| Abstract [eng] |
The aim of this work is to determine the attitude of young generation towards the television advertisement in Kaunas town, after presentation of attitude construct to advertisement researches. To reach this aim these tasks have been formulated: •To describe the young generation and its attitudes; •To present theories and models of the attitude; •To describe attitude formation process of young generation; •To describe the advertisement courses and explore research methods of the attitude of young generation towards the television advertisement, that was chosen. •To perform research of the attitude of young generation towards the television advertisement and present results. The object of this research work is the attitude of young generation towards the television advertisement. The theoretical aspects of the attitude of young generation towards the television advertisement have been explained in the first part of the work. These theoretical aspects include description of young generation, as an exceptional social group with their attitudes, definitions and theories of the attitude, and attitude formation process of young generation. The kinds of researches of advertisement and attitudes towards advertisement are presented in the second part of the work. The research results and analysis of the attitude of young generation towards the television advertisement in Kaunas are presented in the second part of the work. The volume of this work is 58 pages, in which 13 tables, 34 figures are presented. This work is supplemented with 1 appendix in which a sample of research questionnaire is presented. |
