Etička pitanja i manipulacija u oglašavanju
Ethical Issues and Manipulation in Advertising

Summary/Abstract: Being a part of our everyday lives advertisements have also become an intrinsic part of today’s media space. Advertising is increasingly entering the field of journalism in order to achieve its goal, namely to encourage potential customers to purchase and use certain products and services. Since the boundary that clearly “separated” the two professions almost no longer exists, the question is how ethical is advertising in the media and the way in which advertisements promote products and services. The paper deals with ethical issues and manipulation in advertising. While the first part discusses the theoretical aspect of advertising and its ethics, the second part is focused on the research which emphasizes the stereotypes of women in the advertisements, an underlying sexuality in the advertisements as well as the form of addressing young people as adults. The results of the content analysis of advertisements from three monthly magazines published in Croatia - Cosmopolitan, Men’s Health and Teen - are presented including the results of a survey on public perception of advertisements in these magazines.

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