Etika v reklamě

Abstract

My bachelor thesis considers the ethics in advertisements and its problems. The second chapter focuses on ethics and advertisements as different subjects. Due to the depth of information on both topics I began by focusing on basic information which would aid the understanding of the next text in the following chapters. Later on in this chapter I focus primarily on ethics in advertisement, I explain the regulation of advertisement, the function of a Czech initiative of advertising agencies, media and advertisers, “RADA PRO REKLAMU”, principles of self – regulation and types of forbidden adverts. The third chapter focuses on respecting advertisement ethics in practise especially in terms of its content, subject, substance and its presentation. I mainly focused on the most problematic subjects these include sex, alcohol and tobacco in comercials as well as giving examples of how the regulation works. The last practical part involves a created question form and answers to those questions, artickle and interview with a director genearal of „Rada pro reklamu“. The aim of my bachelor thesis was to prove that advertisement is just an instrumnet which is not possible to assess as a good or bad becouse it always depends on used methods and interpretation.