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Covert advertising on social media
Sýkorová, Kristýna ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
The aim of this bachelor thesis is to present hidden advertising on social media, its possibilities of dissemination across platforms and its definition in czech legal framework. The first part of the bachelor thesis will consist of the introduction of advertising overall (but mainly digital advertising) and the different types of advertising presented on social media shared through influencers' channels. Advertising, especially the covert form, will be defined in terms of national and European Union law. Influencing will be further presented on the basis of its nature and content, but also on the basis of the obligations of influencers that arise in the dissemination of sponsored content. In the second part, I am going to analyse the awareness of hidden advertising from the perspective of social network users. It will examine their theoretical knowledge of advertising and collaborations, as well as their ability to recognize such advertising in practice. Finally, I will reflect on the current legislation and compare it with the results of the analysis and present the possibilities of regulating this area in terms of its importance, relevance and need.
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Legal Aspects of Concealed Advertising on Social Media and its Child's Perception
Jirůtková, Martina ; Křesťanová, Veronika (advisor) ; Holcová, Irena (referee)
99 Abstract: Legal Aspects of Concealed Advertising on Social Media and its Child's Perception The goal of this thesis is to assess whether the current effective legislation is able to respond to the new phenomenon of social media, primarily in the field of advertising. The author of the thesis aims to analyze the current legal situation in the field of concealed advertising and to assess whether this legislation constitutes an effective protection in this online environment and in particular whether it reflects the age of social media users and whether it provides increased protection for the child audience. The first chapter of the thesis describes social networks and influencers, not only from a general perspective, but also from a legal perspective. This chapter also describes in more detail the three selected social networks, i.e. Facebook, Instagram and YouTube. The following part of the thesis, contained in the second to fourth chapters, focuses its attention on the regulation of concealed advertising in the Czech legal system, the requirements of selected social media for labelling advertising content and foreign decision-making practice in the field of concealed advertising on social media. The subject of the analysis was not only the applicable regulations for social media, but also the...
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Cellulite as a social phenomenon: Analysis of Czech print
Babková, Eva ; Pavlík, Petr (advisor) ; Baslarová, Iva (referee)
Diploma thesis "Cellulite as a social phenomenon: Analysis of Czech Press" deals with the topic of origination and development of a conception of cellulite as an illness and defect to the beauty in Czech press and also deals with constructing of this phenomenon in present time. The aim of the study was to analyze and show how the conception of cellulite, thanks to which a normal physiological fact changed into a defect to the beauty and to an illness, was developed and medialized, by using a brief quantitative analysis of Czech press as a whole, a brief quantitative analysis of the research sample and consequently a qualitative analysis of this research sample. Hereafter the aim of the diploma thesis was also seeking of an answer to a question to what extent cellulite is an construct created by advertising industry and manufacturers of cosmetic devices and products, which is abusing and supporting normative imaginings of ideal female body and beauty.
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Unfair competition and unfair business practices in online environment of social networks
Jiraský, Vojtěch ; Patěk, Daniel (advisor) ; Tomášek, Petr (referee)
Unfair Competition and Unfair Commercial Practices in the Online Environment of Social Networks Abstract (ENG) The aim of this master's thesis is to analyse applicable law relating to the phenomenon of surreptitious advertising occurring in the posts published by influencers on social networks, examined in the scope of Czech law against unfair competition and unfair commercial practices. The author also aims to describe the particulars of the proper indication of advertising nature of such posts. The introductory part of this thesis covers general legal provisions on unfair competition and unfair commercial practices (with regard to the European law influence) and legal regulation of social networks. Analysed in detail are the general clause of unfair competition, denominate (special) and innominate (judicial) merits of the cases of unfair competition and the means of protections against unfair competition. Unfair commercial practices are characterised by examination of the general clause, small general clauses and the blacklist of unfair commercial practices. Social networks are introduced generally as information society services and audiovisual media services, and then afterwards three selected social networks - Facebook, Instagram and YouTube - are broadly characterised; the relationship between the...
