Reklama na Internetu a v televizním vysílání

Abstract

The thesis deals with the advertising in two currently the biggest electronic mass media – the Internet and TV broadcasting. The one speaks about the historical evolution of the advertising, including the evolution of public-law regulations and personal-law regulations, analyses characteristics of the Internet and its users, forms of Internet advertising, the structure of the Internet advertising market and doesn’t forget about TV broadcasting problems, here solves types of the TV broadcasting and the public authority, who supervises activities related to the TV broadcasting. The one pays attention to regulation of the advertising through the state (on the basis the comparison of public-law regulations, concretely the comparison of the law of the the regulation of the advertising and the law of the carry on the radio and TV broadcasting), and through organs of the self-regulation. The thesis wants to find out if the Internet or TV broadcasting is freer medium in terms of law regulations of the advertising.