by two-week quantitative analysis of content on NOVA TV.
The results deny the set hypothesis and show that children are present in less than 50% of the total broadcasting on RTL and NOVA TV in the morning and evening period of broadcasting. Further, the results show that there are a number of advertisements that, though not showing children as actors, use tools like animated voices and animated characters that suggest that advertisements address the children.
Since the media have become an inevitable part of every person's life, including children, it is important to conduct such research to investigate whether children are being used for advertising and thus suggesting possible negative consequences.

• Keywords: reklame; oglašavanje; djeca; televizijske reklame; RTL; NOVA TV; analiza sadržaja; primetime
• Keywords (english): advertising; advertising; children; television commercials; RTL; NOVA TV; content analysis; primetime
• Language: croatian
• URN:NBN: urn:nbn:hr:114:802472
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2018-10-30 10:35:04