Assessment of Master Thesis – Academic Consultant
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:The advertisement in Colombia and its concerns in children’s health Author’s name:Alejandro Velasco Cardona
Ac. Consultant’s Name:Ing. Markéta Lhotáková, Ph.D.
Opponent:Andrea Escobar Rios, Doctora en Ciencias
Criterion Mark
(1–4)
1. Overall objective achievement 2
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 1
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 2
Comments and Questions:
The main objective of the theses is “to identify the real impact of the advertisement in kids from Colombia, how is it influencing the preference of consumption and how is it affecting the mental and physical health of this population in some of the principal cities of the country.” The objectives are defined very broadly, and it was hard to fully fulfill them, but author has well defined the current status of the situation based on both secondary and primary research. In the first chapter author has defined different advertising and
characterized some key aspects and specifics of Columbian media market. In the second chapter, based on relevant literary sources, he focuses on children and their specifics as consumers and receivers of advertising and tries to indicates connections between advertising of foods and increasing obesity problem in Columbia. He discusses children’s´ ability of understanding and perceiving the concept of advertising in various ages, different techniques as well as media channels used to catch attention of different age groups and gives examples demonstrating the Columbian situation. Author is looking for link between increasing child overweight and obesity, Childrens‘ spending patterns and advertising of processed and sugar rich foods to children. He also discusses some other aspects of modern lifestyle, which influence this unhealthy trends as family lifestyle, which again is partially connected to advertising. As Columbia is a distant market, 3rd chapter analyzing various Columbian legal regulations of advertising with focus on children is very interesting. Author discussed various codes in connection to self-regulation and education as well as ethical aspect of the topic. To complement this quite broad literary review, he conducted well structured primary, questionnaire based research targeted to parents of 4 different aged groups of
children. He analyses the results well and compares them with the results of research presented in literary review, through what he demonstrated good analytical skills. As the main weakness I consider the fact, that author through his research described/confirmed current status, but did not suggested any action, that could be taken based on his research to improve the situation. Questions for defense 1. Based on your research, especially findings from your primary research, what action would you suggest and who should take that action to “influencing the preference of consumption which are affecting the mental and physical health of children and youth in some of the principal cities of the country? Please give at least 3 specific and actionable suggestions. 2. In different parts of your research you touched the topic of education as an alternative to regulation. Based on the results of your research, could you think about applicable
suggestion with respect to education concerning both advertising as well as nutritional / eating habits. To whom should the education be targeted, who and how should execute it?
Suggested grade 1-2 depending on defense
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 2
Date: 03/08/2021 Ing. Markéta Lhotáková, Ph.D.
Academic Consultant
