Zhodnocení etických problémů reklamy na českém trhu

Abstract

This bachelor thesis deals with the code of ethics of advertising. It also deals with both legal aspects and decisions according to the organization of the Czech initiative of advertising agencies, media and advertisers called “Rada pro reklamu”. The emphasis of this work is mainly on the correct creation of the advertising message so that it does not violate any established regulations. According to the analysis of the data, it was possible to identify the most common problem in the process of creating advertising messages and what medium is most often reported from violations of the code of ethics. According to the initiative Rada pro reklamu, the most common problem is everything that violates the code of ethics, legal aspects or any provision made by the initiative. After this finding, the author proposes a specific solution in the form of a proper study of the code of ethics and laws. The author also recommends that you properly review all advertising messages of a similar nature that can help the future author in creating a new advertising. By going through the mistakes of his predecessors, the future author can avoid mistakes and to learn from them. The recommendations are divided into two branches. These branches are recommendations according to the literature and ac the results obtained from the practical part.