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The first part of the theoretical part of the thesis deals with the functioning of social networks, for example their monetization elements and functions, enabling the creation of travel content. It explained the space of the social networks studied and their relevant importance in the fields of social sciences, marketing, journalism and content creation. Thesis explained the topic of social networks for content creation from many professional definitions through which we can deepen our knowledge of social media content creation. This section explained the monetization and creative principles of Facebook, Instagram and especially YouTube. The second part focused on content creation and terms such as Web 2.0 or participatory culture. She tried to explain content creation as a separate professional discipline that has its own methodology and space in the world of social media. She explained the many forms of collaboration and monetization of content, which in the social media space not only allow creators to consume and collect information, experiences and knowledge from the content, but also gives the authors the opportunity to make a professional living from the content. In the third part, she elaborated on the travel content form and the areas through which travel content is created, for example,...

This thesis deals with the topic of processing and popularization of science, namely the field of cosmonautics within the context of the Czech audiovisual media. The first aim of the thesis is to critically analyze the content of selected episodes broadcasted on a science-popular program within the course of the years of 2021-2022. The second aim is to evaluate the use of popularization elements within the selected episodes through an application of suitable comparative methods. The dissertation is divided into a theoretical and a practical part. In the theoretical part of the work, a research was conducted based on Czech and foreign professional literature, with the aim of mapping and describing different approaches to the popularization of science in the media. This has been done by defining the terms science, mass media, scientific journalism and popularization of science within this context. An extensive part of the research is organized in a chronological fashion, encompassing the development and evolution of Czech scientific journalism, with its beginnings in the second half of the 19th century to the present day. This trajectory is analyzed in detail using the examples of two renowned science-popular programs called "Meteor" and "Okna vesmíru dokořán". In the practical part, it has been...

The aim of the thesis is to find out whether the media image of Petr Kellner differed in the main news of public television Česká Televize compared to TV Nova which was owned by the businessman and then by his heirs. The thesis starts with a description of Kellner's life, business and his family. It also details his death in a helicopter crash in Alaska. Then it continues with the research. For this, both a quantitative analysis of the coverage of Kellner on both two TV stations and a qualitative framing method were used. The research showed that Nova television devoted almost twice as much airtime to inform about Kellner compared to Česká Televize. It also mentioned Kellner's philanthropic activities more often.

The aim of the thesis is to explore the so far only marginally described era of marketing and to provide an answer to the question if the fear of the new class division was manifested in communication towards the customer. I start from the premise that the era and the owners' perspective are always reflected in the communication of firms and the different aspects of marketing. The research will also include an examination of the purely practical process of designing marketing materials and selecting communication channels that differ significantly from those we know today.

The aim of this thesis is to describe how Czech music artists use social media to promote their music in foreign countries. The theoretical part deals with the importance of building a personal brand for the growth of digital communities and describes theoretical knowledge about creating content on social media. The practical part analyses a communication of 3 selected Czech music artists aspiring to succeed on foreign markets during the year 2021. The gathered data is compared with each other and with the theory. There are communication recommendations of the author at the end of the paper.

The bachelor's thesis Analysis of the communication strategy of the Czech Philharmonic in the years 2019-2021 deals with art marketing, specifically the marketing of symphony orchestras and classical music concerts. In the theoretical part I deal with the theoretical definition of art marketing from definition through historical development to its specifics in the age of digital technologies. The first part of the thesis also provides an overview of symphony orchestras in the Czech Republic and abroad and discusses the historical development of the oldest Czech orchestra of the Czech Philharmonic and its financing. The practical part of the work consists of a case study focused on the analysis of communication activities of the Czech Philharmonic in 2019-2021. During this time, the institution changed its visual identity, launched the Connect by Music campaign to celebrate its 125th anniversary, and offered streaming concerts to listeners during the pandemic. The change and future direction of marketing communication is further investigated with the help of an in-depth interview with the PR manager of the Czech Philharmonic.

