Quo vadis advertisement? Positives and negatives of current ad

Abstract

Today’s face of advertisement has changed dramatically over the last quarter of the century. There has also been a change in the public’s relationship with the advertisement. The aim of the study is to present an up-to-date view of this current situation, but in particular to highlight the attitudes of the public to the different forms of advertising at present. Through comparative analysis, as well as primary quantitative research, we want to take a look at the useful or at the harmful effects of advertising in our everyday life. The results will be brought to the attention of the professional and the general public in order to improve the situation in practice. The subsequent aim is, therefore, to help improve the content and form of this activity, respectively, to affect the undesirable amount of broadcasting time in the Czech and Slovak media. © 2019, Springer Nature Switzerland AG.