Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:203819 |
| Date | January 2014 |
| Creators | Jantošová, Nicole |
| Contributors | Khelerová, Vladimíra, Vojtíšek, Zdeněk |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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