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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Persuasive Means of Advertising Aimed at Children
 Rudolecká, Lucie ; Holanová, Radka (advisor) ; Chejnová, Pavla (referee)
The thesis deals with specific aspects of advertising for children. It contains a theoretical and practical part. The theoretical part characterizes advertising in general, both from the point of view of marketing and from the point of view of classifying advertising as a functional style within the Czech language. Furthermore, the theoretical part deals with the typology and description of individual types of advertisements, possibilities of targeting advertisements and working with target groups. It characterizes children as a specific target group and further divides it into several groups according to the findings of developmental psychology. It also deals with the legislative and ethical issues of advertising to children on the basis of legal regulations and codes of ethics. The practical part consists of an analysis of specific examples of print advertising for children. The practical part deals with the visual form of advertisements, analyses their content and describes the linguistic specifics of advertisements for children. Print advertisements published as part of children's magazines were chosen for the analysis. All aspects of print advertisements for children are evaluated with regard to the persuasive function of the advertisement. The aim of the thesis was to describe and evaluate...
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The effect of storytelling in advertising demonstrated on selected christmas commercial spots
 Jechová, Zuzana ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The topic of this bachelor thesis is the impact of storytelling and its characteristics in TV advertising on Czech consumers, demonstrated on four examples of Christmas TV adverts. The chosen TV commercials were created in the Czech Republic, they were selected to eliminate the language barrier. The thesis follows foreign researches of viewer attitudes towards the stories in advertising, which contain the emotional appeal and extends this kind of research to the Czech environment. The aim of this paper is to examine the ways how Czech consumers feel about this type of brand communication, whether the age is an important factor in those attitudes and whether are consumers able to connect the story of an advert with the stated brand. The practical part of this thesis focuses on a qualitative questionnaire, designed in the form of interviews with twelve respondents. These respondents were divided into three groups according to their age to examine, whether the age plays an important role in the attitude towards the shown advert. The interview was based on four specific Czech TV Christmas adverts, which were shown to each respondent right at the beginning of an interview. The result of this research is the closer look to the reasons of the consumer attitudes towards the usage of storytelling in...
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