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Ekonomické a právní aspekty zakázaných typů reklam
 Kalinová, Petra
Kalinová P. Economic and legal aspects of prohibited advertisement types. Bache-lor thesis. Brno: Mendel University, 2018. The bachelor thesis is focused on prohibited advertisement types, characterizes the advertisement and describes its development. Particular attention is paid to the product placement and its perception by the public. The thesis is divided into two parts. In the search part the legal regulation concerning the given issue is elaborated. Additionally, the case law of the most well-known cases of prohibited advertisements are analysed. In the application part, the economic aspects of prohibited advertisement types are determined. A comparison of data obtained from my own research with predetermined hypotheses was performed. Based on questionnaire surveys and managed interviews, it was found that respondents perceived the creation and broadcasting of controversial advertisement as a so-phisticated marketing move by the manufacturer. Product placement is perceived positively only if it is included in the audio-visual work in a natural and non-violent form.
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