The purpose of the thesis is to investigate the problems of modern advertising, especially some of its ethical aspects, and to find out whether consumers, companies and advertising agencies are aware of this problem and how they deal with it.
The theoretical part of the thesis deals with the main topic of the thesis, i.e. e. advertising. The first chapters of the theoretical part are related to the presentation of advertising and its development, the next set of chapters are related to the presentation of modern advertising, its approaches and the consumer's perception of this type of advertising, and the last part refers to the presentation of advertising and its development. The theoretical part presents the operation of advertising agencies and the challenges faced by advertising in modern times.
The experimental part of the thesis consists of two parts. The first part presents an imaginary advertising company with defined values, mission and vision. The second part of the practical work consists of three surveys, which were carried out and analyzed in order to find out whether and how consumers, companies and advertising agencies are aware of and deal with the problems of modern advertising.
The results and discussion section presents the analysis of three surveys carried out among consumers, businesses and advertising agencies, based on the results obtained. The main findings of the discussion on the results of the surveys are:
- users are most often confronted with advertising on the web and social media, which degrades their user experience and discourages them from buying;
- businesses are faced with increasingly demanding consumers;
- more and more unethical and dishonest approaches are being used in advertising, all in the name of maximizing profits;
- advertising agency employees are forced to do work that is not in the line with their ethical principles.
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