My bachelor thesis "Comparison of marketing and the role of sales assistants of retail brands of Czechoslovak history and present" uses two case studies to analyse and then compare the brands Nehera, oděvní služba; Rolný, továrna na oděvy with H&M and company V. J. Rott with IKEA. The first part deals with the theoretical concepts and terms, which are the history of sales itself, customer buying behaviour, retail marketing and fashion marketing. The second part of the thesis presents the history of all the companies studied and the third part of the thesis deals with two case studies, which include analyses of the 4P marketing mixes and selected promotion methods and a subsequent comparison of the analyses performed. The thesis looks for differences and correspondences within the marketing mix, marketing messages and also selected publications. It then concludes with a summary of its findings.

The thesis Esports team as a tool of marketing communication describes the phenomenon of electronic sport and its possible usage as a tool of marketing communication. The goal of the thesis is to describe possibilities that can be used by brands to reach a new relevant audience - gamers or fans of competitive gaming. The first part of the thesis, the theoretical chapter, focuses on describing terms from gaming or esports. That should help to understand the environment and audience of this kind of communication. The history of esports, main social media, and platforms or games are described there as well. In the analytic part, the thesis focuses on case studies of the esport team eSuba and their impact on client's marketing communication in 2021 and it also analyses interviews with selected representatives of esports organizations. In the end, the thesis should be a recommendation for communication experts who want to use the esports team to promote the brand.

The topic of this bachelor thesis is the marketing communication of the baseball club Blesk Jablonec in the context of the Czech baseball environment. This batting sport does not enjoy such popularity in our conditions as other, more traditional sports, and therefore it is on the border of amateur and semi-professional sport, with the fact that it is getting closer to the former. However, its popularity is still growing, and this is more or less successfully reflected in the marketing communication of individual clubs and the Czech Baseball Association in an effort to promote its popularity and attract new players, fans or partners. This thesis examines the marketing efforts of the club Blesk Jablonec, where the author is a player. Other clubs and the Czech Baseball Association are used in the thesis mainly for comparison. The thesis consists of an introduction to basic marketing terms and concepts and a narrower focus on sports marketing, an introduction to the Czech baseball scene, an analysis and evaluation of Blesk Jablonec's marketing activities, quantitative research through a questionnaire survey to paint a more accurate picture of the public's perception of baseball and the club's social media activities. The insights gained from the analysis and questionnaire survey will ultimately serve...

The diploma thesis deals with book influencers and their use by publishers and booksellers as a marketing tool. The thesis presents this modern phenomenon, its characteristics, principles, the most important book influencers in the Czech Republic and the online environment where book influencers operate. The aim was to find out the principles and conditions of cooperation between book influencers, publishers and booksellers, their relationships and the effect of the online content of book influencers on readers. The evaluation was carried out on the basis of a questionnaire survey with six book influencers, eight publishers, two booksellers and 662 readers. The research part shows us how these cooperations work in practice, whether it is a key marketing tool for publishers and booksellers, how it will develop in the future and what are the attitudes of all three examined groups to this phenomenon. At the same time, the research outlines the issue of blurring the differences between book influencers and literary critics, where we can notice considerable misunderstandings on the part of literary critics and rivalry. At the end of the thesis, there are formulated specific assumptions for future development, current trends and shortcomings which should be improved or eliminated both by book influencers...

During the 20th century, film became a social phenomenon. Because of this reason it did not take long and also politicians started to use the film industry to influence public opinion. Above all, the history of totalitarian regimes proves that films have served them as a very powerful tool for fulfilling their propaganda goals. This diploma thesis deals with Nazi film propaganda during the Second World War, specifically the influence of Nazi propaganda on Czech feature film in the occupied Protectorate of Bohemia and Moravia. Because of the fact that Nazi ideology was based on tense nationalism and racial purity which required a broad base for its support and maintenance of power, propaganda was of great importance The aim of this work is thus to find and define Nazi propaganda communication goals in Czech feature film and to identify specific tactics through which these goals should be fulfilled. The basis for researching this issue are the films Kristián (1939), Tulák Macoun (1939), Pro kamaráda (1940), Těžký život dobrodruha (1941), Jan Cimbura (1941) and Prstýnek (1944), which cover various genres and topics and at the same time cover different protectorate periods. The topic of propaganda is viewed in the context of strategic communication as related and in today's scale also superior...

