Socialistická propagace - reklama v podmínkách centrálně plánovaného hospodářství v Československu 70. a 80. let 20.století

This bachelor thesis analyses the theory and practice of socialistic advertising in the 70s and 80s od the 20th century in Czechoslovakia. The first part is based on current theories of advertising -- it analysis on the basis of of contemporary theoretical literature (textbooks for students of the Faculty of Journalism at Charles University in Prague, the magazin "Propagace") with theoretical approaches to advertising in the 70s and 80s of the last century in Czechoslovakia. The thesis states that the role of advertising in terms of a centrally planned economy differed from today's concept of particular ideological aspects including the use of censorship. On the contrary, similar to the principles on which the adverisement was created (the meaning of the target groups, advertising surveys, etc.). The second part of the thesis deals with the role of socialistic advertising on the example of production of television and print ads -- it monitors phases of promotional process, from the contracting authority, through implementer to the recipient and his feedback, especially on the bases of archive materials of "Czechoslovak television" and interviews with survivors of the state enterprise Merkur. The thesis shows that advertising should be primaly informational in nature of socialism, but it also refutes some myths about failure and inefficiency of socialistic ads.