Eticko-právní pohled na reklamu v médiích

Abstract

The aim of this thesis is to introduce advertising in media with a focus on ethical and legal perspective. Advertising is nowadays considered one of the most important elemements how to get to success (sale). Currently, surely each of us has noticed an increasing amount of advertising in the media, on the internet or other available forms. Simply, advertising is all around us, in all possible forms, in all possible points in time. Whether we like it or not, advertising has become part of our lives. Like other elements also advertising must follow certain rules. In my thesis I deal with ethical and legal rules. The first chapter is focused on ethical opinion on the advertising, what is or is not ethical and suchlike. The second chapter is devoted to advertising law, which means various laws associated with advertising, ethical self-regulation and others. What consequences may breaking of advertising law bring to customers, operators and advertisement authors is discussed in the third chapter.