Advertisement – the phenomenon of communication

Bc. Yana Buriakova

Bachelor's thesis

Abstract:

This work is intended to describe and present a brief overview of advertising development and its role in modern world. Taking into account different methods of advertising and persuasion tactics I investigated case studies of such controversial type of advertisement as social advertisement. The purpose of my thesis is to find out more about phenomenon of communication and persuasion. Nowadays advertising became a high-powered instrument, which is used in both good and evil hands, it especially applies for the social advertisement as it is the most confidential type of communication with people. That is why I am searching the answer for the question „Is social advertising helping or manipulating us?“.

Keywords

Marketing, advertising, social, communication, consumer, customer, manipulation, company, influence, product, persuasion.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 13. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 6. 2017
• Vedúci: Ing. Jiří Šnajdar
• Oponent: Mgr. Pavel Kotyza

University of Finance and Administration

Bachelor programme / odbor:
Economics and Management / Marketing Communication