National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The Influence of TV Advertisement on Consumer Behavior of Adults
JÍROVÁ, Elizabeth
The thesis is specialized on issue of influence of not only TV advertising on adult consumers, especially from the point of view of psychology. At first, in the theoretical part, besides the important characteristics of advertising and marketing communication, the thesis deals with basic milestones in the history of advertising and its connection with psychology. The next chapters are focused on models of consumer behavior and the personal characteristics of consumers are analyzed on the base of their main sociocultural characteristics. Attention is also paid to the important psychological concepts associated with advertising such as perception, attention, memory, association and forgetting. Part of the thesis focuses on emotional advertising appeals and it devotes with the effects of emotions, colours and humor in advertising on consumers. Practical part of the thesis is based on quantitative research, which confirms or rejects the theoretical background. Effect of emotions is illustrated on a selected TV commercial, which is part of a questionnaire filled in by respondents from the Highland region and South Bohemia region.
Regulation of Advertising to Children and Adolescents in the Czech republic and the European Union
JÍROVÁ, Elizabeth
This bachelor thesis is specialized in children´s advertising, and its regulation in the Czech Republic and the European Union. At first, in opening theoretical part, is zoomed general definition of advertising, its function in society and after that there is discussed about process of advertising communication. Other chapters are concentrated on history of regulation advertising in Czech lands, the definition of the main concepts (children and adolescents) and beside of this on characteristics kinds of advertisements which affect on children and adolescents psychologically. The second part of this bachelor thesis tries to analyze the legal and non - legal regulation of advertising and at the same time the existence directives of the European Union relating to commercials propagation. In the framework of non - legal regulation is attention paid on selected self - regulatory institutions in the Czech Republic and the European Union and their ethics Codes. The activities of these Codes are illustrated in several exemplary advertising cases that affect children and adolescents. In the final part of thesis is briefly discussed about didactic application of chosen topic.

See also: similar author names
1 JÍROVÁ, Eva
4 Jírová, Eliška
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