Odnos osnovnošolcev do oglaševanja : diplomsko delo

Lesica, Neva (author), Kostanjevec, Stojan (mentor)

Z oglaševanjem se srečujemo vsak dan. Spremljamo ga na televiziji, v časopisih in revijah, na internetu, na plakatih in v drugih oblikah ter na različnih mestih. Mnogokrat se ne zavedamo vpliva oglasov na naše nakupne odločitve. Namen vsakega oglasa je, da nas prepriča v nakup točno določenega izdelka. Pri tem se oglaševalci poslužujejo različnih tehnik. Glede na to, da jim velikokrat uspe prepričati odraslo in izobraženo osebo, je skrb vzbujajoče, da imajo velik vpliv tudi na otroke, saj je velik delež oglasov namenjen prav njim. Otroci, predvsem najmlajši, predstavljajo občutljivo populacijo, ker se njihovo kognitivno mišljenje še razvija. Zato še niso sposobni v celoti razbrati meje med programsko vsebino in oglasom, predvsem pa ne morejo razbrati namena in prepričevalne narave oglasov. V raziskovalnem delu diplomskega dela sem z intervjujem želela ugotoviti, kakšen je odnos osnovnošolcev do oglaševanja. Z učenci prvega, šestega in devetega razreda sem izvedla strukturiran intervju. V prvem delu sem učencem postavljala splošna vprašanja o oglaševanju, v drugem delu pa smo si pogledali štiri tiskane in štiri video oglase, o katerih sem jim potem postavila še nekaj vprašanj. Rezultati so pokazali, da učenci vseh starosti opazijo oglase in so pozorni nanje, predvsem na tiste, ki v njih vzbudijo interes. Vendar pa imajo večji vpliv na mlajše učence, ki še ne razumejo povsem namena oglaševanja. Večino učencev privlačijo oglasi, ki so zanimivi, izvirni, smešni in imajo privlačno glasbo. Sklepamo lahko, da oglaševalci želijo na različne načine pritegniti pozornost otrok. Večkrat kot učenci vidijo oglas, bolj si ga zapomnijo. Vsekakor pa velja dejstvo, da oglas pri njih sproži željo po določenem izdelku, za nakup katerega potem na različne načine poskušajo prepričati svoje starše. Pomembno je, da se učenci tudi v šoli učijo o oglaševanju in razvijajo kritičen odnos do oglaševanja in potrošništva.

• Language: Slovenian
• Keywords: oglasi, oglasna pismenost, osnovnošolci, otroci
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: PEF - Faculty of Education
• Publisher: [N. Lesica]
• Year: 2015
• Number of pages: V, 37 str.
• PID: 20.500.12556/RUL-72715
• UDC: 659.1-053.5(043.2)
• COBISS.SI-ID: 10722633
• Publication date in RUL: 29.09.2015

Secondary language

• Language: English
• Title: Attitude of primary school students towards advertising

Abstract

Advertising is playing a big role in our everyday life. We can face with it on television, in newspapers and magazines, on the internet, on billboards and in other ways and different places. We often don't realize the impact of advertisements on our buying decisions. The aim of each advertisement is to convince people to buy a particular product. The advertisers use different techniques, to convince us to buy their product. Due to the fact that they can often convince an adult and educated person, it is alarming to have a major impact on our children. A large proportion of advertisements is dedicated to them. Children, especially the youngest constitute sensitive population, because their cognitive thinking is not fully developed yet. Therefore, they can not distinguish the difference between programming content and advertisement, in particular, they can not figure out the purpose and the persuasive nature of advertising. In the research part of the thesis, I used the interview to determine attitude of primary school students towards advertising. I conducted a structured interview with students in the first, sixth and ninth grade. In the first part, I asked students some general questions about advertising. In the second part, we had a look at four printed advertisement and watched four video advertisements, later on we had a discussion about them. The results showed that students of all ages notice and pay attention to the advertisements, especially the ones they are interested in. However, they have a greater impact on younger students who do not fully understand the purpose of advertising. Most of the students are attracted to advertisements that are interesting, original, funny and engaging with music. We can conclude that advertisers want to attract the attention of children in different ways. More frequently as students see the advertisement, the more they remember. Advertisement triggers in students the desire for a particular product to purchase it, and they try in different ways to convince their parents to buy it. It is important that students in school learn about advertising and develop a critical attitude towards advertising and consumerism.

• Keywords: students