Projekt kvalifikační práce: Vnímání provokace v reklamě u generace Z

This thesis examines how members of Generation Z perceive controversy in advertising. The aim of the thesis is to explore how young consumers perceive various forms of provocative advertising messages, how such communication influences their brand perception and purchasing decisions, and where the respondents themselves draw the line between creative provocation and inappropriate or unethical content. The theoretical section summarizes existing knowledge on provocation in advertising, presents the specific characteristics of Generation Z as a target group, and defines the theoretical framework for interpreting the results. The practical section utilizes qualitative research based on three focus group discussions with respondents aged 18–26. The data are analyzed using coding techniques and compared with existing findings in the academic literature. The result of this study is the identification of Generation Z’s boundaries of acceptability and how various elements of provocation in advertising influence their brand perception and purchasing decisions. Specific results suggest that while provocative advertising effectively attracts attention, its inappropriate or incomprehensible execution leads to negative brand perception and product rejection.