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Vliv reklamy na stravovací návyky dětí a mladistvých
NIMRICHTROVÁ, Valentýna
This bachelor thesis focuses on the influence of advertisement on children and minors and their eating habits. Since diet plays a fundamental role in terms of one's healthy development, these advertisements can have a negative impact on their health, as neither children nor minors have the mental capacity to resist the influence of many marketing practices. The aim of this thesis is to summarise those practices, that are used in marketing communication and point out the risks of unhealthy food advertising in connection to children and minors. Subsequently the thesis focuses on the regulation of advertisement. It will summarise regulation of advertisement in EU, regarding its directives, as well as in specific countries of EU, where both legal regulations and rules from self-regulatory organizations will be described. Finally, there will be a comparison of these regulations with those that are used to protect children and minors in Czech Republic.
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Perception of patriotism in food advertising among Czechs and French people
Zadražil, Ondřej ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis entitled Perception of patriotism in food advertising among Czechs and French people deals with the importance of patriotism in marketing communication. The main goal of this work is to examine how important the role of patriotism in the choice of food is for Czechs and French people, and to find out what influence patriotism has on their shopping behavior. The work consists of three parts - theoretical, methodological, and practical. The theoretical part deals with the issue of national culture and patriotism. Subsequently, the characteristics of Czech and French culture and how cultural differences can be used in advertising are presented. In the third chapter, the theoretical part describes the specifics of food advertising, which demonstrates the examples of selected advertising leaflets. Finally, the theoretical part presents the issue of the involvement of patriotism in advertising with emphasis on its use in the age of globalization. The methodological part, in which the research design is presented, is followed by the practical part itself, which describes the course and evaluation of the quantitative questionnaire experiment. It aims to reveal the effect of the involvement of patriotic motives in the advertising leaflet on respondents' shopping preferences. The...
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