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Beliefs and Consumption of Organic Food in Different Income Groups of Consumers
Kozánková, Barbora ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The present bachelor's thesis is concerned with a research on beliefs about organic food of five income groups of consumers. It aims to discover the motivational factors and barriers to organic food purchase in the individual income groups, to measure the average frequency of organic food purchase in the groups and to identify potential links between the researched phenomena. The literature review presented in the first part of the thesis provides the theoretical background, discussing organic food consumption trends in the Czech republic and the current research on demographic and psycholgical determinants of organic food consumption. The research is based on the theory of planned behaviour, which categorizes the determinants of behaviour and introduces the term "informational foundations," which are the main object of this study. The research employs quantitative method and works with two hypotheses, while trying to answer the researched problem by including exloratory elements as well. The study seeks to explain the current trends in organic food consumption by searching for links between personal income, the frequency of orgnic food purchase and the intenzity of beliefs about organic food. The findings of the present research can be employed in marketing and communiaction strategies. They...
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Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
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Comparison of online marketing communication of SPD and TOP 09 on Facebook in terms of persuasive means
Švarc, Martin ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This thesis deals with persuasive means of the online marketing communication of Czech political parties TOP 09 and Freedom and Direct Democracy - Tomio Okamura (SPD) on Facebook. The core of this study is the analysis of selected Facebook posts of the two political subjects and their subsequent comparison. The objective of the research is to find out what persuasive means these political parties use and whether their communications have something in common in terms of persuasive means or not. In order to meet the set objective, a qualitative method with a combination of pragmalinguistic and content analysis elements was chosen to achieve the most accurate analysis. Therefore, a set of variables, which describe the manifestations of persuasion in political communication texts, has been created. This study focuses on a set of selected posts from the official Facebook profiles of the given political parties from September and October 2018 before the elections to the municipal councils and senate, held on October 5-6, 2018. The elections campaign period was chosen for its character of increased persuasive appeal in communication of political subjects.
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Transgressives and Dialectisms in Krkonoše - Jizerské hory Magazine
Praisler, Jaroslav ; Svobodová, Ivana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to demonstrate the developmental dynamics and the current state of two language means found on the periphery of use (not only) in the media - transgressives and dialectisms - in the Krkonoše - Jizerské hory magazine. In the theoretical part, the issue of transgressives and Czech dialects, in more detail the dialect of Podkrkonoší region, is described. The thesis does not systematically address dialectisms that do not meet the criteria of dialect of Podkrkonoší region. Part of the theoretical part is also a short chapter briefly introducing the monitored periodical. The methods used in the practical part are qualitative and quantitative analysis. The transgressives and dialectisms found in the magazine are analyzed in detail in terms of their kind, normality, functional use, or their separation by punctuation marks (only the use of quotation marks in dialectisms). The final chapter then interprets the developmental dynamics of the observed phenomena, including an outline of possible reasons behind the occurrence of the monitored elements on the pages of the monitored periodical at present. So far, the literature has not dealt with the emergence of dialectisms of Podkrkonoší region (and dialectal elements in general) in the media, also for this reason, this work can be...
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Comparison of sexist advertising: websites vs. other forms of marketing communication
Nápravníková Kořanová, Johana ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
This diploma thesis compares linguistic and sexist expressions used in adverts and on websites of companies Free Rádio, ÚAMK, Pila Pasák and Rodinný pivovar Bernard. The first part of the thesis provides broad theoretical background focusing on media, media communication, new media, marketing communication, sexism and linguistic aspects of marketing communication. Great deal of attention is paid to pragmatic aspects of advertising language, the communication functions and speech acts in adverts. The work also deals with sexual information in adverts, e.g. types of sexual information used in advertising, its effectiveness, typical sexist expressions but also with legal and ethical frames in advertising. The second part of the thesis are the analyses themselves. The adverts are analysed through a questionnaire that covers pragmatic, semiotic and semantic aspects so that the intersemiotic character of advertising is covered; other issues included are types of sexual information and sexist expressions. The websites are analysed through a questionnaire that challenges the structure of the website, its aim, design, used vehicles of expression, pragmatic aspects of the used language and the presence of sexism. The aim of this thesis is to answer five questions covering such issues as used vehicles of...
