The aim of the diploma thesis was to find out how consumers of generations Y and Z perceive new forms of advertising. The first part of the thesis is based on theoretical framework is focused on explaining concept such a s communication, communication process and marketing communication. The diploma thesis also deals with the comparison of classic and modern tools, the divisions of consumers by generation and clarification of modern forms of marketing communication. The second, analytical part of the thesisis devoted to the evaluation the results from a survey focused on how new forms of advertising affect people belonging to generations Y and Z. All data obtained from respondent are graphically represented. The thesis concludes with the proposed recommendations, in which the results of the survey were evaluated.