The diploma thesis describes the various aspects of an advertising in the period of Czechoslovakia. It follows the continuity of an interwar advertising culture in the cultural and historical context of the time. Furthermore it poses a different beliefs of advertising culture compared to today on the one hand and a very modern approach of advertising through the use of new media, advertising tactics, the amount of advertising studios or innovative design on the other hand. On the theoretical background is established an interpretation of selected product advertising posters to reveal unifying characteristics of poster creation of the time. At the final part is searched for a continuity and use of the topic in present art education.

The readers of this thesis meet the topic of internet advertising. The thesis describes different forms of internet advertising and its special features. Its aim is to analyse individual forms of internet advertising and propose an optimal campaign for the chosen subject. The first part covers theoretical knowledge in this area. The next part contains the analysis of competitors' use of Internet advertising. After that follows the analysis of current trends and offer of advertising agencies focusing on internet advertising. Based on the data gained in these parts, the last part of the thesis contains specific proposals and recommendations for internet advertising of the chosen company. These advertising campaigns should bring the company increase in sales and they should also increase public awareness of the company brand.

This diploma thesis with name "Social Poster as a Communication Tool" deals in the content with social advertisings and theirs potential use as a communication tool. The theoretical part deals with graphic design and especially the role of poster as a visual communication medium of advertising. Furthermore, the theoretical part outlines the historical development of advertising and lists the characteristic feature of social advertising, which defines in relation to commercial advertising. It outlines the historical development, refers about the legal and ethical problems of definition and raises questions about its impact and effectiveness in society. Furthermore, the theoretical part contains a list of characteristics of social advertising. It outlines an issues of legal and ethical definition and raises questions about its impact and effectiveness in society. The practical part of this work incorporates the creation own set of six social posters. Set of posters is quite focused on issues specific to the target group. In this context, the work is based on pedagogical and psychological knowledges peculiar to the target group. The assumption is further possible use posters as educational material in the second class students primary schools. On the basis of this materiál it is possible stimulate to discussion on the whole range of social issues. With this is suggested space for communication, asking questions and seeking answers.Part of this work is illustrated appendix, on which is referred to throughout the text. This section is also a record of the creative process and the resulting file of social posters and their possible variations.

European Law Against Unfair Competition Abstract The diploma thesis deals with the "European law against unfair competition" and the emphasis is placed on providing understandable and comprehensive summary of European law represented by two leading directives of the European Union. The first one is called Unfair Commercial Practices Directive and it focuses on relations between businesses and customers, while the second one, called Misleading and Comparative Advertising Directive, concentrates on business to business relations. Moreover, the realm of unfair competition is richly complemented by the jurisprudence of the Court of Justice of the European Union, which dedicates many of its rulings to this problematic due to its indispensable significance. The content of diploma thesis is divided into several chapters. The chapter following the Introduction gives brief definitions of the terms typical for this branch of law, for example competition or average consumer. The third chapter takes into account historical development of unfair competition at European union level and its direct impact to Czech legislation. For this reason, the fourth chapter includes a short discourse about unfair competition from the point of view of the latest Czech Civil Code. Questions relating to consumers and protection of their...

The aim of this thesis is to assess using selected marketing tools how Czech consumers perceive different formats of television advertisement used by Vodafone. To this end, Vodafone TV spots aired in the Czech Republic between 2005 and 2016 were analysed focusing mainly on TV spots aired in the past few years. An integral part of this thesis is the qualitative Focus Group research method and probe questionnaires distributed among Czech consumers. The results of this research are subsequently compared with the Multicriterial research MML TGI Median Company and also with the research results of the Nielsen Company.

The thesis brings a complex insight into the legal environment of the pharmaceutical and food supplement advertising. It focuses on the legal regulations in the branch with emphasis on decision making processes of the supervising and other relevant state bodies. Special attention is paid to the ability of the above mentioned authorities to enforce the powers given to them by the law and to their cooperation. The main goal of the thesis is to assess whether the contemporary adjudication on the two markets (pharmaceuticals and food supplements market) is transparent and close enough to ensure effective protection of the public and consumers. A very important aspect of the whole problem is also to find out whether the jurisdiction allocation among the authorities and the way the make use of their powers leads towards sufficient assurance of legal certainty and public priorities, that is to say consumer protection and public health.

This thesis studies the style of contemporary advertisement and advertising texts published on the internet. The theoretical part is focused on theory and function of advertisement. It describes the specifics of each type of advertising and proposes several classification options. It also presents the dynamic internet environment with typical features. The last section of the theoretical part is devoted to the language and style of advertising texts and the commonly used linguistic aspects and stylistic devices. The practical part deals with examples of real contemporary advertisements published on the internet; the texts are analyzed to find answers to three research questions. The first concerns features which ads use to engage recipient's interest. The output is a table containing an overview of all identified features and their frequency according to the form of advertising. The second research question focuses on persuasive means that advertisements use according to their function. The third part is devoted to linguistic and stylistic features typical for certain target groups. Results of the analysis and the success evaluation are summarized at the end of the thesis. Keywords: advertising text, language of advertisements, style of advertisements, advertisement on the internet, contemporary...

Advertising is a reflection of society. At the same time, it has impacts on society. This diploma thesis looks at advertising as an important social phenomenon. Based on the examples of controversial commercials, it deals with relationship between advertising and society. The main objective of this work is to explore the relationship of controversial commercials and society. With the use of qualitative research methods the author examines how the contemporary society is reflected in the communication of controversial commercials and whether our society is affected by them. For clarification purposes, this diploma thesis first identifies relevant terminology and sets the difference between key concepts, ie., advertising and controversial commercials. Moreover, the theoretical part of the thesis deals with the mutual relationship between advertising and society. Based on the analysis of the Grounded Theory the author acknowledges that the controversial commercials are in fact a reflection of society. Controversial commercials are communicated to their target groups in a common manner that is easy to understand. Yet, their presence in society is not always considered as acceptable and appropriate. In conclusion, this diploma thesis is devoted to the elaboration of the mutual relationship between...

The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.

Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence. / Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Teoriniame tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai.