| Thesis title: |
Etická a neetická reklama: Vliv na spotřebitelské chování a vnímání značky |
| Author: |
Špryslová, Zuzana |
| Thesis type: |
Diplomová práce |
| Supervisor: |
Filipová, Alena |
| Opponents: |
Zeman, Jiří |
| Thesis language: |
Česky |
| Abstract: |
This thesis deals with the consumer's perception of ethical and unethical advertisements. Nowadays, advertising is an integral part of our daily lives and is also an integral part of the marketing mix of companies. The theoretical objectives of the thesis were to describe the historical development of advertising, to define the ethics of advertising, its effectiveness. In the practical part of the thesis, within the framework of a questionnaire survey, examples of ethical and unethical advertisements were set, to which the respondents were asked to react, to describe whether it had an ethical or unethical effect on them and what emotions it evoked in them. |
| Keywords: |
etika; reklama; vliv na spotřebitele |
| Thesis title: |
Ethical and unethical advertising: Impact on consumer behaviour and brand perception |
| Author: |
Špryslová, Zuzana |
| Thesis type: |
Diploma thesis |
| Supervisor: |
Filipová, Alena |
| Opponents: |
Zeman, Jiří |
| Thesis language: |
Česky |
| Abstract: |
This thesis deals with the consumer's perception of ethical and unethical advertisements. Nowadays, advertising is an integral part of our daily lives and is also an integral part of the marketing mix of companies. The theoretical objectives of the thesis were to describe the historical development of advertising, to define the ethics of advertising, its effectiveness. In the practical part of the thesis, within the framework of a questionnaire survey, examples of ethical and unethical advertisements were set, to which the respondents were asked to react, to describe whether it had an ethical or unethical effect on them and what emotions it evoked in them. |
| Keywords: |
ethics; consumers; advertising |
Information about study
| Study programme: |
Mezinárodní obchod |
| Type of study programme: |
Magisterský studijní program |
| Assigned degree: |
Ing. |
| Institutions assigning academic degree: |
Vysoká škola ekonomická v Praze |
| Faculty: |
Faculty of International Relations |
| Department: |
Department of International Business |
Information on submission and defense
| Date of assignment: |
26. 6. 2024 |
| Date of submission: |
26. 4. 2025 |
| Date of defense: |
2025 |
Files for download
The files will be available after the defense of the thesis.