Mezigenerační vnímání sociální reklamy

Abstract

This Master’s thesis focuses on the intergenerational perception of social advertisement. The aim is to find out how the generation X, Y and Z perceive social advertisement and how are these generations affected by the advertising messages. The basic terms that are necessary for this topic are explained in the theoretical part of the thesis. These terms include the definition of advertisement and its categories, social marketing, production of advertising campaign, contemporary trends and the definition of consumer generation whose different views upon social advertisement will be researched further on. After defining social advertisement, which is used for advertisement and whose primary goal is not financial profit but it is to raise awareness of social problems, the next part characterises advertising market and its legislative environment, subjects of the advertising market, organisations occupied with advertisement and the ethic of advertisement as well as social advertisement in the Czech Republic. The next part consists of the methodology of data gathering and the overall progress of the research. The fifth chapter being the next-to-last chapter analyses the results of the questionnaire and the individual in-depth conversations with the respondents. The last chapter of this Master’s thesis contains suggestions and recommendations based on the results of the research.