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Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
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Political and Public Discussion on the "Headscarf Law" in France in 2004
Damková, Jitka ; Emler, David (advisor) ; Tomalová, Eliška (referee)
The main purpose of this bachelor thesis is to show the opinion of political and specialized public on the legislation concerning wearing of ostentatious religious symbols at public schools in France. At the very beginning of the thesis, the principle of laïcité is introduced, because it strongly influences French public education system; one part is also devoted to the "headscarf law" itself. The main attention is dedicated to political or more precisely public discussion and the opinions, which emerged during the period of acceptation of the law, within the French society. The thesis assumes that despite the fact that the topic of headscarf is crucial, there was a consensus within the society and the differences of the opinions emerged only in the specific details.
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