This bachelor thesis deals with the topic of marketing floorball in the Czech Republic. Floorball is still a semi-professional sport in the Czech Republic, so the thesis mainly focuses on activities that help the popularization of floorball in the country. The clubs and organizations in the country are aware of the rapid growth and untapped potential of the sport. Hence, they use several tools to not only popularize themselves, but also to bring floorball closer to the professional realm. One of these tools is marketing. Marketing is widely used by the research subjects of this thesis, the Český florbal organization and FbŠ Bohemians, a club author of this thesis is a member of. The thesis consists of an introduction of the basic concepts of marketing and sports marketing, an analysis and evaluation of the activities of the aforementioned subjects, and a quantitative research. The research uses a questionnaire survey to gather the views of FbŠ Bohemians fans on marketing activities and the overall communication of the club. In the conclusion, author evaluates not only the analysed activities, but also the very idea of conducting such research in the floorball environment and its limits. In addition to mapping the marketing efforts of the aforementioned to develop and popularize floorball, this...

In my thesis I analyze the functioning of social media, which are part of the pornographic industry. Namely, the work is focused on Patreon, OnlyFans and Swag. In my work I focus on two models and follow the development of their work habits over time. The theoretical part of the thesis also touches on a brief history of pornography on the Internet. Given the current situation, I also describe very marginally the impact of the coronavirus crisis on the porn industry. Finally, a quantitative analysis is performed using a questionnaire survey, which examines the phenomena described in this thesis.

This bachelor thesis deals with the profile of women publishers / editors and their media image. The first part of the thesis presents the traditional role of women in the field of book culture in the historical context. The main topic is selected important women publishers and editors and publishing houses in which they worked and continue to operate during the thirty-year period from 1989 to 2019. In this part of the work, I try to bring their comprehensive profiles, analyse their professional approach and differences in their activities. The next chapter consists of the introduction of other important women publishers / editors working in the domestic book culture. The second part presents an analysis of the media image of these selected women publishers and editors. The monitored media were both cultural and literary magazines and daily newspapers. The reference period covers the years 1989 to 2019. In a separate chapter, the work also brings two interviews with our key publishers, Ivana Pecháčková and Markéta Hejkalová.

This diploma thesis deals with the attitude of the Z generation to Czech documentary films and series. The aim of the work is to describe the common tendencies of the whole generation Z or its subgroups within their attitude to Czech documentary production. The research method for determining the attitude of this generational cohort is a questionnaire survey. In the beginning the Z generation is characterized, its formants and basic characteristics are analyzed. One of the subchapters also focuses especially on the Czech generation Z. In the theoretical part space is also devoted to documentary production, specifically its characteristics, typology and history of documents. The genre of the document is presented both in the global context and also in the Czech environment in the work. The practical part describes the research which has the form of a questionnaire survey. The results are presented for each evaluated question separately while at the end there is a collective summary with the most important and interesting findings from the research.

The aim of this thesis is to describe the rebranding process of Prague Congress Centre in 2017 and to consequently analyze and review this process and communication activities during and after the rebranding. The first part of the thesis interprets the theories of branding and rebranding and other theories associated with them. The next part explains various reasons behind the change of corporate identity, related to the history of the company and its use in the field of congress tourism. Furthermore, the new brand is introduced, as well as brand equity and new brand elements. The thesis also describes the tools of the marketing communication that were used by the company to support the rebranding process and have been used since then. In relation to the marketing communication tools, specific marketing activities of the company are described. The thesis ends with an analysis and evaluation of the whole rebranding process.

