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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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The influence of television commercial on the value system of a children from primary school
Benet, Tomáš ; Sak, Petr (advisor) ; Mazáčová, Nataša (referee)
This bachelor thesis deals with the issue of the influence of commercial advertisement on the value system of children of younger school age in the Czech environment and in the context of society nowadays that is being significantly modified by the influence of infosphere and cyberculture. This impact relates both to an excessive TV watching and the use of other digital video equipment. This very frequently consists of the commercial advertisements which appear on TV as well. Watching TV strongly contributes to passive and consumerist lifestyle. Therefore, the role of parents is crucial because they can help children to do some activities and make them think critically about their real needs. Additionally, pedagogical action via media education, which has been still neglected, is essential. The aim of this thesis is to verify whether, and to what extent, children adopt this system of values presented by commercial advertising, as human value system is vital for one's development.
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The influence of television commercial on the value system of a children from primary school
Benet, Tomáš ; Sak, Petr (advisor) ; Mazáčová, Nataša (referee)
This bachelor thesis deals with the issue of the influence of commercial advertisement on the value system of children of younger school age in the Czech environment and in the context of society nowadays that is being significantly modified by the influence of infosphere and cyberculture. This impact relates both to an excessive TV watching and the use of other digital video equipment. This very frequently consists of the commercial advertisements which appear on TV as well. Watching TV strongly contributes to passive and consumerist lifestyle. Therefore, the role of parents is crucial because they can help children to do some activities and make them think critically about their real needs. Additionally, pedagogical action via media education, which has been still neglected, is essential. The aim of this thesis is to verify whether, and to what extent, children adopt this system of values presented by commercial advertising, as human value system is vital for one's development.
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Analysis of university students' consumer behavior in the Czech retail market
Volák, Jan ; Průša, Přemysl (advisor) ; Šrám, Ivan (referee)
The thesis aims to analyse a university students' consumer behaviour in the Czech retail market. Its objective is to define the factors influencing the consumer behaviour and demonstrate their impact on consumer buying decision process. The key terms such as consumer behaviour and consumer buying decision process are characterized in the first two parts of the thesis. The following four parts interpret the results of the data gathering and compare them to the current Czech consumer behaviour trends. The final, seventh part summarizes all the findings in the field of consumer behaviour of university students in the Czech retail market.
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Analysis of the Influence of Advertising on Children
Sedláčková, Veronika ; Skokanová, Dagmar (advisor) ; Novák, Michal (referee)
Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.
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The child as a consumer and its impact on decision-making process of adults
Otipka, Michal ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
This diploma thesis deals with the subject of advertisement and its effect on children consumer behavior. Contrary to adults children are not able to differentiate between the reality and fiction, in this case to differentiate if they really need or just want promoted product. The theoretical part brings information about the marketing communication channels, effects on consumers, basis of consumers purchase decision making processes, which factors influence consumers behavior and how the advertisement is perceived by particular children age groups. It informs also about specific aspects of advertisements focused on children and about actual trends in children consumer behavior. The target of this work is to find out how TV advertisement influences children consumer behavior in context of amount of children in family, in dependence on how much time parents spend with their children, which way they are raised, etc. Research of these facts is subject of practical part of this thesis
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Mass Media and Internet Effect on Healthy Life Style Forming
VENKRBCOVÁ, Klára
Abstract Media and their content have been subject to research since the time of their origin. A lot of scientists deal with their influence on formation of a human and the society. The term media is being discussed very frequently nowadays. Sociologists, psychologists, politicians as well as journalists often write and speak about media in various contexts. Mass media play a unique and irreplaceable role in providing social coherence in the modern society; they support power allocation and social communication. Evaluation of mass media roles differ according to what these roles bring to individuals and to the society, because what we can evaluate from one view as desirable may be seen undesirable from another view. Mass media serve to maintenance and stability of democratic society and they support the existing power allocation. Most of everyday communication is interpersonal or in a group, which means that it is tightly fixed in the situational and cultural context. Our existence in the society is not only determined geographically, but mainly in the sense of cultural behaviour patterns and conventions and certain social relations. The aim of my thesis was: ``To analyze the influence of media and the Internet on formation of healthy lifestyle among secondary and tertiary students and to analyze all differences between secondary and tertiary students.{\crqq} The aim of the thesis has been met. Hypothesis 1: Media have stronger influence on secondary students than on tertiary students has not been confirmed. Hypothesis 2: Media have stronger influence on weight reduction in women at secondary schools than those at tertiary schools has been confirmed. Hypothesis 3: Secondary students read lifestyle magazines more than tertiary students has not been confirmed.
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INFLUENCE OF COMMERCIALS ADVERTISEMENT ON EATING HABITS OF CHILDREN
ČERSTVÁ, Michaela
Abstract Influence of commercials advertisement on eating habits of children The bachelor work summarizes basic information on healthy nourishment and the influence of the advertisement on teenage children{\crq}s feeding. Theoretical part is concentrated on basic information on rational nutrition, advertising and its impact on school children. Rational nutrition is characterized with proportional food intake, which is composed ideally from the point of view of quantity and quality. Regular and various food represents optimum not only for school children. It is possible to avoid many health troubles by following conventions of healthy nourishment during your life. The advertisement assaults children all around. Regarding food, children attach to the advertisement and an opinion of their peers. Yet the advertisement mostly promotes unhealthy fat foodstuff. According to investigations, children are different from adults in the fact that they don{\crq}t refuse the advertisement, they even like to watch it, they also better remember it and enjoy it. Kids make a difference between reality and fiction already from the age of four or five, from the age of seven they understand very well what the advertisement means and that its purpose is promoting a product or some brand name. In a practical part there are presented results of the investigation aimed at the problems mentioned above. The investigative part realized by questionaires is devoted to the type of feeding of school children and to the impact of the advertisement on them. The investigation confirms that the influence of the advertisement on children{\crq}s choice of food is very high. Most of school children prefer products known from the advertisements. I have managed to approve that school children shop according to the advertisements which they like to watch and that they prefer boarding in KFC or McDonald´s. Comparing answers from the questionaires, it is obvious that most school children prefer boarding at home to other kinds of boarding. My investigation also shows that children consume minimum fruit and vegetable, on the other hand they consume plenty of sweets. Total results evidence that the impact of the advertisement on feeing of children is huge and lead up to a cogitation about adjustment of the advertisements promoting unhealthy and fat food.
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