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Cellulite as a social phenomenon: Analysis of Czech print
Babková, Eva ; Pavlík, Petr (advisor) ; Baslarová, Iva (referee)
Diploma thesis "Cellulite as a social phenomenon: Analysis of Czech Press" deals with the topic of origination and development of a conception of cellulite as an illness and defect to the beauty in Czech press and also deals with constructing of this phenomenon in present time. The aim of the study was to analyze and show how the conception of cellulite, thanks to which a normal physiological fact changed into a defect to the beauty and to an illness, was developed and medialized, by using a brief quantitative analysis of Czech press as a whole, a brief quantitative analysis of the research sample and consequently a qualitative analysis of this research sample. Hereafter the aim of the diploma thesis was also seeking of an answer to a question to what extent cellulite is an construct created by advertising industry and manufacturers of cosmetic devices and products, which is abusing and supporting normative imaginings of ideal female body and beauty.
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The Rise of the YouTube Celebrity: The Migration of Young Audiences from TV to Independent Content Creators
Sedláček, Jakub ; Slussareff, Michaela (advisor) ; Koubský, Petr (referee)
This thesis aims to uncover the reasons behind the sudden rise of the YouTube celebrity and to test (by means of an experimental study of teenager interests) media claims that YouTubers have become more popular among teenagers than any traditional type of celebrity. The thesis integrates YouTubers into celebrity studies by first outlining the origins of celebrity and its general role in society and then drawing parallels between traditional types of celebrity and YouTubers via describing the characteristics they embody and the specific roles they perform. As a result, YouTubers are found to be a technologically determined next step in the evolution of the TV personality, whose celebrity is mainly structured around the concepts of familiarity and intimacy. What follows is a discussion of participatory culture, monetization and doing YouTube as a job, with emphasis on the effects these developments had on the rise of the YouTube celebrity and online content & culture in general. The thesis is concluded by an experimental study conducted using quantitative research methods on a sample of over 5,000 Czech teenagers by analyzing their Facebook page-likes. The results suggest that YouTubers really are more important to teenagers than traditional celebrities.
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Extent and use of advertisment on TV
Rozumová, Markéta ; Köppl, Daniel (advisor) ; Gerbery, Juraj (referee)
The bachelor's thesis "Extent and use of advertisement on TV (permission of product placement from June 1st , 2010)" focuses on the change in Czech television production, caused by adoption of amendment to the law, which allows the use of product placement as a way of commercial communication and ranks it among the commercial TV products. The thesis briefly describes the evolution of product placement from the historical beginnings, through the success in motion pictures to the permission in TV broadcasting. It also describes the Czech Broadcasting Act and the interpretation of this law by the Czech Radio and Television Broadcasting Council (RRTV), focuses in more detail on the situation in the Czech TV stations, on the manners of use of the product placement and possible benefits it may have comparing to classical TV commercial spots. The study compares public Czech TV to private TV Nova, shows the examples in TV programs, in which the products were placed. This thesis also presents the opinions of media experts, advertisers, ratings and interventions by RRTV and audience's opinions. The aim of the thesis was to find out and evaluate, whether the PP entered the TV programs successfully, if the expectations of advertisers and broadcasters were fulfilled and how it affects the viewers.
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Product placement in the Czech cinematographic creative aktivity
Suková, Martina ; Boháček, Martin (advisor) ; Postler, Milan (referee)
The thesis deals with analysis of legal aspects of product placement and its impact on consumers. First, it explains the concept of product placement from a general point of view - its definition, classification, and the advantages and disadvantages that product placement represents. The main objective of this work is to identify all legislation that touches on the issues of the phenomenon of our times - product placement, defining the precise definition and its effect on the viewer in the role of consumers. Product placement is based on the directive of the European Parliament and Council Directive 2007/65/EC transposed into Czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" and also in the amendment of Act No 231/2001 Coll. The extent to which product placement is used and what types of products are most abundant in Czech films was identified on a sample of Czech cinematographic production. These results were then compared with the Audiovisuals from the United States. The questionnaire was implemented as the intention to assess what is the general awareness of Czech consumers about this marketing tool.
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Skrytá reklama a product placement v českých mediích.
Růžičková, Šárka ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor work pursues the hidden advertisment and mainly Product Placement. The work will make us acquainted with terms of hidden advertisment, product placement and it's positioning in the marketing communication. Theoretical part targets on definition of terminology like advertisement, hiden advertisement, product placement and legal regulations. The work deal with the analyses, the impact of the legalization of product placement in Czech media after receiving the direction of EP and Counsel 2007/65/ES and at the end it assess whether Product placement to ban or to allow in television programmes.
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