The aim of the bachelor's thesis is to present the Czech publishing house Práh, which is unique among other medium-sized publishing houses in that none of the large publishing houses are behind it, on the contrary, for a long time there was only one person standing behind it. Since it is not possible to separate the person of Martin Vopěnka, the founder of Práh, and the publishing house itself, the introductory part of the first chapter is dedicated to introducing his person and his work not only as the founder and owner of Práh, but especially as a writer. In the next part of the first chapter, the thesis deals with the situation in the field of publishing shortly before and after the establishment of Práh, because the publishing house was established in 1991, two years after the Velvet Revolution, when an inexhaustible number of publishers in Czechoslovakia were founded and disappeared very quickly. It was a wild period for a publishing activity in our country. In other parts, the work is reserved for the Práh publishing house itself, where it first describes the circumstances of its origin, the first years of operation and also the current operation. The third chapter deals with the production of Práh, presents editions and the most important authors. The largest part of the thesis is dedicated...

The purpose of this thesis is to show how the image of Jiří Kajínek in the media changed over time, from the time he was first identified as a suspect in a double murder in November 1993 until the spring of 2017 when President Miloš Zeman pardoned him. The work also follows a period of one year after the granting of a pardon in order to capture changes in the presentation of Jiří Kajínek in the media. This thesis should also respond to the question of whether Jiří Kajínek was presented by the media as a celebrity after his release. To determine how the media informed about Jiří Kajínek, a quantitative analysis was used, the last period, ie the period of one year after Jiří Kajínek's release from prison, was further analyzed by qualitative method, specifically the framing method. I analyzed texts from three daily newspapers, Právo, Mladá fronta DNES and Blesk. Among other things this research showed that in the course of the change in Jiří Kajínek's presentation, instead of interpreting his persona as a murderer and recidivist with two examined newspapers - Mladá fronta DNES and Blesk - there were discovered other interpretations, such as interpretation as victim or as a celebrity. In the newspaper Právo the interpretations did not change so significantly. Jiří Kajínek's interpretation as a...

This diploma thesis named Digital Communication of the Czech Olympic Team at the 2018 Winter Olympics deals with the communication of the Czech Olympic Committee, focusing on social media profiles - the Czech Olympic Team, which the Czech Olympic Committee manages and communicates through them to the target audience. The diploma thesis analyzes communication specifically during the XXIII. Winter Olympic Games in PyeongChang, South Korea and focuses on communication on Instagram and YouTube. The theoretical part outlines the history of the Olympic Games, explains the basic concepts of marketing and PR and the connection of these disciplines to sports and social networks. The analytical part explains the functioning of the Czech Olympic Committee and analyzes the communication on Instagram and YouTube during the Olympics. The analysis was partly based on data from the Czech Olympic production and partly my own research and analysis of posts from the period under review. To the analysis are added findings from a structured interview with the head of digital communication and is followed up with recommendations for future communication of this association.

The goal of this bachelor's thesis is to introduce the topic of electronic sports and the use of its marketing potential to the reader. It also focuses on its parallels with traditional sports and tries to show on examples of sponsoring, product placement, corporate social responsibilities, and pitfalls the differences and similarities of both fields. In the first part, the work deals with the phenomenology of sport, thanks to which it is possible to answer the question of whether esport can be considered a sport. Furthermore, the work deals with the history of esport in order to put the reader into the context of today's situation. The following chapters then explain the researched marketing tools and media on which we can watch sports and traditional sports. In the practical part, their specific implementations in both sectors are shown on specific examples.

The diploma thesis entitled Profile of the Paseka publishing house and its media image (1990-2018) aims to capture the image of the Paseka publishing house, which was founded by Ladislav Horáček more than thirty years ago and which has its firm place on the Czech book market. The first part of the thesis aims to acquaint the reader with the basic concepts and introduce him to the circumstances of the Paseka publishing house. Furthermore, this section describes the initial years of the publishing house, as well as projects and personalities that are inextricably linked with Paseka. The second part focuses mainly on the editorial policy of Paseky, which developed together with those who had just worked as the director of the publishing house. The third part of the work is focused on the current Paseka. Part of this chapter is acquaintance with the current editorial policy, important authors, publications and collaborators, but also with how the publishing house communicates with its readers. Finally, the final, practical part presents a quantitative analysis of selected media, which reported on Paseka in the period after the death of its founder Ladislav Horáček, ie between August 2015 and the end of 2019.

