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Alcohol in Media According to the Generation Z: Youth Perception, Attitudes and Experiences
Mrázová, Markéta ; Zezulková, Markéta (advisor) ; Soukup, Martin (referee)
The aim of this thesis is to understand attitudes, perceptions and experiences of Czech adolescents, i.e. present representatives of Generation Z, with regard to the alcohol in the media. The theoretic part summarizes relevant researches, concepts and articles related to the topic of this paper. Therefore, the paper describes adolescents from the perspective of the generational context, explains the specifics of targeting the youth and also reflects their media behaviour. The theoretic part is further focused on description of various formats of alcohol in the media with regard to adolescents; the paper also explains the current legislative regulations of alcohol commercials in the Czech Republic. The practical part focuses on evaluation of own research, based on the principles of Q-methodology - a research approach which enables deeper understanding of attitudes, perceptions and experiences of the topic by the selected target group. Based on this research, it is concluded that Czech adolescents perceive alcohol in a positive way. This positive perception is further strengthened by its socio-cultural role in the Czech society and mainly positive presence in the media formats which support its confident perception. Adolescents' attitude towards the planned alcohol regulation is uncertain. They...
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Adolescents' Perception of TV Show Product Placement
Mrázová, Markéta ; Strielkowski, Wadim (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to describe the attitude of Czech adolescent toward product placement (PP), a form of marketing communication in TV series. Having said that, the thesis describes the term "product placement", its definition, history, development as well as its various formats. Apart from that, product placement's efficiency, legislative regulation and its meaning in marketing communication are taken into consideration. Besides, the thesis also defines the interactions between adolescents and commercials, and it refers to adolescents as a specific target group within marketing environment. The empiric model of product placement, based on adolescents' answers, describes the attitude of 507 respondents towards this marketing technique. The examination shows how Czech adolescents perceive TV series' product placement and whether they notice this technique in the chosen media format, and if the commercial message has an impact on the target group. Based on the analysis of all answers, a recommendation of product placement for Czech market will be set. On top of that, this recommendation includes an empiric model of product placement and a SWOT analysis to summarize strengths, weaknesses, opportunities and threats of this communication. The research, analyses and suggestions are the biggest...
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