Stališča vzgojiteljev in staršev o oglaševanju za otroke v predšolskem obdobju

Jerčič, Maja

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Title:	Stališča vzgojiteljev in staršev o oglaševanju za otroke v predšolskem obdobju
Authors:	ID Jerčič, Maja (Author) ID Licardo, Marta (Mentor) More about this mentor...
Files:	MAG_Jercic_Maja_2020.pdf (1,43 MB) MD5: DEDF1C563336BE462E0398CF1F2C1B67 PID: 20.500.12556/dkum/f2c4cc5b-8d03-435d-8456-fa3cef76bfc6
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	PEF - Faculty of Education
Abstract:	V magistrski nalogi smo predstavili pomen potrošništva s poudarkom na potrošništvu družin in predšolskih otrok. Ugotovili smo, da je ključno orodje za spodbujanje potrošništva oglaševanje, zato je pomembno, da so otroci in starši medijsko in potrošniško pismeni. Pomembno je predvsem, da znajo vrednotiti, analizirati, kritično ocenjevati medije, razumeti njihov namen in oglaševalske taktike. V teoretičnem delu smo bolj podrobno raziskali teme, kot so vrste oglaševanja, psihološki kriteriji oglasov, značilnosti in učinkovitost oglaševanja za otroke ter pasti oglaševanja. V empiričnem delu smo izvedli raziskavo stališč staršev in vzgojiteljev o oglaševanju, ki je namenjeno otrokom. Raziskava je potekala na vzorcu staršev in strokovnih delavcev v predšolski vzgoji (N = 272). Namen raziskave je bil analizirati stališča staršev in vzgojiteljev o oglaševanju v predšolskem obdobju. V vprašalnik smo vključili tri sklope: sklop stališč, vezanih na etičnost oglaševanja, sklop stališč o oglaševanju in vplivu na družino ter sklop stališč o učinkovitosti oglaševanja na otroke. Rezultati so pokazali, da strokovni delavci sicer izražajo nekoliko bolj kritična stališča do vsebin vseh treh sklopov, vendar statistično pomembnih razlik med njimi in starši ni, kar nakazuje, da bi morali strokovni delavci, zaposleni na področju predšolske vzgoje, okrepiti svoje strokovno znanje o medijski in potrošniški pismenosti.
Keywords:	oglaševanje, potrošništvo, stališča, medijska in potrošniška pismenost
Place of publishing:	Maribor
Publisher:	[M. Jerčič]
Year of publishing:	2020
PID:	20.500.12556/DKUM-75663
UDC:	373.2:659.1(043.2)
COBISS.SI-ID:	25130504
NUK URN:	URN:SI:UM:DK:QZ2JQEMC
Publication date in DKUM:	20.02.2020
Views:	1435
Downloads:	276
Metadata:
Categories:	PEF
:	JERČIČ, Maja, 2020, Stališča vzgojiteljev in staršev o oglaševanju za otroke v predšolskem obdobju [online]. Master’s thesis. Maribor : M. Jerčič. [Accessed 16 March 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=75663 Copy citation

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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	10.01.2020

Secondary language

Language:	English
Title:	Attitudes of educators and parents towards advertising for children in preschool period
Abstract:	In the masters’ dissertation we presented the meaning of consumerism with the emphasis on consumerism of families with pre-school children. We concluded that that a key tool to encourage consumerism is advertising and therefore it is important that both the parents and the children are literate in media and consumerism. It is crucial that they have the ability to value, analyse and critically observe the media, understand their meaning and advertising tactics. In the theoretical part we focused on exploring themes such as types of advertising, psychological criteria of advertisements, the characteristics and effectiveness of advertising for children and the catches of advertising. In the empirical part of the paper we conducted a research of beliefs of parents and pre-school caregivers on advertising in the pre-school period of development. The research was executed based on a pattern of parents and pre-school educators (N = 272). The purpose of the research was to analyse the beliefs of both parties on advertising to children in early childhood. The questionnaire measures three dimensions: beliefs on advertising from an ethical perspective, beliefs on advertising and the influence on the family, beliefs on the effectiveness of advertising for children. The results revealed that the educators have a slightly more critical attitude in all measured sections but there are no statistically significant differences between the two groups. This shows that there should be an emphasis on improving the professional awareness on media and consumerism literacy with educators in the pre-school field.
Keywords:	advertising, consumerism, viewpoints, media and consumerism literacy

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