Reklama na alkohol, její právní a etická regulace a vliv na spotřebitele

Abstract

This bachelor thesis deals with alcohol advertising, its legal and ethical regulation and influence on consumers. The aim of the thesis is to describe the current legal and ethical regulation of alcohol advertising, to find out if and how much are people aware of it, and to assess the influence of this advertising on consumers. The theoretical part deals with the definition, history and individual types of advertising, then focuses on marketing communication, consumers and their behaviour and psychology of advertising. It also describes the legal and ethical regulation of both alcohol advertising and advertising in general. The practical part focuses on the survey and its evaluation. The studied group of respondents includes both ordinary consumers and consumers who have or had problems with alcohol addiction. In the final part there is the author´s opinion on the topic and her recommendations.