Abstract
This work explains correlation of theoretical presumptions established by previous research in the field of "life style" and development of Czech society during the late 1990s. This goal is accomplished by analysing television advertisements.
Czech society in 1990s is characterized first through the lenses of value survey and in the next step analysis of television ads between years 1995 and 2000 is carried out. The final part brings a comparison of theoretical presumption and findings resulting from the analysis.