This Diploma Thesis deals with the issue of Prague musicals celebrity marketing, which is a significant characteristics of the contemporary Prague musical scene. The theoretical part of this thesis introduces the basic theories of celebrity studies and the specifics of marketing mix of musicals, in which celebrities play a significant role. On the margine, the thesis is also focused on current overproduction of musicals and related problems in marketing activities of musical productions. The main part of this thesis is the own research, which was realized by analyzing the promotional materials of the greatest musical productions in Prague, as well as questionnaire survey among the visitors of musical shows. The aim of this research was to assess the contemporary celebrities of the Prague musicals and to assess the influence of celebrities on the decision to go to see some musical.

The diploma thesis deals with marketing communication that employs celebrities. It is a way how to get the attention of consumers. Theoretical part shows the major steps in developing effective marketing communication. It is followed by main questions which are connected with the use of celebrities in marketing communication ( who is celebrity and how they influence us, history of use of celebrities, ways of using celebrities in marketing communication, threads connected with celebrities). Practical part presents the results of original survey dealing with overshadowing of brands by celebrities and difference in attitude of men, women and different age groups to the use of celebrities in marketing communication.

The objective of the diploma thesis was to evaluate the suitability of choosing beach volleyball representatives Kristýna Kolocová and Markéta Sluková as the new faces of the adidas brand women's cosmetics line. Following the introduction of the adidas brand is an account of products portfolio distributed by this brand, description of their communication and characteristics of communication of their main competitor. Secondary research prepared the necessary basis for the primary character. The means of the primary research was a questionnaire, which was distributed to 162 respondents mainly from the University of Economics. The result was a finding, that Kristýna and Markéta are known by approximately half of the subjects and that the absence of the main communication channel, television, was a probable influence on the awareness of the subjects about cooperation with the adidas women's cosmetics brand. The recommendation for future marketing campaigns is more intensive communication via internet and the use of television as the key communication channels.

The subject of this master thesis is the comparison of the way of writing about celebrities in two time periods, namely 1930-1938 and 2000-2008. Thesis are based on two first-republic social magazines, Eva and List paní a dívek, and two magazines from the turn of the century - Cosmopolitan and Rytmus života. The first part of the thesis introduces primarily a theme of the social magazines and celebrities, it also touches the tabloid and the mass media. It also deals with the characteristics of selected social magazines. At the same time, the theoretical part explains the basic knowledge from the history of the two examined periods, which allows a better understanding of context of the periods. The second part of the master thesis is focused on own empirical research, which consists of exploratory and descriptive phase of research. It is therefore the most important part of the thesis, which brings new knowledges. The exploratory phase includes a research sample and presents article entries. The descriptive phase includes an analysis of relationships between celebrities and themes, emotions and sentiment in relevant articles. Part of this section contains research questions and answers.

The primary aim of this Master thesis entitled "Freedom of the Media versus Public Figures' Right to Privacy" is to investigate and analyse the conflict between freedom of the media and right to privacy of public persons. The thesis is formally structured into eight thematical chapters and two parts- theoretical and analytical. The theoretical part of the thesis provides legal, philosophical and media background for further analysis in the special part of the thesis. The analytical part deals with selected case studies of media photography conflicting with right to privacy of public figures. First chapter focuses on the freedom of speech and freedom of the media in historical, legal and philosophical perspective, deals also with the problem of censorship and technological challenges in the postmodern electronic age of the internet. Second chapter critically examines the concept of watchdog journalism in democratic system with special interest in the debate on the current affairs of the British media system. Third chapter deals with right to privacy and reflects also on the fluid concept of privacy in the era of social networking. Fourth chapter analyzes so-called public figure doctrine, celebritization and mediatization of politics and also discusses the collision between free speech and privacy....