PERCEPTION OF THE NON-COMMERCIAL ADVERTISING OF GENERATION Z FROM SLOVAKIA

Advertising, as a dominant tool for marketing communication, has become a phenomenon inherently interfering in culture and society. Its influence significantly affects the immediate surroundings. Non-commercial advertising that tends to participate in bringing positive value to society has a unique position. In its essence and focus, it presents social problems in such a way that the recipient becomes aware of them and begins to think about them. For target groups it, therefore, evokes a certain amount of prevention of possible negative social influences, their manifestations on an individual as well as on the world in which he or she lives. Based on this, non-commercial advertising can contribute to appealing to social problems and encourage public engagement in solving them. The paper deals with the perception of the term "noncommercial advertising"- in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, non-commercial advertising" by a research group of adolescents in their semantic space.