Paper Title
Key Factors in Advertising Communication Processes and Their Influence on The Construction and Interpretation of The Advertising Message

Abstract
There are new opportunities and threads in the Czech advertising market, which after the fall of the communist regime in 1989 coped with the development of western advertising. The new Czech advertising production brought interpretation problems and communication conflicts. I will deal with these problems in relation to the billboard poster Václavka and Dášenka, which caused stormy reactions of consumers and media. I asked the questions: which factors are crucial in the design process of the poster content and how they influence the resulting advertising message. The research has a qualitative design. I interpret the poster using a narratological analysis, the data contained in the media documents that interpret and evaluate the poster I use a thematic analysis. The non-textual events and changeable symbolism of cultural icons that enter narrative structures are the key factors in the process of constructing advertising messages. The study concludes that advertising creation forms its effectiveness on breaking ethical standards and represents both a diagnosis and a tool for the construction of media reality. Keywords - Interpretation, Narratology, Advertisement message, Ethic norms.