Analýza vnímání role celebrit v reklamě

Abstract

Diplom thesis called Analysis of the perception of the role of celebrities in advertising deals with final customers view on the involvement of celebrities in various advertisements. The purpose of this thesis is to find out, how perceived is the role of a celebrity in an advertisement, and if the view of a customer on this kind of propagation and presentation of products and services is mostly positive and can convince him, or conversely is perceived by the public skeptical. The thesis is divided into two main parts, a theoretical part and a practical part. The theoretical part with the help of specialized literature and others describes the development of advertising from its beginnings to the present, legislation concerning advertising, furthermore there are defined terms advertising and celebrity and also gives a brief overview of the creation of an advertisement. In the analytic part there are findings obtained from group discussions. In the thesis there is analyzed the general view of the advertising and it also presents the required properties of celebrities from the perspective of respondents, perceived pros and cons of involving of celebrities in commercials.The chapter also includes an assessment of celebrities in relation to products and evaluations of specific commercials and celebrities acting in them.