Vnímání reklamy muslimskými ženami žijícími v ČR

This diploma thesis focuses on the perception of advertising from the perspective of Muslim women living in the Czech Republic. The study is based on the assumption that advertising is an integral part of everyday life and that its interpretation is not universal but shaped by individuals cultural, value-based, and religious contexts. The aim of the thesis was to identify advertising elements, stylistic approaches, and product categories that Muslim women living in the Czech Republic perceive as inappropriate, offensive, or value-inconsistent, and to analyse how these attitudes are reflected in brand perception and subsequent consumer behaviour. The theoretical part is based on academic literature focusing on advertising perception, controversial advertising, religiosity, Islam, and acculturation. The empirical part employs a mixed-methods research approach with a dominant qualitative component complemented by scale-based measurement. Data were collected through semi-structured interviews, evaluation of advertising stimuli, and a questionnaire using Likert scales. The results showed that respondents were most sensitive to advertisements containing sexualisation, nudity, promotion of alcohol,and elements perceived as disrespectful to human dignity or religious values. The context of advertising exposure also played a significant role, particularly public space and the presence of children. The findings further indicate that religiosity and acculturation represent important factors influencing the interpretation of advertising messages as well as subsequent attitudes towards brands.