Work detail

False Advertising as an Alternative View on Reality

Author: Bc. Maryia Alferovich
Year: 2013 - summer
Leaders: PhDr. Pavel Vacek Ph.D.
Consultants:
Work type: Bachelors
Language: Czech
Pages: 73
Awards and prizes:
Link: https://is.cuni.cz/webapps/zzp/detail/125025/
Abstract: General description of the advertising is presented in this bachelor thesis. It describes
misleading advertising, major components of deception and emphasizes the
gravity of the problem. For a complete overview of functioning of advertising, the
process of regulation of advertising is described here. The key part of the thesis is the
analysis of the deceptive advertising. I present different types of misleading advertisements
and its various methods of identification. I also describe various practices
used to deceive consumers. This work also includes some reasons why and how to
avoid misleading advertising and what types of advertisements can be used instead
of these misleading ones. The core of the thesis is my own survey. The results of
the survey confirm all the hypotheses. Inferences from the research are as follows:
(a) misleading advertising affects consumers’ attitudes to product, (b) misleading
advertising causes better consumers’ impression of brand and (c) misleading advertising
affects consumers’ shopping behavior. False advertising is certainly able to
manipulate consumers’ thoughts and demand.

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