The present master?s thesis focuses on researching the influence TV commercials have on pupils of all age groups in elementary and middle schools and concerns itself with the pupils? TV watching habits. In the area of media it explores the question of media awareness education, in the area of developmental psychology it focuses on the cognitive development theory of Jean Piaget. Besides its theoretical part the thesis includes original qualitative and quantitative research. The applied part describes the results from focus groups (first and second grade pupils) and from a questionnaire study (from fourth grade in elementary school to the last grade in middle school) that was conducted in one of the public schools in České Budějovice. The questionnaire study included also group of the pupils? parents. The results of the qualitative research were evaluated in terms of gender, grade, and domicile of the respondents. The responses of the adult respondents were evaluated in terms of gender and age of their children, their educational level and their net monthly income. The results are discussed in wider context. The discussion attempts to offer an overview of advertising comprehension development among pupils of elementary and middle schools. The results indicate that the pupils are influenced by TV commercials and that their understanding of the commercials? purpose increases with their age. An important influence on the pupils and on their TV watching habits ? watching that includes exposure to TV commercials ? have especially their parents and to a lesser degree their teachers.

This paper, based on archival and period media research, tries to describe the relationship between the Electrical Enterprises of the City of Prague and the Czechoslovak avant-garde in the 1920's and 1930's. The Electrical Enterprises of the City of Prague helped to carry out several exceptional film and intermedia projects through their regular advertising contracts, including the film Praha v záři světel (Prague by Night, 1928), Zdeněk Pešánek's light-kinetic sculpture (1930) or the short experimental film Světlo proniká tmou (Light that Penetrates Darkness, 1931). There are also screenplays in the company archives which have never been realized but demonstrate much about the relationship between advertising and art in the interwar period. The author emphasizes the role of the public's general fascination with electrification, artificial light in the modern city and new forms in the collectively shared public space.

"Studies and a career of Czech animator in terms of market economy" answers all basic, practical questions that Czech animation student asks about his future career. It is an information link between school and practice. It delivers facts about current situation on Czech animation scene and presents practical skills which are necessary for setting up an animation career. The goal of a writer was to deliver undistorted information which might be surprisingly realistic or skeptic. Understanding these facts is fundamental, because readers should come up with their own solutions for their future jobs in animation. A broad topic contains information about film or artistic animation, commercial and comissioned jobs, internet animation, basics about animation studios, animation industry and economic aspects of a freelance work. It summaries a purpose of animation schools, including 10 commandments of a student aimed on practical skills to gain during studies.

The thesis deals to using stratification layers of a national language in advertisement. The theoretical part introduces a history and development of advertising, points out legislative adjustments and describes a marketing comunication. The part devoted on vocabulary focuses on changes and nowadays progress. In next part there are introduced other vocabulary layers and there are showed mistakes on specific advirtisment too. The empirical part introduces a project for elementary school students and a research complied from questionare. Results are subjected to analisys a compared with defined hypothesis in advance. All thesis focuses on perception of individual parts of and national language by adolescents and adult recipients too.

Title: Creation of marketing communication within the business plan of the new created e-shop Objective: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. It were used qualitative research methods, such as focus group and in-depth interview. Also these methods of qualitative research together with informal interviews helped to analyse the appropriate tools of marketing communication. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. Realizing adverts on social network is planned for Facebook and Instagram platforms, which are currently a very powerful tool for marketing communications. PPC ad placement is designed for Google's web search engine, which also has a high potential for marketing communications. Other elements of the proposed marketing communications are questionnaire, e-mailing, search engine optimization and competition. The...

The thesis is focused on the influence of media education of the ability of students of the second grade of elementary schools to interpret media communication. The reader will be provided an insight into the issue of media and their influence on a person with a main focus on the students of the second grade of elementary school. The second part of this thesis present the concept of media education, it offers a proposal for a block of media education with assessment of the impal of teaching on the respektive competencies of the students. The effectiveness of the teaching will be assessed through research surveys designed as a qualitative comparison of students' testimonies after completing a media education course, using the group interview Focus group. The questions are focused on the critical analysis of media communication, whereas students' answers are compared with a control group that was not equally educated. KEYWORDS advertisement, influence, focus group, media, mass media, media education, second grade of elementary school

This thesis was prepared on company communications mix. Selected company was SOME Jindrichuv Hradec Ltd. The work is divided into theoretical and practical part. In the theoretical part is described the issue using the professional literature. In the practical part describes the communication mix of the company and are designed to improve it.

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.

The subject of this thesis is description and evaluation the situation of the selected company in the market environment. The base of thesis is characteristic of the basic internal analyses of the business entity and external analyses of the business environment and their application on any selected company. The thesis includes description of selected company, analysis of their external environment including Porter's five forces model, competitor analysis, analysis of attractiveness of the branch and STEP analysis. The internal analyses are applied by SWOT analysis, portfolio analysis and SPACE analysis. In the end of thesis is suggest of opportunity drawing funds from the European Union and so improve market position.

The aim of this thesis is to analyze the current state of marketing communications in a football club Bohemians Praha 1905. Another aim is to suggest possible improvements in marketing communications, which would have helped the club to better work with interested groups.