Friday, June 28, 2013

Používání oblíbených postaviček v reklamních sděleních na webových stránkách pro děti

This paper summarizes and explains the study Host selling in cyberspace: Product personalities and character advertising on popular children’s websites, whose authors, American scientists, E. P. Bucy, S. C. Kim and M. C. Park examine to which extent character advertising is used on web pages for children. They evaluate if web pages respect voluntary guidelines set by the initiative CARU (Children’s Advertising Review Unit). The research, published 2011 in the journal New Media & Society, was being conducted in September 2003, April 2006 and September 2009, using the method of content analysis by examining the 101 most popular websites dedicated to children.

After introduction, the first part of the paper describes the context of the study, the voluntary guidelines and legislative regulations concerning online advertising oriented towards children, the confusing nature of using favorite cartoon (and other) characters for advertising purposes in television and online as well and provides the reader with information about the research methodology, research questions and the results of the study. The second and final part of this paper puts the research in the context of media studies, focusing on the normative media theory and the critical marketing theory and expresses the attitudes of the author of this paper.


BUCY, E. P., S. C. KIM a M. C. PARK. Host selling in cyberspace: Product personalities and character advertising on popular children's websites.New Media [online]. 2011-12-08, vol. 13, issue 8, s. 1245-1264 [cit. 2013-06-26]. DOI: 10.1177/1461444811402485. Dostupné z:

TRAMPOTA, Tomáš. Zpravodajství. Vyd. 1. Praha: Portál, 2006, s. 13. ISBN 8073670968.

KOTLER, Philip. Moderní marketing: 4. evropské vydání. 1. vyd. Praha: Grada, 2007, s. 229. ISBN 978-80-247-1545-2.

MCQUAIL, Denis. Úvod do teorie masové komunikace. Vyd. 1. Praha: Portál, 1999, s. 24. ISBN 80-7178-200-9.

MCQUAIL, Denis. McQuail's reader in mass communication theory. Thousand Oaks, Calif.: Sage Publications, 2002, s. 16. ISBN 0761972439.

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