ČASOPISY PRE ŽENY A ICH VPLYV NA NÁKUPNÉ SPRÁVANIE SA ČITATELIEK

This article brings a new theoretically - empirical view how the advertisements can influence specific target group - women reading magazines assigned for them and their shopping behaviour. An advertisement in women magazines expects that content sight of these magazines intensify stimulation of women motivation for shopping presented products. We were interested, in our realised research (180 respondents from Bratislava and Trnava district), if Slovak women pay attention to advertisements and presentation of products in advertising articles in magazines EMMA, ELLE and 'Bajecna zena' (Excellent woman) and if they are influenced in shopping by them.