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Effect of Advertising on People´s Lives
SUCHNOVÁ, Silvie
This thesis, named Effect of Advertising on People{\crq}s Lives, is a small probe into the big world of media. Primarily, it deals with advertising and people{\crq}s ways of living. Both the theme of advertising and the theme of life way are vast subjects. For this reason, I had delimitated some individual sections and I focused on them. In the field of advertising I pursued effects of TV advertisements. In the field of life way I pursued eating, free time passing, and some pathological phenomena occurring in our society. I took to all these sections in the theoretical part of my thesis. The theoretical part of my thesis deals with definition of the advertisement, legislation on advertising, commercial marketing communication, electronic media and the effect of advertising, of course. The theoretical part of my thesis also gets to the topics of gender in advertisements and lifestyle {--} nutrition and pathological behavior in particular. I set my target and the hypotheses in the practical part of my thesis and I introduce my working methodology in this part, as well. I implemented the method of questionnaire investigation, which was focused on the effect of advertisements on respondents. Then I evaluated the detected results in the terms of gender, age, educational attainment and the net monthly income per a household. I compared the results of my investigations with the findings of experts and I put my mind to confronting two samples of Pilsner Urquell beer advertisements. The original spot, sponsored by the above company, targeted the mid-aged and elderly parts of population. The second spot, the students{\crq} one, targeted young people; it used some less conventional methods, e.g. emotional appellations. I, in cooperation with the students{\crq} spot authors, took a good care of analyzing these two spots. I focused on the meaning of the word love and on some life attitude differences between the younger generation and the older generation. My thesis could be used by some experts who are engaged in researching the effect of advertising on people{\crq}s lives.
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