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The impact of brand communication activities on consumer behaviour and perception during the COVID-19 pandemic
Janouch, Filip ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
Based on the knowledge of moral foundations theory, this thesis examines the influence of brands' communication activities on consumer behavior and perceptions. The theoretical part focuses on moral foundations theory, its origins, and the selection of moral foundations (modules), which are then examined in the practical part. The practical part consists of an introduction to the methodology and the aim of the research and the implementation of the research in the form of eight in-depth interviews with representatives of Czech advertising and communication agencies. The findings from the research are further collected, summarized, interpreted, and evaluated. The results thus obtained are subsequently discussed. The conducted research allows to answer the main research question, as well as to confirm or refute the hypotheses with which the author entered the research part of his work.
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Comparison of mythology framing of Reflex and Respekt cover pages in 2018
Janouch, Filip ; Jakubisko, Jorik (advisor) ; Soukup, Martin (referee)
Based on the semiotic analysis, this diploma thesis analyses mythological frameworks of chosen magazines. It consists of two parts, a theoretical and a practical one. The theoretical part is focused on semiotics as science, examines a sign and its historical development, describes myth, its history and research, as well as defines a theoretical starting points leading to definition of mythological framework. This definition is built on the theory of decoding and encoding of Stuart Hall, as well as his representation acknowledgements, as well as on the works of Claude Lévi-Strauss and Roland Barthes examining the myth. The practical part consists of definition of research-subject and semiotic analysis of mythological frameworks in front pages of Reflex and Respekt magazines. Findings of this analysis are then compared. This comparison leads to confirmation or disproval of hypotheses the author articulated prior to the analysis.
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Semiotic analysis of TV communication of Air Bank brand in 2017
Janouch, Filip ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis, based on semiotic analysis, analyses audivisual commercials. It consists of two parts, a theoretical and a practical one. The theoretical part desribes semiotics as science, examines its history, development and modern phase. In this part, the sign is determined as the original element of the whole semiotics as a science. Further, advertising is described as a communication act and audiovisuals elements of advertising are also described. Concurrently, the knowledge obtained while studying semiotics is extended. This extension means that there is room for description for several other related phenomena, such as denotation, connotation and myth. Roland Barthes Mythologies is being used in this part, too. The practical part contains two following sections. The first one deals with semiotics analysis itself. The analysis was made on selected TV commercials ads of the Air Bank brand and was based on Roland Barthes Mythologies. Barthes approach was chosen because it does not limit us only to only one method and lets us research all elements of advertising, for example story, scene, image and sound. The second part is a personal inteview with the author of these commercials, Mr. Tomáš Belko, creative director of Ogilvy & Mather, s.r.o advertising agency. The aim of this section is to...
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