Ethical regulation of advertising Abstract This thesis deals with the regulation of ethical elements in advertising. Advertising is regulated by law, which protects the most important ethical interests of society that may be violated in advertising. In addition to this an important role is played by regulation standing outside the law, provided by the advertising industry itself. The aim of this paper is to analyze the current position of self-regulation of advertising in the Czech Republic and to assess whether the existing mechanisms are sufficient. This will be accomplished by illustrating the application of self-regulatory rules on specific adverts. The thesis is composed of four chapters. Chapter One defines the term advertising as a social phenomenon from a marketing practice perspective. The chapter focuses on definitions of this term provided by both national and European legislation. Chapter Two gives the definition of ethics as a theory of morality and the term good manners, which is mostly used in legal literature. After providing a brief outline of legal regulation of advertising Chapter Three analyses the most important self-regulatory body in the Czech Republic - the Czech Advertising Standards Council and its decision-making process. The thesis illustrates which ethical aspects are protected...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:350279 |
| Date | January 2015 |
| Creators | Mackovičová, Michaela |
| Contributors | Rozehnal, Aleš, Patěk, Daniel |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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