Private local brand promotion during "Third republic" period: Rudolf Poborsky's distillery Summary This thesis targets to explore how the uprising communist power impacted corporate communication. Although communists declared allowance of small business existence, they have destroyed it later. Communication investigation reveals hot topics of the era and - in this small local scale - entrepreneurs' approach. The case study of a family distillery delivers the story in a very human way and shows owners' personal journeys rather than deep analysis of the current political situation as such. The thesis aims to show how owner's attitude contributes to the communication with customers and in what situation these small businesses found themselves during Third republic. In this particular case; I aimed to generalize thesis' conclusions by demonstrating other businesses in the same field. I've performed the research using mainly own family's private archive, which contains a comprehensive collection of both company and private communication documents. I've used the books "Proměny české společnosti 1948-1960" by Karel Kaplan to support those historical parts and "Kapitalismus na kolenou" by Jakub Rákosník to explore economic situation of the period. Investigation proved these businessmen managed to embed their...

This Master Thesis is about Meander publishing house and media reflection of three choosen titles from edition Blue Elephant. Theoretical part of this thesis introduces the development of publishing houses after the fall of communism in 1989, the development of the literature for children and youth, phenomenon of bilderbuch and the change of reading habits and reader's environment. The analytical part introduces the Meander publishing house and its edition Blue Elephant. Key artist for this edition is Petr Nikl, who is Meander's court artist as well. The analysis of media was performed on titles Záhádky by Petr Nikl, Jělěňovití by Petr Nikl and The Little's Man Great Journey by Lenka Uhlířová and Jiří Stach. The analysed media are literary and cultural magazines, newspapers and digital media.

The thesis refers to Czech publishing houses publishing fantasy, and to the condition of the fantasy genre in the environment of the Czech book market. This situation is examined through the analysis of the production of three publishing houses - Laser, Polaris, and Straky na vrbě. The aim is to discover how the market with fantasy literature developed during the last decade and to compare the success of the individual publishers and their strategies. The theoretical part deals with the role of the Publisher on the book market, mostly through his function as an entrepreneur and simultaneously as a bearer of culture. Next, it examines the current Czech book market. In the next part, the fantasy genre is defined, as well as its origins, development and the history of publishing fantasy in the Czech Republic. After that, the three analysed publishing houses are examined, with the focus on their publishing strategies. The practical part then compares the books published between the years 2009-2019 and their media response in the magazine Pevnost, online fanzine FantasyPlanet, online book database Databáze knih and the regular sales rankings of the Association of Czech Booksellers and Publishers (Svaz českých knihkupců a nakladatelů). First, each medium and the form of its response (review, user rating,...

The main aim of this bachelor thesis is to describe the communication activities used by the Czech Cheerleading Association to promote cheerleading in the Czech Republic. In the theoretical part, I focus on the definition of basic concepts, specifically the definitions of marketing communication, sports marketing and public relations. I also introduce cheerleading as a sport, its history and development. Subsequently, I also present the situation of cheerleading in the Czech Republic. In the practical part, I focus on the description of the communication of the Czech Cheerleading Association. First, I briefly describe the communication from 2001 to 2014 and after that I analyze in more detail the various communication tools between years 2015-2019. I combine the descriptive method with the findings obtained from the interviews. In the end, I summarize my findings and evaluate the current communication of the Czech Cheerleading Association.

The diploma theses named The media response of the company Knižní klub (1992-2018) examines how had the Czech media refered about the publishing house Knižní klub. In the first part of this theses can be found the description of the development of the book market and also of the publishing market throughout the years, starting with the progress of the book printing followed by the description of the historical phases that had impact on the book market. The second part of the diploma theses is dealing with the company Knižní klub and everything related to that. The following chapter describes all the companies that had ever owned the company Knižní klub during the time it has been active on the Czech market. The analysis itself is divided into two big chapters accoring to the time periods. The first chapter analyses chosen printed media that had been active during the years from 1992 to 2013. The second chapter is examining the medialization of the company Knižní klub within the years 2014 to 2019 and for the analysis of the medialization had been used not only printed media but also online media as their influence grew with time. A quantitative analysis has been used to get the results of the analysis in this second chapter.

