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National Repository of Grey Literature

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Deceptive Advertising and Analysis of Its Effect on Consumers Barvínek, Jakub ; Pešek, Ondřej (advisor) ; Havránek, Petr (referee) This bachelor thesis deals with deceptive advertising and its effect on consumers. The first part of this thesis describes deceptive advertising as a part of unfair competition, definitions, psychology of advertising and means to influence consumer's decisions. In the practical part the specific cases of deception in advertising are identified, including their demonstrations on examples. The following chapters contain the evaluation of the survey to determine consumer awareness of deceptive advertising, consumer's manipulability and their attitudes towards advertising. The conclusion summarizes the objectives of this bachelor thesis, there are also suggested other possibilities of further investigation and it describes the contribution of this thesis. Detailed record

Legal and ethical aspects of advertising with focus on use of hyperbole Beťák, Radovan ; Postler, Milan (advisor) ; Mikeš, Jiří (referee) This work deals with advertising and its regulation both through legal norms and ethical self-regulation. Aim of the thesis is to define the scope given to advertising hyperbole and exaggeration by legal and ethical rules and based on selected decisions of the Czech Advertising Standards Council and rulings of Czech courts to provide a set of advice on how to use hyperbole in advertising. As groundwork for the research on the restrictions affecting use of advertising hyperbole there has been analyzed Czech legal and self-regulatory framework of advertising. Detailed record

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