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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Children in advertising: Children's perception of childhood
 Hegyiová, Hana ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
This bachelor thesis was focused on the attitudes of children to representations of childhood in the media. The images of children are often used as content of storytelling in advertising. The literature review aimed to analyse attitudes towards childhood across history in Western society, and like them with the representation of childhood in advertising. Qualitative research in the form of focus groups was chosen for its practical part. The research consisted of three forty-five minutes long focus groups, carried out in the primary school environment, which were attended by 18 child participants in total. Division of the research into three thematic units assisted to precisely answer two selected research questions: How do children perceive the media representation of childhood in advertising? Which of the selected characteristics do they prefer, and why? Research has shown, that children responded positively to a media representation of childhood that was identical to their own experience, in the case the innocent childhood.
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Zobrazování dětí v reklamách: problematické aspekty
 MATĚJKOVÁ, Michaela
The topic of the bachelor thesis is an advertisement which shows children. It also covers ways how this kind of advertisement is restricted. The theoretical part describes what an advertisement is, its history and instruments. The paper deals with legal regulation of advertising in the Czech Republic and with current self-regulation mechanisms, in other words with ethical self-regulation. It views operations of the institutions that deal with these regulations. The paper defines who a child is. It covers the influence of advertisements and the media image of children who act in them. The aim of the paper is to create a set of standards, regulations and mechanisms which describe showing children in advertisements. Those are regulation mechanisms which are used in the Czech Republic and other selected countries. The practical part contains particular cases of inappropriate or banned advertisements and several selected advertisements on which were the above-mentioned mechanisms applied. Finally, the regulation of Czech advertisements is evaluated. The paper states the suitable advertisements which are harmless and interesting.
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