The purpose of this work is to describe event marketing as a part of the communication mix, to demonstrate its potential and conduct a research to find out if the event 2018 Men's World Floorball Championship helped to boost popularity of floorball in the Czech Republic. Secondary research will answer the question whether hosting the 2018 Men's World Floorball Championship increased the viewership of Czech Tipsport Superleague. The work will present the essence of event marketing, floorball and its history and data from the organization of the 2018 Men's World Floorball Championship. In the practical part, this bachelor thesis will focus on the measurability of popularity and viewership of floorball in connection with 2018 Men's World Floorball Championship. Using a quantitative survey on the impact of the 2018 World Floorball Championship on the popularity of floorball in the Czech Republic, descriptive statistics from the SportCal study - GSI Event Study - IFF Men's World Floorball Championships 2018 and a comparison of TV-viewership of men's top domestic floorball competition 2018/2019 thesis finds out the effectiveness of organizing large international sports events on the domestic popularity of the sport. The main benefit of this work is the result of research that will help answer the...

This diploma theses focuses on the issue of game studies and examines its connection with the news media. The relationship between these areas is analysed on the case study of the computer game Kingdom Come: Deliverance that reached international success. This study uses content analysis to identify the presence and way of presentation of this game project in the Czech Television news since 2014 to 2019. Regarding the international success of the game, I presume that not only the game itself but also the gaming industry as such might been more captured in the news. In addition to the analysis of media mentions of the game, the work also focuses on their contextual framework and context in which the Czech project was discussed. In addition to quantitative research on Czech Television news, the work is supplemented by a comparison of Czech and foreign reviews, which provides a broader view not only of a different approach to the game in the Czech Republic and the world, but also outlines the importance and relevance of the game itself. Key Words Kingdom Come: Deliverance, Game studies, Czech PC Games, media analysis, quantitative research

The bachelor thesis The Big Bao edition in the production of the Baobab publishing house and its image in the Czech media between the years 2004 and 2019 follows up the Big Bao edition published from 2004 to the present days by the Baobab publishing house that focuses on children's literature. The edition is made of novel genre books for older children's readers. The goal of the thesis is to critically analyze the edition's content, graphic design and to identify the edition's position amid the rest of the publisher's production. The thesis also focuses on the edition's image in the Czech print, online and audiovisual media. The thesis is divided into two separate parts, theoretical and practical. In the theoretical part, the author describes the Czech children's literature and it's history. He also focuses on Czech children's literature's illustration. In the practical part author pursues the Big Bao edition itself, characterizes it, describes its individual titles, authors, and graphic design. He further pursues the Czech media image of the edition between the years 2004 and 2019. The main conclusion of the thesis is that even thou the edition is not a completely comprehensive and lacks a stable media coverage, it fits really well into the rest of the Baobab's production and continues the...

Thesis "The comparison of selected topics in Vlasta Magazine between periods 1973- 1978 and 2013-2018" informs readers about thematic categories in Vlasta Magazine of the 1970s and the 21st century. The main goal was to compare topics of these two periods and decide how they have changed during forty years. This work introduces media theories, reminds of the most important Czech and Czechoslovakian historic events, the third chapter discusses woman's roles, especially her work and social roles. The next chapter is about media owners and about Vlasta Magazine. The practical part of this work is dedicated to quantitative and qualitative differences among thematic categories in Vlasta Magazine between periods 1973-1978 and 2013-2018. Research shows that texts of both periods have their typical features. Authors write about politics and criticize social imperfections. A woman is shown like an unselfish mother and a hard worker. Nowadays, journalists speak neither about policy nor foregone regime. An appeal to women is not coherent - they should be beautiful and slim, but on the other hand "real women have curves" and "a real lady does not care about wrinkles". Today's women do care about relationships with men and about shopping. In addition, consumerism is evident because of increased number of...

