Analýza sociální reklamy některé státní instituce – Bc. Jitka Wernerová
Bc. Jitka Wernerová
Master's thesis
Analýza sociální reklamy některé státní instituce
Analysis Of The Social Advertising Of A State Institution
Abstract:
Diplomová práce se zaměřuje na téma sociální reklama. Jedná se o komunikační prostředek, který upozorňuje na společenské problémy. Působením na emoce se snaží dosáhnout změny chování a postoje cílové skupiny a tím tak dosáhnout celospolečenského zisku. Teoretická část definuje pojmy jako je sociální reklama nebo sociální marketing. Zaměřuje se na rozdíly mezi komerční a nekomerční reklamou. Popisuje …moreAbstract:
The Diploma thesis focuses on the topic of social advertising. It is a communication tool which brings attention to social problems. Emotionally involved advertising is trying to achieve changes in behavior and attitudes of the target group and thereby reach the society-wide profit. The theoretical part defines terms such as social advertising and social marketing. It focuses on the differences between …more
Language used: Czech
Date on which the thesis was submitted / produced: 15. 4. 2013
Identifier:
https://is.vsfs.cz/th/a5u0z/
Thesis defence
- Date of defence: 12. 6. 2013
- Supervisor: prof. PhDr. Dušan Pavlů, CSc.
- Reader: doc. Ing. Marie Dohnalová, CSc.
Citation record
Full text of thesis
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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