ČONKOVÁ, Laura: Significance and application psychology of advertising in connection with the personal characteristics consumer. [Master thesis] - Technical university in Zvolen, Department of Social Sciences. Supervisor: Mgr. Attila Rácz, PhD. Zvolen: TU, 2020. 60pp.The aim of Master thesis is significance and application psychology of advertising in connection with the personal characteristics consumer. Master thesis is devided into two main parts. First part is focused on definition of theoretical framework dealing with the issue of the thesis, which consist of terms such as advertisement, psychology of advertisement, psychology of personality or consumer. The theoretical part is also focused on specific differences of individual types of personality in connection with the perception of advertising, and the various individual or social influences that cause these differences in purchasing decisions. The second, analytical part of master thesis deals with analysis of gathered informations received through questionnaires from respondents. The analytical part is focused on behaviour of advertising recipients in connection with their personality type. Based on the outcomes of the research we conclude the impact psychology of advertising on personality type of advertising recipient.