Reklama savo ištakas skaičiuoja jau penkis amžius. Per šį laiką jos funkcija ir išvaizda smarkiai pasikeitė. Šiandieninėje visuomenėje reklama žmogų seka visur ir visada, maža to, mokslininkai kuria modernias išmaniasias reklamas, galinčias atpažinti žmogų ir taikytis prie jo. Pastebint, kad pagrindiniu marketingo specialistų tikslu tampa ne informatyvi, o poveikį daranti reklama, verta sunerimti. Paskutiniais dešimtmečiais reklamos kūrėjai Vakarų šalyse ir Lietuvoje pradėjo skatinti vartotojišką meterialiąją visuomenę, lengvai pasiduodančią reklamos įtakai. Kai kurie specialistai reklamą apibūdina kaip suaugusiųjų sukurtą kalbą. Suaugę žmonės dažnai sugeba kritiškai pažiūrėti į reklamą, jiems lengviau nesusigundyti jos agitacijomis. Tuo tarpu vaikai prieš reklamą tampa bejėgiais. Tam tikrame amžiuje jie nesugeba atskirti realaus pasaulio nuo reklamoje kuriamos pasakos ir taip patenka į reklamos spąstus. Vartotojiškos visuomenės paplitimas tarp vaikų labai pavojingas jų raidai ir nuostatų formavimuisi. Nors Lietuvoje ir sukurta įstatyminė bazė, turinti prižiūrėti reklamos kokybę bei kriterijus, atlikti tyrimai rodo, kad reklama vaikams dažnai kuriama nesilaikant įstatymų. Kyla poreikis ugdyti jaunųjų vartotojų kritinį požiūrį į reklamą ir mokyti juos atskirti reklamoje vaizduojamas metaforas bei suprasti reklamos kalbą. Specialistai teigia, jog dažniausiai žmonės klysta ten, kur nežino. Vaikus supažindinus su reklamos pasauliu ir juose ugdant kritinį požiūrį į reklamą... [toliau žr. visą tekstą] / The origin of advertising counts for five centuries. During this time the function and appearance of advertising has changed a lot. In today’s society everywhere and always advertising follows person, even more, scientists create modern smart advertisings, which can recognize person and adapt to him. Noting that the main purpose of marketing professionals become not informative, but effective advertising, it is worth to concern. In recent decades, in Western countries and Lithuania advertisers began promote consumer-oriented and material society, which easily submits to advertising. Some experts describe advertising as speech generated by adults. Often adult manage to look at advertising critically, it is easier not to tempt adults with agitations of advertising. Meanwhile children become powerless. At a certain age they are not able to distinguish real world from a fairy tale so they fall into the trap of advertising. Popularity of consumer-oriented society among children is very dangerous for their development and the formation of the provisions. Although in Lithuania there is legitimate framework, which has to look after quality and criterion of advertising, studies show that advertising for children is often built outside the law. There is a need to educate young consumers critical approach to advertising and to teach them to distinguish between metaphors portrayed in advertising and understand the language of advertising. Specialists state that people usually make... [to full text]

This diploma thesis deals with the ethics of marketing research conducted with underage respondents. Child security is a very hot topic these days; therefore the field of market research should use only methods tolerated by parents. Global as well as local market research associations regularly publish codes of conduct and guidelines dealing with the ethics in market research. However, they define only basic rules and regulations and do not reflect the specificity of each method and technique. The goal of this diploma thesis is to identify methods used in market research that are not perceived as ethical by parents. Results should motivate research agencies to eliminate using such methods or at least modify them to decrease the level of controversy among general public. In order to identify unethically perceived market research methods, the author of the thesis conducted a quantitative research among the needed target group: parents of school kids. The survey found 5 methods that are considered ethical and thus do not pose any significant threat to the industry of market research: taste test, observation, product test, eye-tracking and communication test. Two methods were labeled as unethical by the respondents: field experiment and online discussion groups. Those methods can be used without any major changes provided that agencies communicate openly with parents all details regarding the research. They have to make sure that parents understand the methodology and are sure to let their children participate in such a project. Finally, three methods were recognized as highly unethical or even illegal: neuromarketing, netnography and geolocation (geomarketing). These methods carry a high probability of damaging the positive image of market research industry among general public. Less than one quarter of respondents consider these methods as suitable for use with kids and at the same time more than 25 % of parents think that those methods are illegal. In case of neuromarketing, it is recommended to firstly explain the used methodology in detail and, if possible, demonstrate its 100 % safety in presence of a doctor. Netnography was evaluated as highly unethical. On the other hand, it is a type of observation; therefore, its use in reality is unlikely to be registered by public. As a result, there does not have to be any severe steps taken to regulate this method. Geolocation scored as the most unethical market research method in the survey. This method is therefore not recommended for use as it carries an enormous risk of damaging the whole market research industry.