Perception of the non-commercial advertising of generation z from Slovakia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F19%3AN0000002" target="_blank" >RIV/04130081:_____/19:N0000002 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdLisbon2019_Online.pdf" target="_blank" >http://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdLisbon2019_Online.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Perception of the non-commercial advertising of generation z from Slovakia

Popis výsledku v původním jazyce

Advertising, as a dominant tool for marketing communication, has become a phenomenon inherently interfering in culture and society. Its influence significantly affects the immediate surroundings. Non-commercial advertising that tends to participate in bringing positive value to society has a unique position. In its essence and focus, it presents social problems in such a way that the recipient becomes aware of them and begins to think about them. For target groups it, therefore, evokes a certain amount of prevention of possible negative social influences, their manifestations on an individual as well as on the world in which he or she lives. Based on this, non-commercial advertising can contribute to appealing to social problems and encourage public engagement in solving them. The paper deals with the perception of the term "noncommercial advertising"- in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, non-commercial advertising" by a research group of adolescents in their semantic space.

Název v anglickém jazyce

Perception of the non-commercial advertising of generation z from Slovakia

Popis výsledku anglicky

Advertising, as a dominant tool for marketing communication, has become a phenomenon inherently interfering in culture and society. Its influence significantly affects the immediate surroundings. Non-commercial advertising that tends to participate in bringing positive value to society has a unique position. In its essence and focus, it presents social problems in such a way that the recipient becomes aware of them and begins to think about them. For target groups it, therefore, evokes a certain amount of prevention of possible negative social influences, their manifestations on an individual as well as on the world in which he or she lives. Based on this, non-commercial advertising can contribute to appealing to social problems and encourage public engagement in solving them. The paper deals with the perception of the term "noncommercial advertising"- in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, non-commercial advertising" by a research group of adolescents in their semantic space.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Economic and Social Development

ISBN

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ISSN

1849-7535

e-ISSN

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Počet stran výsledku

11

Strana od-do

455-465

Název nakladatele

Varazdin Development and Entrepreneurship Agency

Místo vydání

Varazdin

Místo konání akce

Varazdin

Datum konání akce

29. 4. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000471848300047