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Vliv sociální reklamy na generaci Z
 Lavická, Adéla
The diploma thesis deals with social advertising and its influence on the current adolescent generation, Generation Z. The first part focuses on explaining theoretical concepts such as social marketing, social advertising and Generation Z. The aim of the diploma thesis is to find out how the elements used in social advertising spots influence Generation Z. The practical part of the thesis includes quantitative research in the form of a questionnaire survey followed by qualitative research. First, the individual social advertisements and their context are described, then the individual spots are analysed. In the final part, the results of the quantitative and qualitative research are compared and specific recommendations for use in social advertisements to reach Generation Z con-sumers are set out.
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