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Branded Entertainment
 Dědková, Linda ; Drocár, Jakub (advisor) ; LAMPEROVÁ, Marta (referee)
This thesis takes a look at the main issues of branded entertainment. Its aim is to present branded entertainment's current functions and its future potentials. It views branded entertainment as a means of cooperation between entertainment and the business of advertising. The first chapter defines branded entertainment and relevant terminology. The second chapter describes recent media changes and their impact. The third chapter analyzes and details the principles of branded entertainment, and cites actual examples in both Czech and international territories. The fourth and final chapter offers a deep evaluation of a definitive example of Czech branded entertainment. The aim of this particular evaluation is to define and reinforce the statements of the three key parts, which are responsible for this case, and to proof the theoretical knowledge stated in the previous chapters. To conclude, a general hypothesis is provided, giving further attention to the function of branded entertainment, its usage, and its possible future developments.
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