Vnímání rasové diverzity v reklamách

Abstract

This thesis focuses on the perception of racial diversity in advertising from the perspective of Czech consumers. The theoretical part summarises key concepts of marketing communication, advertising psychology, stereotyping, and cultural representation. The research component is based on a quantitative survey designed to identify how different demographic groups evaluate racially diverse advertisements and what factors influence their attitudes. The findings indicate that attitudes vary significantly based on age, education, and place of residence. The thesis also highlights the risks of performative diversity and emphasises the importance of authentic representation in marketing. Finally, recommendations for future research and practical applications are proposed.