Diploma thesis provides an overview of legal and ethical regulation of advertising, defines the basic concepts in advertising, summarizes the functions and objectives of advertising and characterized various forms of advertising by the communication media. Through the questionnaire survey detects and analyzes the general attitudes towards advertising as specific views on ethically problematic advertisements.

Legal regulation of sensitive commodity advertising (such as pharmaceutical drugs, dietary supplements, alcoholic beverages, tobacco products, games of chance) The subject of this thesis is the legal regulation of sensitive commodity advertising, such as tobacco products and alcoholic beverages on which I have focused in my work. The thesis is mainly based on topics relevant to current legislation and case law, which are directly linked to the advertising regulation of these products, and is based on controversy with the views of other experts on the subject. In my work I have not only described the historical development of advertisement in general, but also the initial introduction of advertising regulations as such, and, at the same time, the legal instruments related to the private and public law regulation with a detailed breakdown of relevant case law - without omission of international law and European Union law. Simultaneously, I have thoroughly analysed the issue of advertising regulations and its collision with the constitutionally established rights such as freedom of expression and freedom of enterprise also in the light of the imperative judicature decisions. One of the main parts of the analysis of this topic was also the focus on the ethical component of advertising self-regulation,...

The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.

The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.

This diploma thesis deals with the legal issues of online advertising directed towards children. At first, it focuses on the current situation of on-line advertising and describes its forms. Subsequently addressing the influence of advertisements on children. The substantial part of the thesis is the analysis of the advertising regulation in the Czech Republic and abroad. It analyses both legislation and self-regulatory measures. This thesis applies that regulation on the internet and determines whether it is sufficient. The necessity of dealing with this topic, is supported by the results of the research on relationship between children and the internet.

This thesis is devoted to the legal regulation of tobacco and alcohol advertising in the Czech Republic. This thesis aims to evaluate the current state of legal regulation, above all from the point of view of the degree of fulfillment of achieving the social targets which led to the passing of the current legal regulation and to eliminate ascertained deficiencies. This thesis sets out the social targets, provides an overview of the development of relevant acts since 1989 and assesses the current legal regulation as to the quality of the wording of relevant acts and also as to the derived marketing practice and the judgement-making practice of the courts and of the Arbitrary commission of Rada pro reklamu. The acquiring of data necessary for the assessment of the marketing practice was achieved through a qualitative field research. Many deficiencies in the current state of legal regulation have been revealed in the course of working on this thesis. These deficiencies are addressed in the form of new "de lege ferenda" proposals, which are the principal practical outcome of this thesis.

This work deals with advertising and its regulation both through legal norms and ethical self-regulation. Aim of the thesis is to define the scope given to advertising hyperbole and exaggeration by legal and ethical rules and based on selected decisions of the Czech Advertising Standards Council and rulings of Czech courts to provide a set of advice on how to use hyperbole in advertising. As groundwork for the research on the restrictions affecting use of advertising hyperbole there has been analyzed Czech legal and self-regulatory framework of advertising.

This thesis deals with the regulation of advertising of medicinal products aimed at healthcare professionals. The thesis is focused on a deeper analysis of selected provisions, their critical assessment in light of courts' as well as the State Institute for Drug Control's decisions and proposals of possible improvements of the current status. The aim of this thesis is to explore the scope of the current legislation and to evaluate the regulation of the advertising of medicinal products aimed at healthcare professionals from its sufficiency and appropriateness point of view. The aim is also to suggest possible solutions for improving problematic parts. The introduction briefly describes the two fundamental terms, human medicinal products and advertising, along with basic introduction of the price and reimbursement of medicinal products. The introductory section also identifies reasons for the exclusive regulation of this type of advertising. Basic aspects of the regulation are introduces as well. The following section critically evaluates the term healthcare professional in relation to the status of nurses and patients. This is followed by a summary of the basic European Union's regulation that is reflected by those Czech laws regulating advertising of medicinal products aimed at healthcare...

The thesis deals with self-regulation in the advertising, especially image of women in advertising. The main theme focuses on portrayal of women in advertising, gender stereotypes, and sexism. The practical part examines the available studies on women's image and analyzes advertising dealt with Arbitration Commission of Advertising Council in period 2005 - 2009. In conclusion there is a set of recommendations for self-regulatin in advertising.

ABSTRAKT-aj The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotics and its classification like subject of science in theoretic part, explain concept of sign, semiosis and conception of sign by three representative of semiotics-Ferdinand de Saussure, Charles S. Peirce and Roland Barthes. Next I will focus on commercial. I will describe commercial discours, communication and marketing mix and classification of commercials. I'll introduce television as medium of commercial and come to the psychology of commercial where I will apply of methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age, how to eliminate influence of commerical to children and in the end regulation of commercial. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothesis, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children 's product aim at adults...