The thesis focuses on study of consumers media produced by the chain stores and their use by the target audience including the perspective of creative consumption theory. The creative consumption theory presumes an active role of a consumer in the process of consumption. It believes that the consumer can consciously influence the development and behaviour of the society in general only by their consumer behaviour. The practical part of the thesis is accompanied by a theoretical frame of consumption history and consumer's history and its role in today's consumer society. There is also a part dedicated to a brief introduction of the Czech retail market, selected retail chains and their customer media and customers' segmentation with respect to the creative consumption theory. The first quantitative analysis study shows how many inhabitants of one Prague's housing projects do not want to receive any advertising to their letter boxes and why they have actively labelled their letter box with a label asking for "NO advertising". The main research focuses on the use of customer media also in the light of the creative consumption theory. On the basis of a qualitative analysis I try to find answers to questions how readers of consumer media understand consumption, how they find media of retail chains, which...

The aim of this thesis is to design the implementation of fast Fourier transform algorithm, which can be used in FPGA or ASIC circuits. Implementation will be done in Matlab and then this form of implementation will be used as a reference model for implementation of fast Fourier transform algorithm in VHDL. To verify the correctness ofdesign verification enviroment will be created and verification process wil be done. Program that will generate source code for various parameters of the module performing a fast Fourier transform will be created in the last part of this thesis.