The Influence of Advertising on Children's Lifestyle

Autor	Mgr. František Kotrba
Organisation	Jihočeská Univerzita v Českých Budějovicích, Zdravotně-sociální fakulta
Year	2013
Research type	Ph.D. thesis
Annotation	Advertising, as well as public relations techniques influences the whole population or selected audience, in particular seniors, children and adolescents. The advertisments do not only offer and persuade towards purchasing of a particular product, but they also teach and influence children's opinions and attitudes, creating of role models and behavior patterns. Significantly affects how they spend their leisure time, shapes their eating habits and lifestyle in general. Advertising teaches children future consumer behavior, habits and to a large extent also influences the consumer behaviour of the family as a whole. Main objective of the thesis was to find out how the advertisments influence behavior, opinions and attitudes of children in the field of life style (leisure time, alimentation habit, consumption behaviour) and to monitor and describe the attitudes, habits and behaviour of this target group. The research was carried out by the means of the questionnary among students of secondary school in the south bohemian region ( in total 251 respondents).
Keywords	Advertisments, life style, leisure time, consumption behaviour, alimentation habit, family, children, forming of behaviour, attitudes, opinions
Research type	quantitative
Start date
End date
Obor	AK Sport, leisure time activities, AQ Security and health protection
Email	kotrba@zsf.jcu.cz
Availability	available in the NRVDM electronic library
Download research	1373873424.pdf
Organisation	Jihočeská Univerzita v Českých Budějovicích, Zdravotně-sociální fakulta
Organisation web	www.zsf.jcu.cz
Possible connection	Children and Youth Ratio in population Number of children and young people Expected numbers of children and young people (Summer) recovery activities (form of summer camps)