Child as a consumer and its influence on adults decision-making processes

Diploma thesis deals with children as a specific target group influencing adults decisions. The theoretical part defines terms related to children as consumers and commercialization of their childhood, advertisment and the typical media, which have a negative impact on children. The penultimate charter is devoted to the situation in the United States of America, where children are considered to be the biggest consumers. The practical part will be realized by own research among children and parents in order to determine an approximate situation in the Czech Republic. A part of empirical part will also be a comparison of Czech and American results