FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Politična korektnost in njen vpliv na samocenzuro in kreativnost snovalcev oglasov : magistrsko deloČarni, MašaPolitična korektnost je poskus vzpostavitev tolerantnosti in družbenih norm z namenom zaščite občutljivih skupin, z različnimi tehnikami posega v jezik in vedenje. S strahom pred (ne)namerno ... žalitvijo tako uporabljamo na novo ustvarjene politično korektne izraze, ob tem pa izgubljamo spontanost v izražanju. Občutljive skupine so vedno bolj ozaveščene o svojih pravicah. Nova tehnologija je ustvarila prostor, kjer lahko občutljive skupine opozarjajo na morebitne politično nekorektne elemente. Vedno večja pomembnost politične korektnosti v družbi pa pomembno vpliva tudi na blagovne znamke in oglaševanje. Snovalci oglasov z različnimi kreativnimi strategijami iščejo načine, kako v nepregledni množici oglasnih sporočil izstopati ter ustvariti politično korektna oglasna sporočila, ki gradijo verodostojnost blagovne znamke. Biti politično korekten v oglaševanju pomeni zavedati se vpliva, ki ga imajo lahko jezik, podobe, besede, glasba itn. na različne skupine ljudi ter si prizadevati za uporabo elementov, ki so vključujoči, spoštljivi in ne krepijo škodljivih stereotipov ali predsodkov. Eden večjih izzivov snovalcev oglasov je dejstvo, da je razumevanje politične korektnosti subjektivno, kar otežuje ustvarjalni proces. Z namenom, da ustvarijo politično korektne oglase, se zato pogosto samocenzurirajo, ali pa jim omejitve, glede na občutljivost ciljnih skupin, postavijo naročniki.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Čarni], 2023Language - slovenianCOBISS.SI-ID - 166345219
Author
Čarni, Maša
Other authors
Podnar, Klement
Topics
Oglaševanje |
Ustvarjalnost |
Cenzura |
Univerzitetna in visokošolska dela |
politična korektnost |
oglaševanje |
kreativnost |
samocenzura |
political correctness |
advertising |
creativity |
self-censorship
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Čarni, Maša | |
Podnar, Klement | 21606 |
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