Analýza využití Product Placement v českých a slovenských filmech

Abstract

The theme of the thesis is Analysis of Product Placement Usage in the Czech and Slovak Films. The aim of the thesis is to evaluate and compare the using of Product Placement in Czech and Slovak films before and consecutively after codification of Product Placement in the given countries and its utilization with the purpose of the future growth and prosperity of the companies at the Slovak and Czech market. It is possible to judge to what extent the film makers reacted to codification of product Placement and its utilization as a new income at their film production. The thesis is divided into 4 chapters. In the first chapter there is interpreted characteristic of chosen films, legal environment and the development of the film at the Czech and Slovak market. The second part deals with the theoretical points of departures directly focused on Product Placement. Third part is the methodology which was the important part of the thesis. In the last chapter there is the elaborated analysis which includes the data acquired from the observation and their follow-up evaluation.