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Scientific paper - Original scientific paper
24
6
PARENTS' PERCEPTIONS OF FOOD ADVERTISING AIMED AT CHILDREN ON TELEVISION: EXPOSURE, INFLUENCE AND REGULATIONS
Nefat, Ariana; Benazić, Dragan (2011)
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:137:538053
Metadata
Language
English
Title (Croatian)
PERCEPCIJE RODITELJA O OGLAŠAVANJU HRANE PREMA DJECI NA TELEVIZIJI: IZLOŽENOST, UTJECAJ I REGULATIVA
Title (English)
PARENTS' PERCEPTIONS OF FOOD ADVERTISING AIMED AT CHILDREN ON TELEVISION: EXPOSURE, INFLUENCE AND REGULATIONS
Author
Nefat, Ariana
Benazić, Dragan
Abstract (Croatian)
Svrha rada je istražiti percepcije roditelja o oglašavanju hrane prema djeci na televiziji. Teorijsko istraživanje uključuje osvrt na marketing prema djeci, analizu utjecajnih čimbenika, utjecaj oglašavanja hrane prema djeci, percepcije roditelja te pitanja regulacije ovog područja oglašavanja. Empirijsko istraživanje anketnog ispitivanje percepcija roditelja ne potvrđuje vezu između vremena provedenog ispred televizora i ponašanja djece ali ukazuje na negativne stavove roditelja o oglašavanju hrane koje utječu na umjereno restriktivan stav o zabrani takvih oglasa.
Abstract (English)
The purpose of this work is to investigate the perceptions of parents about advertising of food to children on television. The theoretical research includes a review of marketing to children, the analysis of influential factors, the influence of food advertising aimed at children, the perceptions of the parents and the issue of regulation of this area of advertising. The empirical research conducted via a questionnaire to the parents does not confirm the connection between the time spent in front of the television and the behaviour of children, but it does indicate at the negative attitudes of parents about advertising of food that influence their moderately restrictive attitude on the prohibition of such advertising.
Keywords (Croatian)
oglašavanje prema djeci
televizijsko oglašavanje
percepcije roditelja
zakonska regulativa
Hrvatska
Keywords (English)
advertising to children
television advertising
perceptions of parents
regulation
Croatia
Publication type
scientific paper - original scientific paper
Publication status
published
Peer review
peer review - international
Journal title
Economic research - Ekonomska istraživanja
Numbering
2011, Vol. 24, No. 1, pp 49-67
ISSN
1331-677X
e-ISSN
1848-9664
Date
publication: 01.03.2011.
Article URL
http://hrcak.srce.hr/67740
Scientific field
SOCIAL SCIENCES
Economics
Marketing
Institution
University of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:137:538053