Bachelor thesis deals with comparison of marketing communication of the Městské divadlo Zlín and Slovácké divadlo. The theoretical part defines the concepts of marketing, culture and theatre marketing. The marketing mix is then used and all its tools to approach the marketing of the theatre. The practical part contains the history of theaters and the communication activities of individual theatres are further approached. This is a detailed description of marketing tools such as product, price, distribution and promotion. The promotion is further extended to include chapters on advertising, personal selling, sales promotion, public relations and direct marketing. Based on the obtained data, the comparison of both cultural institutions is performed. The work is complemented by interviews with competent persons who are in charge of communicating in theaters. In addition, a questionnaire inquiry on the marketing activities of the institutions of the viewers. The results of the research are used for specific designs of solutions for Městské divadlo Zlín and Slovácké divadlo. The Bachelor thesis serves as a basis for both theatres, which want to attract the existing but also potential viewers.

The bachelor thesis focuses on the phenomenon of visual pollution and its presence in the Republic of India, in the National Capital Territory of Delhi, in New Delhi, the capital, and in the Czech Republic and its capital, especially in Historic Centre of Prague. First, the space where visual pollution takes place and which could be mostly described as public, is defined by four perspectives based on its different functions and structures. Thereafter, the phenomenon of visual pollution is described both through the broad spectrum of its causes and through the processes of perception and cognition and the aesthetic evaluation of the environment that arises from these psychological processes. The subsequent part is dedicated to the consequences of the presence of visual pollution in public space, especially to the psychological ones. The practical part of this thesis is dedicated to the analysis of legislatïon and real status quo of the presence of visual pollution and the variety of its sources in examined states and especially at the level of particular municipalities. First, the legislation is analysed concerning visual pollution itself and its manifestations at the level of state units. Thereafter, the specific legislative implementations of visual pollution and its primary sources are identified...

This bachelor thesis has aim to introduce Nakladatelství Pasparta publishing house, which orients its creative power on improving the public's knowledge about Autism Spectrum Disorders. The first chapter defines the term publishing house and describes a brief history of publishing business in Czech lands. The second chapter contains detailed information on its founding, its characteristics and contains a chronological overview of its creation, divided into four categories: Fiction, For Children, Specialised literature about autism and Psychology. This review ends in June 2019, but also includes unpublished literature and a brief introduction to future plans of Pasparta. This part is also about Pasparta's social enterprise for employing autistic persons. The third chapter describes how the whole cooperation works in practice and legal terms. It also contains a description of the publishing author's team and comes up with motivational issue of this whole project. The last part is about awards that Pasparta have won throughout its existence.

Running a restaurant in the Czech Republic is not simple. There are many issues regarding gastronomy industry like too much bureaucracy or lack of skilled staff. The Czech Republic is also one of the most competitive countries in Europe in relation to numbers of restaurants per capita. This bachelor thesis is focused on marketing communication of restaurants in a small city called Neratovice. It is a non-tourist city with a lot of people commuting to work or school. Therefore, local restaurants have to reach and take care of a relatively steady clientele. I chose five restaurants from this city. With owners I did semi-structured interviews about their promotions and how they spread a word about their business. I analyzed the results and used them to write this thesis. I use a marketing mix to introduce the topic and describe what it means to run the restaurant. The core of my thesis is last P - promotion. For that reason I use a communication mix as an outline for describing both theoretically and practically communication activities of each restaurant. In conclusion I review individual restaurants and sum up their promotions.

The goal of this thesis is to clarify the status of books in the current Czech culture using scientific methods. Since there are many possible ways to achieve this widely defined goal, it was necessary to choose certain methods (and therefore an overall angle of the examination). Two specific methods were selected - a questionnaire for members of Generation Y and media analysis of culture sections of the Czech daily newspapers, Mladá fronta DNES and Právo during the months of June and December of 2017. Theoretical background, description of the methods and explanation of all the key terms are part of the theoretical section. The objective of the questionnaire is to map reading preferences and habits of young readers. The questions are focused on qualitative and also quantitative aspects of book reading. The overarching objective of the media analysis is to provide an accurate image the media paint about books. This will be achieved by thorough examination of all the articles that mention them. Just like with the questionnaire, qualitative and quantitative aspects will be tracked.