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Activities of Instagram influencers from the perspective of the Act to Regulate Advertising
Kubištová, Kristýna ; Patěk, Daniel (advisor) ; Hurychová, Klára (referee)
Activities of Instagram influencers from the perspective of the Act to Regulate Advertising Abstract The diploma thesis deals with the issue of influencer marketing on the Instagram platform as a modern form of advertising, which is being used by social media influencers. It focuses primarily on the issue of regulation of advertising on the Instagram platform, specifically on hidden advertising, i.e. the rules, suitability and efficiency of labeling advertising collaborations between ordering parties (businessmen) and influencers. In the 1st and 2nd chapters can be found definitions of associated terms such as influencer marketing and its forms, an influencer, the Instagram as a social medium and an advertisement, including its different types such as teleshopping, product placement and sponsoring. This part of the thesis takes into account both legal and also marketing aspects of the topic and thus connects both fields. The core part of the diploma thesis in the 3rd chapter is devoted to the analysis of unfair business practices consisting of a hidden business purpose. This chapter also includes a comparison of the approach to these matters in other states (especially Germany and Sweden) through their jurisprudence. The issue of labeling advertising posts on Instagram is then analyzed in the 4th chapter of...
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Analysis of food and beverage TV advertisements targeting children
Štanderová, Alena ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis focuses on topic of marketing targeted on children in TV commercials for food and beverages. The theoretical part is devoted to information related to the psychological impact of advertising messages on consumers and describes the relationship of advertising to television as a chosen medium. A substantial part is then dedicated to children's perception of advertising, which is limited by psychological development, credulity or the absence of critical thinking. On the basis of the available knowledge, the advertising tools used by companies to attract the attention of the child audience are outlined and the last passage is devoted to the current regulation of marketing targeted on children in the Czech Republic. The subject of the practical part is then a quantitative content analysis of television advertisements carried out on six television channels that target a child audience at least in some of their broadcast sessions. The criteria for this were set on the basis of the selected study described in the theoretical part and subsequently modified in sub-points in order to reach the studied topic more precisely. The results of the analysis show that some elements such as music, animation or the use of authority figures in the spots are still used as a means to engage the audience, but...
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Marketing targeted at children in sweet products TV Commercials
Šůnová, Veronika ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This thesis focuses on the issue of marketing targeted at children in sweet products TV commercials. The theoretical part outlines basic information such as the history of marketing aimed at children in connection with the development of the media. An essential part of the theoretical part is an insight into legislative regulations and non-legal self-regulatory tools and organizations in connection with advertising aimed at children. Furthermore, the theoretical part is devoted to children, as a specific target group and previous research on children and their perception of advertising, which is followed by a subchapter on the psychological development of their cognitive abilities. The practical part is based on a qualitative analysis of selected television commercials for sweet products aimed at children. The analysis consists of examining the presence and form of five elements determined based on the knowledge gained in the literature review. The subject of an analysis is ads for Kinder brand products from the 1990s to the current ones, which are primarily intended for children. Analysis results show that some elements that used ads in the past are also present in recent ads. On the other hand, some older ads would currently fail due to non-compliance with current ethical regulations. Therefore,...
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Children targeted marketing of fast food companies
Jabbarová, Yasmin ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on the issue of food marketing that targets children and how it is used by fast food companies that operate on the Czech market. The basic theories of children development into consumers are listed in the beginning. The theoretical part continues by describing the overall topic of children food marketing, the legislative regulations in the Czech Republic and the global regulations of this matter. Furthermore, the theoretical section consists of the description of individual food marketing and PR techniques that target children. The practical part is divided into two sections - the description and the analysis. The general communication of McDonald's and Burger King is outlined in the descriptive part but the emphasis is being put on the marketing that targets children. This type of communication is analyzed in the second part of the practical section. The chosen methodology is an analysis of selected aspects of McDonald's and Burger King's communication, these aspects are also later compared. The chosen criteria are based on a research of academic literature and industry regulation principles, as some of the required materials were not available. Overall this bachelor thesis concludes that the communication of fast food companies operating on the Czech market is not...
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Ethics in advertising
Kovandová, Tereza ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of this thesis is to analyze the importance of ethics in advertising in contemporary society, on the basis of this information suggest approaches to improve observance of ethical principles in advertising and eliminate the spread of unethical advertisements and simultaneously outline arrangements in the case of potential and already existing conflicts of ethics and advertising. The thesis is divided into two major parts. The theoretical part provides key information concerning the subject ethics in advertising and advertising regulation. The practical part consists of examples of unethical advertising, evaluation of the questionnaire survey and it is supplemented with results of a survey MML -- TGI. The conclusion of the thesis presents a summary and evaluation of the finding results and provides marketing recommendations.
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Etika v reklamě. Srovnání České republiky se zahraničím
Veselková, Martina ; Lhotáková, Markéta (advisor) ; Jurek, Martin (referee)
This thesis deals with the ethics approaches in advertising in different countries. First of all I describe the culture influence to the ethical values in the countries which need to be respected in the advertising appeal selection especially in the international advertising. In order to identify the concrete ethical values and attitudes in particular countries, the legal regulations and self-regulatiuons rules in advertising were analyzed. Furthermore, I choosed the unethical ads in particular countries and explained that approach through the theory of Hofstede's Cultural Dimension Model. The conclusions of such ethical analysis could be used in the international advertising. For this cross-country ethical comparison was chosen Czech Republic, China, India and Great Britain.
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Regulation of internet advertising
Jánová, Jitka ; Švarc, Zbyněk (advisor) ; Vrzáček, Jiří (referee)
The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.
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