Scientific paper - Original scientific paper
PARENTS' PERCEPTIONS OF FOOD ADVERTISING AIMED AT CHILDREN ON TELEVISION: EXPOSURE, INFLUENCE AND REGULATIONS

Nefat, Ariana; Benazić, Dragan (2011)
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
AuthorNefat, 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 typescientific paper - original scientific paper
Publication statuspublished
Peer reviewpeer review - international
Journal titleEconomic research - Ekonomska istraživanja
Numbering2011, Vol. 24, No. 1, pp 49-67
ISSN1331-677X
e-ISSN1848-9664
Datepublication: 01.03.2011.
Article URLhttp://hrcak.srce.hr/67740
Scientific fieldSOCIAL SCIENCES
Economics
Marketing
InstitutionUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:538053