The thesis deals with the study of advertising and its impact on the selected target group. The main aim of the thesis is to find out to what extent advertising affects the selected target group, which are women and men at work. The thesis is divided into theoretical and practical part. The theoretical part is focused on the definition of terms in the field of marketing communication, advertising and psychology of advertising. The conclusion of the theoretical part deals with neuromarketing. The practical part is focused on marketing research, which aims to find out the opinions and attitudes of women and men to advertising. The survey is conducted through a questionnaire. In the final part of the thesis, we summarize and evaluate the results that we obtained on the basis of marketing research.