Assessment of Master Thesis – Opponent
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 3
2. Logical structure 2
3. Using of literature, citations 2
4. Adequacy of methods used 3
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 3
Comments and Questions:
The main objective of this document was to identify the real impact of the advertisement in kids from Colombia, how is it influencing the preference of consumption and how the products advertised are affecting the mental and physical health of this population.
However, author must be careful with the following statements: The main objective of this document is to identify THE REAL IMPACT of the advertisement in kids from Colombia. This sound a bit ambitious by claiming “real impact”.
The objective I could get from the reading: how is the connection between the advertisement and the obesity trend observed in the Colombian population, in addition to research how the education from the parents and institutional education centers about good consumption behaviors is affecting and having influence in the kids population. As my best knowledge, there are many subtopics that the author wants to cover and again seems too ambitious and makes a bit hard to understand the main point of this thesis work.
- The author offers complete theoretical concepts related to the objective of his thesis. - The author even mention several points of view to be covered : parents, companies, kids, health and ethics, I would suggest to only focus the thesis on one, only. Other wise seems to be an incomplete work after the reading. - Careful with some terms like “paper” is a thesis not a paper. - Avoid to mix Spanish language subheadings.
- Unfortunately, the author didn’t provide an adequate methodology description and that impacts the way the full analysis was conducted. - On my opinion the thesis seem a bit disorganized due to the over saturated topics that the author wants to cover. Plus a weak methodology, the result or outcomes are not exactly clear. Questions for defense: In your opinion , after all was is the strategy advertisers should apply? Which could be the implications of your work on Colombian advertising industry ?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 3
Date: 31/08/2021 Andrea Escobar Rios, Doctora en Ciencias
Opponent
