Děti jako příjemci reklamního sdělení

Abstract

This thesis deals with children as a media audience in relation to Advertising. The first part of the thesis is concerned with aspects of advertising including history, different types and forms of advertising. This theoretical part also focuses on children’s recipients of mediated communication from both an age-related segmentation point of view and from a marketing perspective. The second part discusses legal and extralegal regulation of advertising for children and young people within the Czech Republic and European Union. Part of this section also deals with an analysis in regard to prevention and protection children from commercial communication. The Code of Ethics, a significant document issued by self-regulatory organisation called Czech Advertising Standards Council plays an important role in this matter. The final part provides us with specific examples on children’s advertising. In these instances may be found some concrete information related to infringement of the ethical code. Czech Advertising Standards Council dealt with these complaints. Tv spots and campaigns which are not appropriate for children as viewers are questioned as well as children as actors.