ATTITUDE TO ADVERTISING AS ITS SOCIAL EFFECT (Postoj k reklame jako jeji socialni efekt)

• Authors: Petrova Iva
• Languages of publication: CS

Abstracts

EN

The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising and attitude to it certainly strongly influence the social behaviour and relationships between people. Here, we present the results of an empirical survey implemented on a selected group of respondents with secondary and university education under 50 years of age. The analysis presents dimensions and content namely of the affective component of this group's attitude towards advertising. Advertising is perceived as part of the present life, as a necessary commonplace also with a number of negative connotations. The attitude of this group of people can be characterized as ambivalent with obvious elements of stylization; most of the respondents declare their own independence on advertising, they exclude their consumption behaviour and decision-making processes to be influenced by advertising.

Keywords

EN

ATTITUDE TO ADVERTISING; INFLUENCING BY ADVERTISING; MARKETING COMMUNICATION; SOCIAL EFFECT

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Univerzita sv. Cyrila a Metoda (Trnava)
• Journal: Communication Today
• Year: 2011
• Volume: 2
• Issue: 2
• Pages: 78-88
• Document type: ARTICLE

Contributors

author

Petrova Iva

• PhDr. Iva Petrova, Vysoka skola financni a spravni, o.p.s., Estonska 500, 101 00 Praha 10, Czech Republic

Identifiers

CEJSH db identifier

11SKAAAA099412