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Koubek, Filip ; Lábová, Alena (advisor) ; Vojtěchovská, Martina (referee)
This thesis deals with photographs in the printed media among the elections to the lower chamber of the Czech Parliament during 2Q 2006 and 2Q 2010. The main focus is picture of the politicians and the political parties. In the theoretical part of the thesis we sum up the main aspects of the media ahead of the elections and the publishing of photographs. We observe news factors, agenda setting, framing, spiral of silence, technical aspects of photography or manipulation possibilities. The practical part brings the analysis of the photographs in the home news pages of the in the four most-read broadsheet daily newspapers and another daily newspaper that is published by a political party. The analysis sample comprises all issues of the dailies in the period of five weeks ahead of the elections in the years 2006 and 2010. The data were analyzed by means of the quantitative content analysis. For this analysis we used up to 20 parameters. The quantified data were then analyzed by the SPSS and PASW statistical software. Multilevel analysis was also applied. This analysis gave us a lot of conclusions that helped to answer the following main issues: How much space the printed media devoted to the elections, what was the proportion of each political party, to whom was given importance, what is the difference among...
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Analysis of the Czech Media Market in 2009-Constructing the Audience for Sale
Bražinová, Michaela ; Köppl, Daniel (advisor) ; Vojtěchovská, Martina (referee)
Diploma thesis "Analysis of the Czech Media Market in 2009 - Constructing the Audience for Sale" aims to describe what kind of information do the Czech non- expert media use when constructing their audience for sale most often, what are the sources of such information and methods used for gathering them, and to what extent are those information, and the constructs themselves, verifiable, credible and relevant. Content analysis of publicly accessible materials the media provide about their audiences will be applied. In the first part of the diploma thesis we will define the audience within the media studies discourse and from the perspective of the advertisers. We will also apply the theory of social construction of reality to describe the process of the construction of the audience for sale. Brief overview of reported media audience characteristics and research and shielding institutions in the Czech Republic will follow. In the last part of the diploma thesis we will summarize the findings from the analysis and apply them on the prediction of the future development of the construction of the audience for sale. Complete list of media included in the analysis as well as raw data can be found in the appendix.
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David LaChapelle as one of the most expressive representatives of contemporary advertising and Fashion photography
Vysloužil, Jakub ; Lábová, Alena (advisor) ; Vojtěchovská, Martina (referee)
Thi s bachelor thesis is about photography and its role in marketing communications. To demonstrate how it works I decided to analyze the advertising and fashion work of one of the most interesting and appreciated contemporary photographers. David LaChapelle's images also convey lot of messages, which could be easily marked as myths of today's western civilisation. My intent also was to describe the stunning history of photography's development and how advertising industry adopted photography as a very powerful instrument to form consumer's opinions and behavior. Some individualities and regimes used the power of images to motivate the people against the enemy or to maintain their own position. In the second half of the twentieth century photography became a standard in adve rtising, which meant that every ad was supposed to be somehow interesting to be effec tive. This was the time when advertising agencies started to concentrate their creative effort on how to communicate with relevant target groups by photography, which is able to convey a lot of information about a product and some emotional message in a very short time. David LaChapelle knows how to do this and keep his artist integrity at the same time. We can find almost every tool, that is advertising photography u ing nowadays in his photos, yet...
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Senior people as a target group of lifestyle magazines
Mannová, Denisa ; Vojtěchovská, Martina (advisor) ; Fišerová, Sylvie (referee)
Univerzita Karlova v Praze Fakulta sociálních věd Institu komunikačních studií a žurnalistiky Denisa Mannová Diplomová práce Senioři jako cílová skupina lifestylových časopisů (Seniors as the target group of lifestyle magazines) Abstract This thesis deals with seniors' view on the magazines market and tries to find out whether seniors know about magazines which are produced for them. Apart from that, the thesis analyses a sample of four magazines focused on seniors: Generace, Revue 50plus, Vital plus, Magazín 55+ (or Magazín Plus), year 2010. In order to understand the subject matter of this thesis, the first chapter deals with definitions and their interpretation. The first subchapter discusses the term "age" or "oldness" as well as the current status of seniors in our society. The second subchapter defines the term "lifestyle magazine". The following chapter is dedicated to the media market, specifically to the area of printed periodicals. It introduces the most widely read magazines on the Czech market, discusses periodicals focused on seniors in the Czech Republic (whether printed or electronic) and, marginally, also mentions magazines focused on senior published in other countries. The third chapter deals with advertising, evaluates the relationship between advertisers and the abovementioned magazines....
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The brand strategy : Dove on the Czech market since 1995
Neupauerová, Patrícia ; Kopecký, Ladislav (advisor) ; Vojtěchovská, Martina (referee)
This bachelor thesis aims at analysing Dove brand strategy on the czech market since its launch in 1995. The text is divided into two parts. The theoretical part is foc used on a brand and the brand strategy in a context of a marketing communications and its essential role in the brand building process in a current, very competitive environment. The brand thinking and the key brand attributes are specified, brand identity and brand equity and its role from both, consumer and producer point of view. Describing the strategic analyse of a brand, its phases and analysing the importance of a consistent identity and positioning of a brand. Focusing on key functions for developing the brand strategy, factors of influence and describing the brand strategy as a direction for brand activities. The second part describes Dove brand, its history, identity, key attributes, positioning and the development of its communication strategy. Focusing on its role on the czech market since 1995 and the communication strategy used since its entry as a tool for differentiating the brand among competitors. The key factors of its success and the relevant benefits the brand offers consumer are described. Demonstrating the importance of a clear, consistent strategy in the process of building a strong, long- lasting brand. Powered by...
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