|Author:||Bc. Eva Varhoľová|
|Year:||2007 - summer|
|Leaders:|| † Ing. Zdeněk Hrubý CSc.
|Consultants:|| PhDr. Tomáš Sedláček Ph.D.
|Work type:|| Bachelors
|Awards and prizes:|
|Abstract:||Thesis called Advertising Regulation deals with advertising as one of the sales promotion´s tools which importance increases enormly in recent years. This brings together many unfair practices in its production as well as unfavourable effects of its communication. There are advertising regulatory policies of Czech Republic described in comparison with other states´ policies of this kind as well as completing process of harmonization of the European Union member states´ advertising law with the law od European Community.
The thesis is devided into three main parts. In the first one there are contained economic aspects od advertising, restricted space for it as well as fundamental functions of advertising following description of empirical findings about direct and indirect effects of advertising. Some space is also devoted to critics of advertising. The second part deals with advertising regulation – causation of its enforcement and description of particular regulatory mechanisms with fluent pass to the third part of the thesis. This deals with comparison of differnt advertising regulation in particular states with emphasis on the need of harmonization with the law of European Community, process of which through the implementation of ES directive into the czech law is also recorded
|Downloadable:|| Bachelor Thesis of Eva Varholová