Diploma thesis introduces the social advertising, its legal and ethical aspects and the role of an advertising agency in a process of its creation. Practical part includes the results of a research related to attitudes of non-profit organizations, advertising agencies and general public to this issue.

The objective of this thesis is to find out attitudes of consumers to different types of retail outlets on the Czech market. There are analysed secondary and primary data in the thesis. Secondary data are extracted from the research Market&Media&Lifestyle of the Median agency. Primary research is carried out face to face. The aim of this thesis is to explore opinions of the consumers, their emotions and predispositions to behavior, to discover all of the three dimensions of the attitudes.

The purpose of the thesis is a description of organic food and ecological farming in general. The theoretical part of the thesis deals with findings consumer and shopping behavior of consumers of organic food. The practical part contains a marketing research of organic food in the Czech Republic, which focuses on the findings of opinions, attitudes and motivations of consumers to purchase organic food.

The diploma paper is concerned with the occurrence of ethic issues in advertising. The aim of the paper is to find out whether morality or immorality of the adverting is perceived. After all, the advertising has become a part of our lives. It appeals to our senses and influences human behaviour. Thus, the advertising needs to be monitored. It may seem that the advertising is a category on its own. There are no restrictions applied in the advertising. Every advertising agency has an opportunity to create any kind of advertising. However, this is not true. Some efforts are made through the Council for Radio and Television Broadcasting and the Council for Advertising. Moreover, the Code of Advertising Practice was created and it should ensure the morality of the advertising in the Czech Republic. The morality, nevertheless, cannot be guaranteed so easily. Ethics is a broad term which can have different meanings for anyone.

Diplomová práca Postoje k liečbe a znalosti užívateliek hormonálnej antikoncepcie Abstract Attitudes towards treatment and knowledge of hormonal contraceptive users Author: Veronika Fufaľová¹ Supervisor: PharmDr. Kateřina Ládová, Ph.D.¹ Consultant: PharmDr. Anna Oleárová, PhD., MPHš ¹Department of Social and Clinical Pharmacy, Faculty of Pharmacy in Hradec Králové, Charles University, Czech Republic šDepartment of Organisation and Management of Pharmacy, Faculty of Pharmacy, Comenius University in Bratislava, Slovak Republic Introduction: Hormonal contraception (HC) is popular and a reliable birth control method. Its use is although associated with some risks and many myths or misconceptions. Objective: The aim of this thesis was to determine the attitudes towards treatment and awareness of HC risks of its users in regard to various types and application forms in specific region by means of anonymous questionnaire. Methods: The research was carried out as a prospective questionnaire survey. Anonymous questionnaires consisted of 35 questions divided into 6 sections to obtain sociodemographic data, information concerning HC users and their form of HC, information about the extent of knowledge concerning gynaecological examination, HC risks and HC misconception awareness. One part of questionnaire was focused...

The topic of this thesis is political socialization of selected former members of the Czech-German Youth Forum towards political participation and democratic citizenship. Four former members whose terms in office were between 2007 and 2009, but are still politically active were chosen. The objective of the thesis is to learn what competencies, values and thinking the Czech-German Youth Forum passed on the respondents for their further political participation and what the contextual and organisational circumstances were like within this process. In the theoretical part, selected factors of political participation towards democracy and political socialization of the youth during generally beneficial work in civil society organizations were presented. In the empirical part, qualitatively-acquired data were analyzed as they were obtained by means of interview. In the closing part, the findings were related to the theoretical framework of the thesis.

The thesis deals with evaluation in English newspaper discourse. The corpora analysed were newly created for the purposes of the sub-analyses; they comprise articles from three British online newspapers - three tabloids (the Sun, the Express, the Mirror) and broadsheets (the Telegraph, the Independent, the Guardian). The classification of the thesis' core dimensions of evaluation - opinion and emotion - draws on Appraisal Theory (Martin and White, 2005). The thesis pursues answers to two fundamental questions 1) What means do British online newspapers use to express evaluation? 2) What differences (if any) are there in construing evaluation between the tabloids and the broadsheets? In order to obtain the answers, at first, a small manual analysis of six 'positive' and six 'negative' articles (one from each newspaper) is conducted. Attention is paid to the key word analysis and the word classes expressing evaluation, namely adjectives, nouns, and verbs. Based on the findings, I decided to explore evaluation conveyed by adjectives, in the second part of the study, by employing evaluative adjective lexico- grammatical patterns described by Hunston and Sinclair (2000) and further amended by Bednarek (2007b, 2009). These patterns, which are associated with the dimensions of opinion and emotion, are...

In my paper I measured attitudes towards waste handling by implementing the theory of Campbell's paradigm. This theory is mostly implemented by authors in the field of environmental psychology, who focus on research of environmentally friendly behaviour. Campbell's paradigm looks at the concept of attitude as a behavioural predisposition, which is equivalently observable from three attitudinal reactions (evaluative, affective and behavioural attitudes). I decided to measure attitudes towards waste handling in households through self- assessment of people's own behaviour connected to waste handling at home. For the purpose of my paper I created a tool, which is capable of measuring attitudes towards waste handling and at the same time determines whether suggested attitudes have a real impact on people's behaviour. By using Rasch model of measurement I estimated difficulties of particular behavioural expressions and also levels of attitudes of my study's participants. Subsequently I used specific examples to illustrate the usage of these two variables for estimation of specific behaviour. Simultaneously, I confirmed that with increasing level of attitudes in connection with waste handling (that means more environmentally conscious attitude with regards to this issue) the probability of choosing...

This thesis focuses on the influence of social media on adolescents. The aim is to find out through qualitative survey how the adolescents use social media, how are they affected by influencers, whether they are seen as role models and whether social media content or influencers influence their attitude. Also surveyed is the way adolescents distinguish between advertisement on social networks and their views about unlabeled advertisement. The school subject of social education is examined for its content, emphasis on social media and its contribution to media literacy of the students. Theoretical concepts and terminology are introduced in the theoretical section. Survey methods are described in the methodological section. The case study is a qualitative survey via focus group. Grounded theory methodology is used for analyzing the qualitative data. The outcomes of the survey are described, analyzed and interpreted in the analytical section. The conclusion concludes the outcomes of the survey and provides suggestions for further research.

This thesis deals with the attitudes of students of two secondary schools to marihuana, alcohol use and their users. Attitudes to alcohol, marihuana and to their users are topics frequently discussed in connection with changing perception of these two substances. This trend can be best seen in adolescents during the period of late adolescence which is the period of secondary school studies. The main aim of the thesis is to find out which factors influence the attitudes of students to alcohol and drug use and if there are any differences concerning those factors between the observed schools. These factors come from theoretical considerations which are subsequently tested in research. As the research showed, the students' attitudes to marihuana and alcohol use, and also to alcohol users are primarily influenced by significant others, among which belong mainly peers and their parents or their own experience. While the individuals form their attitudes to alcohol primarily according to their parents, in case of marihuana, the individuals, who have experience with it, follow mainly their peers and their own experience. Those individuals also tend to be more positive towards other marihuana users. There have not been found out any significant differences concerning the attitudes to marihuana and alcohol...