"Soci\u00E1ln\u00ED neboli nekomer\u010Dn\u00ED reklama poukazuje na ur\u010Dit\u00E9 spole\u010Densk\u00E9 probl\u00E9my a sna\u017E\u00ED se vzbudit v lidech pocit odpov\u011Bdnosti za to, co je kolem nich d\u011Bje. Sna\u017E\u00ED se propagovat ve\u0159ejn\u011B prosp\u011B\u0161n\u00E9 jevy a zlep\u0161ovat situaci ve spole\u010Dnosti. Aby soci\u00E1ln\u00ED reklama dos\u00E1hla sv\u00FDch c\u00EDl\u016F, m\u016F\u017Ee stejn\u011B jako komer\u010Dn\u00ED reklama vyu\u017E\u00EDvat r\u016Fzn\u00E9 psychologick\u00E9 techniky, postupy a apely. C\u00EDlem \u010Dl\u00E1nku je prezentovat v\u00FDsledky v\u00FDzkumu psychologick\u00FDch apel\u016F vyu\u017E\u00EDvan\u00FDch v soci\u00E1ln\u00ED reklam\u011B zam\u011B\u0159en\u00E9 na d\u011Bti a uv\u00E9st probl\u00E9my souvisej\u00EDc\u00ED ze zodpov\u011Bdnost\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti."@cs . "\u017Dilina" . . "[E303F862DDF0]" . "Kratochv\u00EDlov\u00E1, Hana" . "Psychological appeals using as a tool of social responsibility of advertising focused on the children"@en . "Social or noncommercial advertisement shows to concrete social problems and trying to inspire in people feeling of responsibility of happening about them. It tries to promote public helpful things and making better the situation in socialization. When social advertisement would like to reach the finish, it can also, as a commercial advertisement, use psychological technics, practices and appeals. Mission of this article is to present the results of examination of psychological appeals used in social advertising oriented at children."@en . "Odpov\u011Bdn\u00FD management v podnik\u00E1n\u00ED a ve\u0159ejn\u00E9 spr\u00E1v\u011B \u2013 cesta do inova\u010Dn\u00ED spole\u010Dnosti" . . "8"^^ . "179663" . "1" . "Vyu\u017Eit\u00ED psychologick\u00FDch apel\u016F jako n\u00E1stroje zodpov\u011Bdnosti soci\u00E1ln\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti"@cs . . . . "Psychological appeal, social responsibility, advertising"@en . "Psychological appeals using as a tool of social responsibility of advertising focused on the children"@en . . "GEORG \u017Dilina a Etika podnik\u00E1n\u00ED a ve\u0159ejn\u00E9 spr\u00E1vy, o.s." . "Vyu\u017Eit\u00ED psychologick\u00FDch apel\u016F jako n\u00E1stroje zodpov\u011Bdnosti soci\u00E1ln\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti" . . "RIV/70883521:28120/12:43868634!RIV13-MSM-28120___" . "28120" . "Soci\u00E1ln\u00ED neboli nekomer\u010Dn\u00ED reklama poukazuje na ur\u010Dit\u00E9 spole\u010Densk\u00E9 probl\u00E9my a sna\u017E\u00ED se vzbudit v lidech pocit odpov\u011Bdnosti za to, co je kolem nich d\u011Bje. Sna\u017E\u00ED se propagovat ve\u0159ejn\u011B prosp\u011B\u0161n\u00E9 jevy a zlep\u0161ovat situaci ve spole\u010Dnosti. Aby soci\u00E1ln\u00ED reklama dos\u00E1hla sv\u00FDch c\u00EDl\u016F, m\u016F\u017Ee stejn\u011B jako komer\u010Dn\u00ED reklama vyu\u017E\u00EDvat r\u016Fzn\u00E9 psychologick\u00E9 techniky, postupy a apely. C\u00EDlem \u010Dl\u00E1nku je prezentovat v\u00FDsledky v\u00FDzkumu psychologick\u00FDch apel\u016F vyu\u017E\u00EDvan\u00FDch v soci\u00E1ln\u00ED reklam\u011B zam\u011B\u0159en\u00E9 na d\u011Bti a uv\u00E9st probl\u00E9my souvisej\u00EDc\u00ED ze zodpov\u011Bdnost\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti." . . . . . "978-80-89401-75-8" . "1"^^ . "205"^^ . "V" . "Vyu\u017Eit\u00ED psychologick\u00FDch apel\u016F jako n\u00E1stroje zodpov\u011Bdnosti soci\u00E1ln\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti"@cs . "RIV/70883521:28120/12:43868634" . . "3"^^ . "Sta\u0148kov\u00E1, Pavla" . . . "Vyu\u017Eit\u00ED psychologick\u00FDch apel\u016F jako n\u00E1stroje zodpov\u011Bdnosti soci\u00E1ln\u00ED reklamy zam\u011B\u0159en\u00E9 na d\u011Bti" . .