The thesis deals with the relation of semantic opposition in the discourse of advertising. The aim of the thesis is to identify the techniques of advertising language based on the use of antonymy and describe their manipulative strategies. The thesis consists of two parts. The first is theoretical. It introduces the topics of advertising language and antonymy. It presents the views on definition of advertising, describes the influence of media on the language of advertising and summarizes the ba- sic advertising principles. Further, it defines antonymy and presents basic classification systems of opposites. Second part starts with the description of the research methodology and the database of advertisements created for the sake of the thesis. The following chapter analyses dis- tribution of classes of antonymy and describes individual advertising techniques and their manipulative force.

This thesis is dedicated to analyzing the Czech legal regulation of competitive advertising since the year 1927, while the main focus point of the thesis lies within the analysis of European directives and Commercial code. The beginning of the thesis is dealing with the definition of several crucial terms needed for due orientation in the issue (particularly the terms "economic competition", "competitor", "general clause", "average consumer", "advertisement", "comparative advertising"). After that follows the analysis of the regulation of comparative advertising applicable in specific time periods. In the first analyzed period (1927-1950), comparative advertising was not explicitly regulated. Nonetheless it was being judged according to the general clause and special facts of the case included in the act. No 111/1927 Coll. of laws and decrees. The attitude of the legal practice towards comparative advertising was rather restrained at that time. During the next analyzed time period (1950-1991), economic competition and the regulation of unfair competition was substantially marginalized due to wide social changes. The time period 1992-2001 was, from the unfair competition regulation point of view, important, because it has seen an implementation of a relatively detailed legal regulation of the...

- 65 - Abstract Unlawful comparative advertisement The thesis, whose subject is unlawful comparative advertising, deals in detail with regulation of such advertising not only in the Czech law but also in the European Union law. The aim of the thesis is to analyse thoroughly the conditions of permissibility which decide whether a particular advertising is an unlawful and unfair one and introduce the readers to the means of legal protection against unlawful comparative advertising. Unlawful comparative advertising is one of nine listed facts of unfair competition, which are among the most frequent ones in economic competition. The unfair competition law and the law against restriction of economic competition are two fundamental branches of the economic competition law, whose main purpose is to affect conduct directed generally against competition. Nowadays, comparative advertising is regulated by the provision § 50a of the Commercial Code. In the new Civil Code, which will come into force on 1 January 2014, comparative advertising will be slightly modified and regulated by the provision § 2980. The regulation of unfair competition in the Czech Republic is greatly influenced by the Act against unfair competition of 1927, whose general clause made it possible to affect subjects acting contrary to the rules of...

This thesis deals with the way of use of children and children elements in commercials, promoting products for children, services that children can use and the products used to care for them. For this purpose, the advertising material was systematically collected. Subsequently, it was analyzed with focus on selected thematic areas: use of cartoon (animated) characters, animals and toys in advertising, use of child in advertising, specifics of the language of advertising and the strategies of communications in advertising. The theoretical part of this thesis first briefly deals with advertising in general terms. However, with regard to the aim of the thesis, it is focused on children's recipients of mediated communication as a specific target group. In the second part of the thesis, the analysis of the collected advertising material is processed. Specific characters and specific roles of the participants, communication methods and strategies of advertising creators are identified in detail. All statements referred in this thesis are verified on the particular examples of advertising. Key words: children, advertising, media education

This master thesis Advertisements in Textbooks: A New Medium? covers the field of school textbooks for primary and secondary schools. Its aim is to analyse advertisements, which have become part of some textbooks. The thesis is also examining if the advertisements are in compliance with the Czech law. The project contains descriptive analysis of the found advertisements. It also comprises statements by the textbook publishers and by the Ministry of Education.

This dissertation is focused on exploring differences of perception of body image in consumer marketing in two relatively diverse cultural backgrounds - the United States and China - on a sample of respondents (university students), their fundamental differences in perceptions of ideal body image, differences in attitude to decorate, and modify body. Using content analysis of selected print media portrayed examines differences in female and male bodies in advertising in both countries examined, including analysis of product categories.

Internet marketing, not only in tourism but also in other fields/spheres plays significant role in comprehensive marketing strategy and is actually an integral element of a company. Currently, just internet emphasis becomes one of the major topics of corporate communication. If a company wants to compete the others, the comprehensively elaborate procedures are must, which really is obvious on internet. What can really be helpful in this regard is to set up internet marketing tools properly. With no doubt, internet today is very important in tourism, therefore, in my diploma thesis I do deal with particular general varieties of internet marketing, and at the same time its concrete implementation in tourism. The purpose of my dissertation is to be beneficial for people who are going to be concerned and are interested in this matter and / or for those who want to get announced of how an internet can help them to become more visible.

This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.

Copyrighted work and advertising This diploma thesis explores the field of intellectual property law and deals with the current legal regulation of copyrighted work and advertising. The thesis aspires to introduce the basic attributes of the individual legislative regulations of the concepts of copyrighted work and advertising and to show the basis on which works are protected by the Copyright Act, what rights the authors have concerning their works and how can this issue be reflected in the process of creating advertising. At its core the thesis discusses the relationship between the copyrighted work and advertising and points out the factual intersection and proximity of these two areas. This thesis also looks into the decisions of Czech courts in the area of copyright infringement when using a specific foreign copyrighted work in advertising. The thesis consists of an introduction, which presents the topic to the reader, and continues to introduce the two main areas, the copyrighted work and advertising, which are further divided into 8 chapters. The first chapter describes the systematic incorporation of the copyright law in the field of intellectual property law, the constitutional basis which the copyright law relies upon and intangible assets, as the subject of protection of this legal...

Cílem práce bylo vytvořit doporučení pro výběr celebrity do reklamy na alkoholické nápoje, respektive tří tuzemských značek (Becherovka, Absinth a Královská medovina). Uvádím použitou metodiku, dále se věnuji vlastnímu výběru značek alkoholických nápojů (proč jsem se rozhodl pro dané brandy) a předkládám stručnou charakteristiku jak nápojů, tak výrobců, pro které mohou být výstupy mé práce zejména užitečné. Následuje výběr charakteristik a vlastností člověka, jež by měly odpovídat image jednotlivých značek alkoholických nápojů a výběr celebrit potenciálně vhodných k propagaci zvolených značek. Poté prezentuji výsledky vlastního marketingového šetření, jehož hlavním cílem byl výběr celebrit vhodných k propagaci výše jmenovaných nápojů (doplňkově jsem pak na základě zmíněného výzkumu určil optimální prostředí pro exekuci reklamy).