The diploma thesis is related to the comparative advertisement and its chronological development in the czech legal order. The aim is an explanation of the comparative advertisment institute, its history and modified private law regulation in the Civil Code no. 89/2012 Coll with comparison of individual past legislation and consideration of European law. The thesis consists of an introduction, four chapters, their subchapters and conclusion. The first chapter defines the general notions related to the comparative advertisement institute starts from the economic competition, private branch as competition law and the definition of advertisement, its history and understanding. Afer the advertisement definiton loosely follows second chapter which solely deals with the comparative advertisement institute. In this chapter a reader gets acquanted with the terminology, theory and practical cases of comparative advertisement. Then he is able to clarify the positives and negatives of comparative advertisement. The third chapter deals with the historical excursus starting with section of the legislation of the comparative advertisement from year 1919 to 1950, followed by the historical part from the lack of freedom period and ending with revolutionary legislation in year 1989 which is subsequently divided to...

In 1989 with the revolution and the development of democracy, Taiwan first time made newspaper advertisement open to public, in 1991 it also lift the restriction to let political party could made advertisement on TV, in 1993 the radio also be allowed, in 1996 the radio and TV could be afforded non-gratuitous president campaign advertisement, in 2007 November the councilor campaign advertisement straightly be opened, in this time the campaign became hot. Especially when the law of TV been published, the tools of campaign had been restricted. Since 1989 Makro entered Taiwan packed goods store market, Carrefour¡BB&Q ¡BCostco¡BGeant¡BTaisuco¡Ketc packed good stores has changed the habits of consumer in Taiwan. Because those stores spread everywhere and technology of media has been improved fast, besides the budget of campaign is restricted by law, how to use tools to contact the voters has become the most important thing to political parties. Advertisements are everywhere, even on 3000 meters mountain you can see the garbage with production log. Because advertisements are such in flood, people start to ignore them. Newspapers and TV are no longer the powerful tools to advertise, since remote control been invented, the number of channels greatly increased and bloody news attract consumers¡¦ attention. In recent years Taiwan VOD technology system became mature, this research is about how to make efficient advertisement when we go to toilet. This thesis is according to primer collecting and secondary information analyzing to discuss the possibility of setting campaign advertisement in public toilets. This thesis comprises 5 chapters as follows¡GChapter 1, discussing the situation of campaign advertisement in Taiwan¡FChapter 2, describing the progress of campaign and its law¡FChapter 3, discussing TV advertisement characters from human mental points¡FChapter 4, to observe upon real investigation and to prove its possibility¡FChapter 5,as conclusion, this thesis comes up with some suggestions and self-criticisms.

The thesis debates the issue of mass communication and one of its important parts - advertisment. It is focusing on advertisment aimed at children, describes the means and sources of its regulation - be it legal or self-regulation. It explains the workings of the Committee for advertisment and compares the legal regulation and self-regulation in Slovakia and Germany. The thesis is pointing at the need of regulation of unethical advertisments which is abusing its influence on the child consumers. It is also stressing the need of teaching children media literacy which should be the children's first line of defence against the influence of advertisment.

Svensken spenderar i genomsnitt 6 timmar om dagen på medier och genom reklamen som visas på dessa medier sänds det ut värderingar och uppfattningar om vad ett visst kön är. Därför ställde jag frågan om vem som ska hållas ansvarig för de stereotypa bilder som idag visas på reklamen.  Syftet med denna studie är att få kunskap om vad reklamskaparna har för perspektiv på genus och inställningen till att skapa könsstereotyp bildreklam. Den metod jag valde att använda mig för att svara på den frågeställning som studien har valde jag kvalitativa intervjuer. Det empiriska materialet som intervjuerna genererade visade sig som styras av genusmedvetenhet i tolkningen av stereotyperna manligt och kvinnligt och kritik emot den traditionella reklambilden. Informanterna menade att många kunder idag är medvetna om stereotyperna och vill förändra den bilden. Trots det så kunde jag genom studiens teorier konstatera att informanternas tolkning om manlig och kvinnlig var stereotyp. Så vem ska agera för att reklambilden ska bli ”könsfri”? / A Swede spends on average 6 hours a day using media. Advertisements that appear in these media influence the audience’s perceptions of what it means to be men or women. Therefore, I wonder who should be considered responsible for the gender stereotypes that currently appear in the advertisements. The purpose of this study is to gain knowledge about the advertisement producers’ perspective on gender and gender-stereotyped advertising. The method that this study uses is qualitative interviews. The material gathered through the interviews shows a high level of gender-awareness among the interviewed producers of advertisements, as well as that they share a critical vision of the traditional stereotypes in advertisements. The informants say that many customers today too are aware of the stereotypes and want to change that. Despite this, the analysis of the informants’ interpretations of “male” and “female” based on the theories shows that advertisement producers continue to think somewhat stereotypically. The question that this study suggests for further investigation is who should act in order to make advertisements “genderless”?

