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.

The thesis deals with advertising expenditure major automotive brands, which are compared with their marketability. The thesis reflects the strategic marketing process and outlines the components of advertising. The aim of the work is to verify whether the investment in television advertising significantly and directly affects the marketability of vehicles, or there are some other factors.

This work represents the research of television audience of news programs in Czech Republic during the years 2008 to 2013 in order to capture the possible preference for specific viewers areas of economic events, or information. For the needs of econometric time-series analysis is assembled basic model, which is individually applied to a total of five time series of news programs. Econometric estimates suggest that key events increasing viewership of Czech news programs are riots and demonstrations in the territory of Czech Republic, with a positive effect on the ratings of up to 4.1%, or home catastrophic events that increase viewership up by 4.6%. The world macroeconomic events showed the negative effect of up to 2.4% for viewership of television news.

Diploma thesis "Progress in digitizing of television broadcasting in Czech and Slovak Republic at the example of ČT4 Sport and Trojka" deals with contemporary status of analogue to digital broadcasting changeover. Its goal is to explore and compare this difficult process in two countries - Czech and Slovak Republic. For detailed results of this comparison there will also be analysis of two digital sport channels - ČT4 Sport and Trojka - in my diploma thesis. Both channels belong to public broadcasters. This diploma thesis intends to notice, describe and explain all differences found throughout the analysis.

This master thesis focuses on the possible connection between the digital television broadcasting DVB and the Twitter social network. The target platform is the Hybrid Broadcast Broadband TV platform, which combines television broadcasting with a data received from broadband. The created system is composed of a HbbTV application and a server, that connects the application with the Twitter and searchs for additional data about the current video content. Usage of the resulting solution in real television broadcasting could potentially increase the amound of tweets related to the television broadcasting, increase the knowledge about HbbTV technology and attrack young generation of viewers. All that can result into slight increased number of viewers.

This diploma thesis deals with television entertainment as a phenomenon on Czech television screens. In the theoretical part the thesis provides an overview of entertainment as a term and concept and its definition, further describes its historical forms before the advent of mass media and its subsequent development towards the media entertainment revolution, with emphasis on establishing entertainment on television screens. The thesis then defines the entertainment functions of the media and their importance in society, but also the criticism of entertainment. The thesis also provides the classification of television entertainment genres and formats and examples of penetration of entertainment into other forms of communication. From the point of view of Czech legislation, it also evaluates the legal conditions for the broadcasting of television entertainment in the Czech Republic. The theoretical part concludes with the history of television entertainment on ČST and TV Nova. The practical part of the thesis aims to identify television entertainment at the beginning of the millennium on ČT and TV Nova in comparison with its current form and find the differences or similarities in television entertainment not only across the years, but also between a public and a commercial broadcaster. Based on...

The subject of this thesis is to find out on the basis of comparative research what is the perception and evaluation of TV commercials for shower gels of cosmetic companies Dermacol, Radox, Dove and Nivea. The theoretical part covers mainly the issues of advertising, advertising psychology and marketing. The thesis also focuses on identifying the relationship and attitudes of customers towards the advertisement of shower gels. The overview of secondary data focused on cosmetic products and advertising is presented together with evaluation and interpretation of primary data obtained from electronic polling and personal interviews. At the end of the thesis, marketing recommendations and marketing campaign proposal for Dermacol Cosmetics Company are assigned.

Stereotyping of male and female roles is currently the subject of many discussions in various spheres of society. Stereotypes are widely used in the advertising industry, where they aim to make it easier for potential customers to identify with the product and support the company's image. Choosing the right gender for a particular advertisement depends on the nature of the product as well as on the target group. Some product groups are more gender- differentiated than others. An exemplary group are household cleaning products. Related advertisements traditionally show female characters more often than male characters. However, the time when cleaning products were promoted exclusively by women is over and nowadays, men appear in these kinds of advertisements too. The growing number of characters who are portrayed in non-stereotyped gender roles in television commercials began to be discussed more prominently as early as the end of the 20th century. From a sociological point of view, the gender role is a set of socially defined behavioral norms, reflecting what society usually expects from a man or a woman. For this reason, the portrayal of characters in inverse gender positions that is a step in the right direction in the pursuit of greater gender equality in society. The aim of this work is to find out...

This paper's aim is to critically describe and use Michel Foucault's method archaeology for discursive description of contemporary television beer advertisements broadcasted in the Czech Republic. Theoretical part tries to define terms as denounce, discursive formation and discourse and propose their possible usage in practical research. The paper supposes that television beer advertisements are governed by the same discourse which was used in other beer advertisement and all advertisements form a coherent whole. Analytical part's aim is to describe this coherent whole from the aim of discourse and specific chose of denounces that form picture of beer and its role in a men world. Key words: Foucault, discourse, archaeology, television advertisement, beer

This diploma thesis aims to describe how public and private television news work with visual emotionality and which aspects of the production process form the main contributors to its in- terpretation. It does so with the help of a quantitative content analysis of the three phases of the news process at the main news programs of Česká televize and TV Nova. The results outline the share of visual emotionality in the news of commercial and public television. At the same time, it also offers a summary of the dramatization means that both media use to interpret visual emotionality in their main news programs.