The influence of controversial advertising campaigns of United Colors of Benetton on the emotions of consumers in selected countries
| Thesis title: | Vliv kontroverzních reklamních kampaní firmy United Colors of Benetton na emoce spotřebitelů ve vybraných zemích |
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| Author: | Otenšlégrová, Pavla |
| Thesis type: | Bakalářská práce |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | Bakalářská práce na téma "Vliv kontroverzních reklamních kampaní firmy United Colors of Benetton na emoce spotřebitelů ve vybraných zemích" se zabývá kontroverzními reklamními kampaněmi firmy United Colors of Benetton a tím, jaké emoce v souvislosti s nimi spotřebitelé pociťují. V teoretické části jsou popsány aspekty, které mohou ovlivnit rozhodování spotřebitele. Cílem praktické části bylo zjistit názory veřejnosti ve vybraných zemích na kontroverzi v reklamě a jak silné emoce tyto kontroverzní kampaně United Colors of Benetton vyvolávají u spotřebitelů z vybraných zemí. |
| Keywords: | United Colors of Benetton; Oliviero Toscani; Výzkum; Emoce; Kontroverzní reklamní kampaně; Corporate identity |
| Thesis title: | The influence of controversial advertising campaigns of United Colors of Benetton on the emotions of consumers in selected countries |
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| Author: | Otenšlégrová, Pavla |
| Thesis type: | Bachelor thesis |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | This Bachelor's Thesis on "The influence of controversial advertising campaigns of United Colors of Benetton on the emotions of consumers in selected countries" discusses the controversial advertising campaigns of the company United Colors of Benetton and the emotions felt by consumers in response to these campaigns. The theoretical section describes the aspects, which can influence the decision-making of the consumers. The aim of the practical section was to find out the general public opinion on controversy in advertisements in the selected countries and how strong emotions this United Colors of Benetton controversial campaign aroused in consumers from the selected countries. |
| Keywords: | Controversial advertising campaign; Emotions; United Colors of Benetton; Corporate identity; Oliviero Toscani; Survey |
Information about study
| Study programme: | Ekonomika a management/Arts Management |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 5. 3. 2014 |
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| Date of submission: | 30. 4. 2015 |
| Date of defense: | 20. 5. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/48208/podrobnosti |