ADOLESCENT – PERSONAL BRAND AND ITS RELATIONSHIP TO SELECTED ELEMENTS OF MEDIA COMMUNICATION
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
The article deals with psychological aspects of perceived media communication by adolescents. The goal of the research was to determine a semantic space, which is attributed to a celebrity brand, commercial advertising and social advertising. These three objects were confronted with self-object, which represented the personal brand of adolescents. To meet the objectives, we used the method of semantic differential, which consisted of 35 bipolar adjectives. The sample consisted of adolescents (N = 68) aged 19.2 years in average. The results proved a significant relationship between the perception of celebrity and commercial advertising, as well as between celebrity perception and social advertising. Finally, a hierarchical analysis proved that adolescents connect their personality with celebrities, as well as with social advertising. Their attitudes towards commercial advertising showed ambivalent. On the one hand, commercial advertising was rejected by adolescents and on the other hand, it was perceived very similarly to social advertising. It proved very little differentiation between these two types of advertising.
Authors and Affiliations
Blandína Šramová, Milan Džupina
Keywords
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