This master´s dissertation deals with the French compound words in ad text in the age of 70 years and after 2000. Dissertation is divided into two parts. The theoretical part describes the function of language in advertising, the levels of language, theories of advertising communication. Then, we defined the main elements of the magazine and compound words.In the second part, we continue with the analysis of lexemes stripped of Elle magazine, designed for both the period and taking into account promotional incentives for different types of compounds.

Vad blir vi lyckliga av? Ett exmensarbete som genom betraktelser skapat illustrationspar. En av illustrationerna i paret visar vad reklamen säger oss, vill få oss att känna och handla, den andra illustrationen visar hur vi kan ha det i stället genom lyckliga stunder. För lycka ligger inte i reklamens påhittade konsumtionsvärld, utan inom oss själva. I vår egna personliga upplevelse av lycka. / What makes us happy? This bechelor project consist of illustrated pair of images. One of the illustrations shows what the advertisement tells us, wants us to feel and act, the other illustration shows how we can have it instead through happy moments. For happiness dwells not in the imaginary consumtion world of advertising, but within ourselves. In our own personal experience of happiness. / <p>Examensarbetet har tre bilagor.</p><p>Bilaga1 Tidigare arbete "Att sprida budskap"</p><p>Bilaga 2 Broschyren "nu"</p><p>Bilaga 3 Vykort</p>

In this diploma thesis Prague Advertisement in the Interwar Period its author Ondřej Štěpánek deals with a so far almost neglected topic - advertisement in Prague in years 1918 -1939. After outlining the development of advertisement in these two decades in the whole newly constituted state, the author focuses on regional specifics in the capital city that were set by local regulations. He mainly addressed the legality of individual advertising means, especially those in public spaces, and he also described producers of advertisement in Prague. The author concludes that advertisement made a large progress in the respective period, particularly during the late 1920s and the first half of the 1930s. Advertising companies had to deal with many restrictions and prohibitions brought by the new legislation. This diploma thesis provides new insight in the research of the advertisement history, especially in the area of the development of advertising agencies.

The goal is to analyse marketing communication of car manufactures on czech market with perspective of Kotlers competitive strategies and decide if communication represents position on market. Theoretical part introduces Kotlers competitive strategies and discuse different aspects of marketing communication with regard to this framework. Analysis is based on secondary data from czech advertising market. The thesis includes recommendations for each brand ( with respect to their market position ) how to communicate in the mass media.

Essa tese estuda os trabalhos de duas organisações que atuam na prevenção do turismo sexual de crianças e adolescentes, Ecpat na Suécia e Resposta no Brasil. Os tópicos estudados referem-se a como essas entidades organizam suas campanhas e quais as mensagens que elas enfocam. Também estuda-se o Código de Conduta/The Code of Conduct, um instrumento usado pelas duas organizações no intuito de facilitar a indústria do turismo a se comprometer na prevenção do turismo sexual de crianças e adolescentes. Desse modo, analiza-se os materiais de propaganda das agências suecas de viajem bem como faz-se um estudo geral sobre a propaganda brasileira de turismo desde a década de 1960. / This thesis studies the work of two organisations working to prevent child sex tourism, Ecpat in Sweden and Resposta in Brazil. Issues dealt with cover how the organisations campaign and what messages they choose to focus upon. I have also looked closer at the Code of Conduct, a tool used by both organisations to make the tourism industry committed to the prevention of child sex tourism. I have further analysed advertisement material from Swedish travel agencies and made a quick exposé over the Brazil tourism advertisements since the 1960s.

This thesis named Adolescents' Perception of Television Advertisement is an analysis of the relationship between the television advertisement and the chosen target audience - adolescents at the age of 17 - 20. The thesis examines to what extent the television advertising contributes to forming an image of the world in the members of the target audience and asks whether the advertising pressure focused on the target audience is effective or whether the adolescents are able to think critically and indipendently and to create their own opinion on the proposed and explored issue. The introduced thesis is devided in two parts - practical and analytical. The first one is primarily based on findings gained form relevant literature and the sedondone presents the process and results of the very quantitative research. The main aim of this thesis is to find out what is the overall attitude of adolescents at the age of 17 - 20 towards the television advertisement and to give evidence whether they believe the informatik presented in the TV advertising. In order to meet the given goal 105 students of two last years of Catholic Grammar School in Pilsen were put through the quantitative questionnaire research detected the trends in adolescents' attitudes and perception of TV advertising. The research included four...