<p>My essay explores the public view on smoking in Sweden over the last few decades. I've studied how changes in social structures through media, laws, studies and education has brought about a change in the opinions about smoking. I found that even though there have always been different opinions on smoking it seems to have become less accepted in the Swedish society, particularly in the past twenty years. I discuss the different reason as to why (and how) the view on smoking might have changed the last decades amongst the Swedish people. To be able to do this I have done interviews on which I have applied narrative analysis.</p>

My essay explores the public view on smoking in Sweden over the last few decades. I've studied how changes in social structures through media, laws, studies and education has brought about a change in the opinions about smoking. I found that even though there have always been different opinions on smoking it seems to have become less accepted in the Swedish society, particularly in the past twenty years. I discuss the different reason as to why (and how) the view on smoking might have changed the last decades amongst the Swedish people. To be able to do this I have done interviews on which I have applied narrative analysis.

The thesis deals with regulation of tobacco products advertising and its impact on selected media houses in the Czech Republic. First part of the thesis is dedicated to the history of smoking, to tobacco advertising in general and to description of negative effects on human health. Major tobacco companies present in the Czech market since 1993 are introduced. Moreover legislative development in the area of tobacco advertising which took place in three phases between years 1995 - 2004 is described. Part of the thesis focuses also on the context of the ban on tobacco advertising on the EU level, which became effective as of July 2005. Second part of the thesis deals with impact analysis of increasing tobacco regulation on selected Czech media. As for the television broadcasters, the Czech Television and TV NOVA are analyzed. For printed media, the impact is depicted on the case of newspapers Mladá fronta Dnes and Lidové noviny. Significant part of the thesis is dedicated to analysis of advertising data and to the description of changes in the marketing and communication strategies of four biggest tobacco holdings, including the analysis of how they have addressed the issue of limited communication opportunities and how they have overcome the ban of tobacco products advertising. Separate chapter is...

Diploma thesis "Assesement of effects of antismoking policy focused on children and teenagers" deals with the problem of young smokers, whose numbers are not significantly decreasing in the Czech republic despite broad range of measures taken in recent years. Efficiency and funcionality of those measures leading to the protection of children and health promotion as well as the proposed solutions of battle against tobacco companies' marketing are evaluated. Czech republic legislation and its effects on children's cigarette consumption is therefor analyzed. Moreover, possible solutions in form of WHO's proposals are introduced.