The main aim of this thesis is to discuss conflicting opinions about the existence, targets and the system of advertising and to examine its effects on purchasing behaviors. Another important aim of the study is to demonstrate that advertising is an important but not the sole factor which increases the sales of a product. The study focuses on the relationship between the capitalist industry and consumers&amp / #8217 / purchasing decisions. It discusses the effects of marketing strategies on consumer behaviors and purchasing preferences. The interaction between the symbolic representations of commodities&amp / #8217 / brand names and consumption decisions are evaluated and the basic arguments of critics and advertisers about the system of advertising are discussed. In addition, variables other than advertising that influence consumer behaviors are examined and the importance of advertising in modern marketing is presented. To understand the messages in today&amp / #8217 / s advertisements deeply, semiology as one of the most important methodologies of decoding advertisements, the basic advertising formats and the language of advertising are evaluated. The question of how meaning is reconstituted both by advertisers and the viewers of messages is discussed. The study also entails a case study in which AkSam&amp / #8217 / s re-launch advertising campaign is evaluated. AkSam&amp / #8217 / s brand and image perception before and after the advertising campaign is examined. After this evaluation, the success of an advertising campaign in accordance with its advertising strategy is discussed.

This diploma thesis observes representation and evolution of medical advertisement, products and services in print. This evolution is shown on comparing the two eras, the "first republic" and modern Czech Republic. The studied years of 1928 and 2008 demarcate the period of 80 years of transformation of advertisement market, but some of the rules are the same. The goal of this diploma thesis is to describe contemporary advertisement in chosen printed media, the magazines for public without specialization or further attributes "Světozor" and "Týden" serve for the research. The thesis observes which services and products were offered, in context of what and which methods were used. The text goes on from introduction to the topic and issues and analysis of particular samples from magazines to their comparation. The results of diploma thesis is the evaluation of used rules, according to the media themselves and the timeline. Thesis deals with the regulation of medical advertisement aswell. To compare them and increase the number of samples, the advertising of cosmetics sold in pharmacies is added. .

The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...

The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.

Aus historischer Sicht ist Werbung eine bedeutende Quelle zur Alltags- und Mentalitätsgeschichte. Ein besonderer Schatz historischer Anzeigen- und Prospektwerbung der Eisen- und Stahlbranche des ausgehenden 19. und frühen 20. Jahrhunderts hat sich in den Einzelheften der Zeitschrift „Stahl und Eisen“ (Erstausgabe im Juli 1881) erhalten, in dessen Besitz die Universitätsbibliothek 'Georgius Agricola' der TU Bergakademie Freiberg durch die Übernahme der Bibliothek des Vereins Deutscher Eisenhüttenleute (VDEh) - eine der weltweit ältesten metallurgischen Spezialbibliotheken - im Jahr 2020 gekommen ist. Insbesondere die frühen Ausgaben beinhalten sehr informative Anzeigen und lose Prospektbeilagen, die nicht nur Auskunft über Werksprogramme, Produktmaße und -preise, sondern oftmals auch über Produktionszahlen und Anzahl der Arbeiter und Beamten einer Firma/Fabrik geben. Die meist aufwendig gestalteten Werbeprospekte, die jedem Heft in unterschiedlicher Anzahl beilagen, erweiterten das beworbene Produktspektrum um Artikel der Büroausstattung, hochpreisige Konsumgüter und Verlagswerbung. Der Artikel gibt einen Einblick in diesen besonderen Bestand. / From a historical perspective, advertising is an important source for the history of everyday life and mentality. A special treasure of historical advertisements and brochures of the iron and steel industry of the late 19th and early 20th century has been preserved in the single issues of the journal 'Stahl und Eisen' (first issue published in July 1881), which the University Library 'Georgius Agricola' of the TU Bergakademie Freiberg came into possession of by taking over the library of the Verein Deutscher Eisenhüttenleute (VDEh) - one of the world's oldest metallurgical special libraries - in 2020. The early issues in particular contain very informative advertisements and loose brochure inserts, which provide information not only about factory programs, product dimensions and prices, but often also about production figures and the number of workers and officials at a company/factory. The usually elaborately designed advertising brochures, which were enclosed with each issue in varying numbers, expanded the advertised product range to include items of office equipment, high-priced consumer goods and publisher advertising. The article provides an insight into this special collection.