This thesis The Portrayal of women in Slovak print media advertising 1992-2012 addresses the way women are depicted in advertising in three selected Slovak magazines, at three points in time; 1992, 2002 and 2012. The work aims to discover in what direction the portrayal of women in magazine advertisements has evolved during this period when advertising occupies more and more space in the media. This work deals with gender issues and focuses mainly on the roles in which women are represented in advertising. Their passivity or activity and sexual objectification are examined through content and semiotic analysis. The dual mode of analysis will allow us to better understand the mechanisms of the depiction of women in advertising and compare the different ways women are portrayed in the media depending on the target audience.

RESUMÉ The concept of an average consumer in Czech and European law The aim of this diploma thesis called "The concept of an average consumer in Czech and European law" is to describe current trends in conceptualization this term. Methods used in this diploma thesis to achieve the defined objectives are the analysis of Czech and European legislation and both Czech and Communitarian case law. There were used monographic and comparative methods too. The initial part of the thesis describes the terms consumer and the average consumer are affected by secondary Communitarian legislation and case law of the Court of Justice of the European Union as well as by the case law of courts of the European Union members states. Another aim of the diploma thesis is to highlight that the model of average consumer needs to be viewed differently depending on in which area of economic competition it is currently located at. It is subjected to diverse claims in various areas. This was proved by several judicial cases. The function of the model of average consumer is to be a substitute for all consumers. Consumers' protection is provided through this model. As it is important to emphasize, the average consumer is just a model and does not strictly remain a legal person. The case analysis and comparisons led to the definition of...

This thesis is designed as a comprehensive analysis of the advertising discourse within some pre-set constrains. Specifically, the main area of interest is the realm of American print advertising after 1945. Within these limits, advertising is understood as a mode of language, the chief semantic unit of which is a form of Barthesian myth, a superstructure divorced from reality that supersedes de Saussure's semiotics of the sign. The bulk of this thesis is then a diachronic analysis of the development of these myths and their role as both mirrors and catalysts of a whole range of stereotypes, value hierarchies or fixed ideas firmly embedded within American collective consciousness. The primary materials for this analysis are then various specimen of the advertisements themselves, carefully selected because of their representativeness, influence or significance within the advertising realm. The main theoretical framework rests on Marx's understanding of the commodity as a certain type of fetish, Barthes's description of the structure and social function of the myth, Baudrillard's and Debord's theories on such notions as the society of spectacle, the reign of simulacra and hyperreality, Benjamin's understanding of the uniqueness of representation and its aura and finally McLuhan's detailed accounts of...

1 The concept of an average consumer under Czech and European law RESUMÉ: The thesis is focused on the role of a so called average consumer under the law of unfair competition; namely concerning advertising and misleading labelling. The concept of an average consumer is being analysed under written law as well as in jurisprudence. The Czech and European laws are emphasized but other legal systems are also mentioned. A description of a current situation and history of the concept are accompanied by considerations de lege ferenda. Mainly the term consumer is being criticized as not quite suitable within the context of unfair competition. Unlike under the contract law, here the consumer does not represent an acting entity but a target or a prey. The current trend of weakening consumer's position-and therefore exaggeration's easing in advertising-is also criticized. Generally speaking, the advertising as such is being denounced; in particular because it harms the consumer and thus it is buck passing to speak about a consumer's protection while protecting and helping a competitor in reality. The thesis deals with practical impacts of misleading labelling on a consumer (and/or a competitor). According to its own methodology, it divides the misleading labelling into three categories: promotional, unsatisfactory...

Diploma thesis Elderly people in TV advertising focuses on advertising representation of the old age in Czech Republic and Lithuania. Since the old age is considered as a social construct, a theoretical part tries to describe the specifics of the theory of social constructivism in general, and then on the example of the old age. The next section of this paper outlines, based on a literature and a number of already published researches, character of the media and advertising representations of old age. The following section takes into account the advertising perspective from a different angle when describing current trends and approaches in marketing communications targeting the elderly or showing elderly people. In the practical part of this thesis, I describe the main characteristics of qualitative research together with research method, which is the semiotic analysis. The research sample includes selected TV advertisements from Czech and Lithuanian campaigns in which actors of older age appear. The analytical part aims to reveal the nature of advertising representations of old age, and attributes with which elderly people are associated. The conclusion presents research findings and framing tendencies of advertising representation of old age, and consequently the partial interpretation of each...

Title: Comparison of proposals for sponsors in football clubs Objectives: The main objective of this diploma thesis is to compare and evaluate the list of advertisement options at 8 selected football clubs. Emphasis is placed on finding new trends that appear in tender leaves that are different from previous forms of list of advertisement options, as presented earlier literature. Methods: As a crucial method applied in this diploma thesis is considered content analysis. Additionally it was used as an analysis of documents and literature review. Results: According to available results show that the highest quality of tender leaf has a football club AC Sparta Praha. It offers on the Czech situation deluxe return for sponsorship. Other clubs bid sheet are much less sophisticated, but the differences between them are minimal. Diploma thesis shows the growing trend of new services partner of football clubs compared Čáslavová monograph (2009). It was found that the individual invitations to sheets appears additional 38 new areas related to the history, location and success of a particular football club. Keywords: sport marketing, sponsorship, advertising, list of advertisement options, football

Univerzita Karlova v Praze Filozofická fakulta Katedra psychologie Diplomová práce Bc. Pavlína Šprachtová Vliv objektivních faktorů na rozhodování a nákupní chování spotřebitelů The influence of objective factors in decision making and consumer behavior V Praze 31. 11. 2015 Vedoucí práce: Doc. PhDr. Milan Rymeš, CSc. Abstract Based on professional literature research will be compile, description and definition of objective factors (e.g. demographics, social groups, culture etc.), which influenced consumers decision making and buying. Separate chapter will be focused on impact of social groups, too. Available research with topic of motivation and other aspects influencing consumer's behavior will be analyzed and compared. The empirical part will be targeted on objective factors which affect consumers decision making in situation of buying a car. Special space will be devoted impact of social groups. The aim of that diploma thesis is to find out significance and impact of objective factors in consumer decision making and description and definition of social norm, which affect product or service given current lifestyle. Keywords consumer behavior, buying decision making, objective factors, advertisement

This Master's Thesis describes the evolution of the Internet, its importance in marketing and new trends and tools used in internet marketing. It also deals with question of potential Internet collapse in future, describes variants of how it could happen and gives the suggestions to solve this problem, too. The Master's Thesis also includes forecasts of evolution of the Internet till 2030 and forecasts of major global agencies concerning the evolution of information technologies and technological news, which can significantly influence the entrepreneurial activity of many companies all over the world.

The aim of the document is to prepare a complete business plan for a new company tending to enter the out-of-home advertising market within the Czech Republic. Secondary aims are to check the feasibility and rentability of the project, to support the decision about starting or declining such project. The document analyses the relevant market, describes business opportunity including legal background, gives estimates on the market potential and specifies a detailed operating plan. Finally it analyses main risks and assemblies all used assumptions into the financial statements, including profitability evaluation.

Present work describes two ways of application of psychological findings to economic theory of advertisement. Psychological findings may help with evaluation of different economic approaches of the study of advertisement. Evidence from psychology of persuasion is applied to the question, whether advertisement is used as a source of information. The work then inquires into the possibility, that advertisement can enhance utility. Summarized studies indicate, that it may indeed be so. During the inquiry, neuroeconomics is applied and it's basic methods are presented. The concluding part describes ramifications of chosen approach.