Original title: Reklama a společnost (ČR od začátku 90.let)
Translated title: Advertising and Society (Czech Republic since 90's)
Authors: Petty, Silvia ; Duffková, Jana (advisor) ; Průšová, Petra (referee)
Document type: Master’s theses
Year: 2014
Language: slo
Abstract: [eng] [cze]
(in English): Thesis describes advertising in the broader context as a part of commercial marketing and marketing communications, summarizes the definitions and looks at advertising. Introduces to the history of advertising in the world and in the Czech Republic. Talks about the legislative adjustment, self- regulation and institutionalization of advertising in the Czech Republic. Own research focuses on young people's (Generazion Y) attitudes towards the advertising and its impact on them, using different sociodemographic characteristics. Powered by TCPDF (www.tcpdf.org) (slovensky) Práca priblížuje reklamu, zasadzuje ju do širších súvislosti ako súčasť marketingu a marketingových komerčných komunikácií, sumarizuje definície a pohľady na ňu. Zoznamuje s históriou reklamy vo svete a bližšie i s históriou v Českej republike. Oboznamuje s legislatívnou úpravou, samoreguláciou a inštitucionalizáciou reklamy v Českej republike. Vlastný výskum sa zameriava na postoje mladých ľudí, tzv. Generácie Y, k reklame a jej vplyv na nich, využívajúc pohľady rôznych sociodemografických ukazovateľov. Powered by TCPDF (www.tcpdf.org)
Keywords: advertising; reklama

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/67982

Permalink: http://www.nusl.cz/ntk/nusl-456871


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Master’s theses