Controversial advertising – a case study of United Colors of Benetton.

Anastasiia Panasiuk

Bakalářská práce

Abstract:

The topic of this Bachelor Thesis is Controversial advertising .Thesis focuses on the meaning and purpose of the controversial advertising by focusing work on the United Colors of Benetton Company, which is famous for their shocking advertising campaigns.Given thesis consists of two main parts: theoretical and practical parts. The theoretical part includes basic definitions, aims and functions of advertising. In the first part of the thesis the author using the specialized literature describes the importance and effectiveness of the controversial advertising. The practical part divided into two main parts. The first part consists of the description of the various advertising campaigns of the company United Colors of Benetton and the effects of these campaigns. In the second part, the author of this bachelor thesis proves defined hypothesis by analyzing a sociological survey and concludes from the obtained results.

Keywords

United Colors of Benetton, advertising campaigns, controversial advertising, shocking advertising

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management