03489ntm a22005177a 4500 000170415 CZ-PrVSE 20110620175452.0 m d cr n|||||||||| 110620s2010 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Korčeková, Andrea ISIS:49750 dis Product placement and its legal aspects [elektronický zdroj] / Andrea Korčeková 2010 ?? s. : digital, PDF soubor Vedoucí práce: Martin Boháček Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) The thesis deals with analysis of legal aspects of product placement. First, it looks at product placement from a general point of view. The work explains past legal framework where product placement was a part of "unfair competition" both in EU and Czech Republic. Then, it analyzes particular articles of directive 2007/65/EC which regulates the term product placement as the first in the history. The analyses showed that there are a lot of vague and disputable terms, e. g. "significant value", provision "free of charge", or ensuring that viewers are "clearly informed" about existence of product placement. Further, the work analyzes an implementation of the directive to the czech law and its comparison with Slovakia. Product placement was translated into czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" but also in the amendment of Act Nr. 231/2001 Sb. By contrast, Slovakia did not create a new special Act for non-linear audiovisual media services, just amended Act Nr. 308/2000 Z.z. and some other affecting laws. Finally, the work confronts the legal theory with praxis. This is done by a survey. The most important result of the survey showed that almost a half of the respondents think that product placement is not a commercial practice. This fact highlights the importance of ensuring that viewers are "clearly informed" about the existence of product placement and also the provision of consumer protection. Způsob přístupu: Internet Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2010 Rok obhajoby 2010 on-demand audiovisual media services hidden advertising audiovisual media services directive 2007/65/EC product placement podnikání a právo [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Boháček, Martin, 1947- xx0006546 ths Wimrová, Hana ISIS:46653 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 https://isis.vse.cz/zp/23320/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/23320 Hlavní práce https://isis.vse.cz/zp/23320/posudek/vedouci Hodnocení vedoucího https://isis.vse.cz/zp/23320/posudek/oponent/15583 Oponentura http://isis.vse.cz/zp/65874/podrobnosti dc:identifier NEPOSILAT VSKP 65874 vse23320 110325 md5 65874 add192de82633a5d81b032a0ad351ac5