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Etično oglaševanje in samoregulativa
Jančič, Zlatko (Author)

URLURL - Presentation file, Visit http://dk.fdv.uni-lj.si/tip/tip19996jancic.PDF This link opens in a new window

Abstract
Povzetek. Oglaševalska stroka se proti številnim kritikam na njen račun bori ne le z argumentacijo legitimnosti svojega početja, pač pa zlasti z izdelanim sistemom samoregulative oglaševanja. Sistem, ki temelji na sprejetju rigoroznih kodeksov oglaševanja, je v partnerskem razmerju z zakonodajo in služi sankcioniranju posamičnih oglaševalcev, ki v gonji po profitu prekršijo temeljne moralne norme. Kljub dejstvu, da je oglaševanje ena najbolj reguliranih oblik komuniciranja, se v medijski prostor še vedno prikradejo posamezna etično sporna sporočila. Ker je neetičnost uporabe komunikacijskih sredstev skoraj vedno posledica neetičnosti njihovega uporabnika ali naročnika, je dokončno rešitev problema moč iskati tudi v spremembi paradigme menedžmenta. Sodobni trendi, ki opisujejo prehod k razsvetljenemu podjetništvu, najavljajo tovrstne spremembe in oglaševanju tako postavljajo nov izziv - da postane etična komunikacija ne le zaradi nuje lastne legitimizacije, ampak iz nuje po samoumevni etičnosti procesov menjave v družbi.

Language:Slovenian
Keywords:trženje, ekonomska propaganda, poslovna etika, poklicna etika, oglaševanje, zakonodaja, kodeks
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:EF - Faculty of Economics
Year:1999
Number of pages:str. 957-975
Numbering:Letn. 36, št. 6
UDC:339.138
ISSN on article:0040-3598
COBISS.SI-ID:10459878 Link is opened in a new window
Views:874
Downloads:234
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Record is a part of a journal

Title:Teorija in praksa
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Secondary language

Language:Unknown
Abstract:
Advertising industry faces severe social criticism by continous counter argumentation and, most importantly, with a profound system of self-regulation. Mechanisms of self-regulation base themselves on the acceptance of rigorous codes of advertising practice. In partnership with the state regulatory bodies, advertising, industry voluntarily sanctions individual advertisers that breach the fundamental ethical norms. In spite of the well established system of advertising regulation the ethically questionable advertisements still emerge. Unethical communication behaviour isalmost always an outcome of particular advertiser's unethical orientation, therefore the best way to avoid it, besides its regulation, is in the management paradigm change. Contemporary rise of an enlightened enterpreneurship is a good sign in this direction. Advertising is facing a newchallenge - to become a virtuous communication not out of the necessity of its legitimisation, but out of the necessity for immanent ethics in all exchange processes in the society.

Keywords:marketing, economic propaganda, business ethics, professional ethics, code, legislation, advertisement

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