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The Impact of Influencers on Young Pople's Body Image Aged 15 to 26
Shíbalová, Kamila ; Klabíková Rábová, Tereza (advisor) ; Jirků, Jan (referee)
The bachelor thesis dealing with the topic "Impact of influencers on body image of young people aged 15-26" aims to define the nature of the influence stemming from the so- called social media influencers on their followers, through quantitative research. Social networks and their users who communicate with each other through audiovisual content play a key role in this work. The theoretical and practical part of the thesis focuses on the area of perception of the body, dissatisfaction with it, and is looking for possible connections with consumption of the content shared by influencers. The first part deals with several possible ways of understanding the term body image, which is closely related to the cult of beauty. It is followed by the history of perception of body image interpreting the dynamic development of trends in ideas of the so-called ideal body. The next chapter describes the phenomenon of new media and web pages employing so-called user-generated content. Two social networks typical of photo and video sharing were selected for the purpose of the research: YouTube and Instagram. Presentation of users with a high number of followers, the so-called influencers, undoubtedly affects the formation of opinions, values, and lifestyle of their audience. Therefore it is defined here how the influencers...
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Media Training - The Rhetoric for Practice
Ouahdjinová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Podzimek, Jan (referee)
Diploma thesis: Media Training - The Rhetoric for Practice Tereza Ouahdjinová Abstract English The subject of this diploma thesis is the concept of media training in current practice, with a focus on individuals who, in their interactions with the media, not only represent the face of corporate, political and other organizations but also use the media to reach the general public. Due to the media attention that is attracted by these representatives, it is crucial that they know how to comport themselves in front of the media and how to utilize it to efficiently effect the target audiences. For this reason, media training focuses on the different forms of an individual's presentation, with the main focus being on speech. The thesis makes use of the foundations of rhetoric as a theoretical background for perceiving media training, specifically in regard to the ability to speak compellingly, correctly, and with consideration so as to influence the audience. Knowledge of rhetoric is key to making convincing arguments and giving prompt responses, and is a skill that can be developed, practiced and perfected over time. Media training interlinks this knowledge with the principles and processes of how the media function and teaches how to formulate messages and what to do and do not in interaction with journalists....
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The use of geolocation applications as a tool of marketing communication in the Czech Republic
Peka, David ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with location based mobile games and their use in marketing. In the theoretical part of this thesis is explained and defined the phenomenon of location based mobile games and put in context within marketing. The theoretical part also deals with the development and circumstances, that made inception of location based mobile games possible. The practical part deals with a research of location based mobile games in the Czech Republic. The goal of the research is to find out which gaming elements and attributes are preferred by players and how do the players perceive interconnection of geolocation mobile games and marketing. The research is based on 119 responses of active players from Czech republic.
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Marketing of virtual reality: Case study of Oculus VR
Klouda, Filip ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This thesis deals with the use of marketing communication for virtual reality devices from Oculus VR, which includes the Oculus Rift, Samsung Gear VR and Oculus Go. Main attention is drawn towards the Oculus Rift, which was the first commercially available VR device to render a fully 3D environment. The thesis analyzes various tools of marketing communication used in promoting the Rift and other Oculus products. The first part is devoted to theoretical concepts of virtual reality and the long history of this phenomenon, from the first stereoscope to modern head-mounted displays we know today. The following chapter examines the theories of marketing and public relations, as well as related concepts of digital marketing, event marketing and crisis communication. The second part presents the reader with an analysis of several forms of commercial communication used for promoting the Oculus Rift, including the crowdfunding campaign on Kickstarter, interacting with target audiences on social media and showcasing the Rift on various gaming and technology events. The closing part of the analysis provides the reader with an overview of the PR crisis the company faced in 2016 in relation to a political lobbying scandal of Oculus' founder Palmer Luckey.
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The Pragmalinguistic Analysis of Teleshopping of Products From the Area of Cosmetics and Fitness
Tobolová, Michaela ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis is focused on the means of communication which are used by teleshopping to appeal to the viewers as the paper aims to discover whether teleshopping attempts to manipulate them. The theoretical part introduces teleshopping in relation to the marketing communication discourse and briefly discusses the psychology behind the viewers' purchase decision. In the methodological part, the paper introduces linguistics, pragmalinguistics and pragmalinguistic analysis as an approach to researching language. Moreover, it elaborates on manipulation and persuasion both as such and in relation to teleshopping. The practical part describes the relevant social context and then carries out pragamlinguistic analysis of three teleshopping spots, which advertise a juicer Mr Juice, slimming gel Slim Express and slimming belt U-Slender. The analysis puts emphasis on the use of language and potential argumentative fallacies. Based on the findings of the analysis, the thesis then summarizes style typical for teleshopping and compares it to the style typical for advertisements in terms of the use of language and in terms of manipulation. Lastly, a research is carried out to find how teleshopping is perceived by the public and whether the viewers are capable of distinguishing a fallacy shall they...
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