The diploma thesis focuses mainly on advertising from the point of view of multimedia and how different media present and advertise a certain product. The diploma thesis consists of a theoretical part, where basic concepts, such as advertising, advertising campaign, advertising language, internet advertising, multimedia and advertising components are defined. The second part of the diploma thesis is the practical part, where two campaigns are presented and analyzed. The first campaign is for the electrical car Mini and the second for the cosmetic products with the trademark Nivea Sun. Both campaigns consist of four ads in different media, which are explained and analyzed in detail. The first medium is a poster or newspaper advertisement, a traditional advertising medium with a focus on the image. The second medium is a television clip, where the image is accompanied by sound effects, moving pictures and thus attracts the viewer’s attention even more. The last two media are the website and Instagram, which are representatives of internet advertising and are now more popular with the younger generation. At the end a comparison is drawn between the media, where we summarize differences and similarities between the ads in different media.
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