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Propagation of Japanese culture in the Czech Republic - a communication analysis of Informational and Cultural Centre of the Japanese Embassy in the Czech Republic and the Czech-Japanese Association in 2009-2010
Špánová, Kateřina ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
The topic of marketing communication activities between Japan and the Czech Republic has despite of all important economical links of the two countries not yet been deeply analysed. The goal of this work is to examine the major communication activities advertising the Japanese culture to the Czech audience. It also includes an insight into the cultures, their similarities and differences and how these affect the mutual communication. Japan and the Czech Republic have started mutual relations during the 1st World War, keeping them friendly for most of the future time regardless to political changes that haven't always been favourable. After the Velvet Revolution and re-creation of Czechoslovakia (splitting into the Czech and the Slovak republic later on), the Czech-Japanese Association and the Japan Information and Culture Centre emerged - they are now two organizations with different backgrounds yet similar goals: to help building mutual relations of the two countries and to introduce the Japanese culture in Czech republic in its wide range. This work presents a detailed analysis of both organizations' work in propagation of Japanese culture in the Czech Republic. It also provides a number of recommendations based on the analysis, which could help making the communications of both organizations more...
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Marketing communication of the Gambrinus brand focused on consumer competitions between 2009-2010
Hrabáková, Alexandra ; Báča, Ladislav (advisor) ; Köppl, Daniel (referee)
This bachelors thesis concerns the marketing communication of the Gambrinus brand and is focused especially on consumer competitions between 2009-2010. With the help of the descriptive method this thesis is trying to show the look of the advertising campaigns of this brand, which has for a long time been holding first place in popularity and consumption in the Czech beer market. The introductory part shows the historical developments that contributed to building strong foundations of the brand, built on solid values and a progressive development of marketing activities. It introduces Gambrinus in terms of the portfolio of Plzeňský Prazdroj and shows its definition compared with the other brands, especially compared to the targeted groups. The core of this thesis introduces the consumer competitions, which took place during those 2 years. It shows their principles, gains and media campaigns that accompanied them. Lightly outlined the strengths and weaknesses of these competitions and it points out the fact that in principle all the competitions are the same. The conclusion of my thesis evaluates individual competitions and outlines which route Gambrinus should take, especially what could possibly be done to improve the competitions. It highlights the biggest mistake which is the communication on the...
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Stimulation of severely disabled persons using the therapeutic concept basal stimulation
Kaplanová, Jana ; Hájková, Vanda (advisor) ; Strnadová, Iva (referee)
Thesis should readers familiar with the concept of the basal stimulation and with people with heavy users. The practical part of the work will process the results of the questionnaires in the basic school Sluneční in Hostinném. This investigation will focus on the technical readiness of the respondents to work with the concept of the basal stimulation and on the application of this concept into the educational process, people with severly disabilities. The aim of my work is to introduce the concept of basal stimulation as a very effective therapeutic method applicable to work with people with severly disabilities and to verify this by investigation.
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Urban legends, their distribution in modern society and their influence on society
Čebiš, Jan ; Fonferová, Ľudmila (advisor) ; Čadil, Jan (referee)
Bachelor's thesis describes the current spread of legends in the society. In first chapter, author analyzes the theory of communication, ie. models, motives and modes of communication, both in real world and cyberspace. Next section briefly describes theory and history of folklore and current developments of urban legend research, both in world and in the Czech Republic. In the last chapter, author develops the main theme of the thesis, the relationship of contemporary legends and information worker. It shows where the information worker is likely to meet urban legends, what are their characteristics and traits and how they can be easily identified. In conclusion, there are shown techniques that will improve communication, especially argumentation and persuasion in the context of contemporary legends.
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Communication of the Mlada Boleslav City in Years 2009-10
Masarčíková, Jana ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The focus of this literary work is to analyze the communication activities of the corporate town of Mlada Boleslav in 2009 through 2010. The analysis will focus on the town and its affiliation with its surroundings, specifically the impact the town has on local tourism. The aim is to discover whether the town used a compact marketing strategy and its effectiveness. Furthermore, this work also attempts to clarify the issues involving the co-operation between the town and Skoda Auto a.s. The company has a strong impact on the life of local residence as well as on local tourism. As a result of my analysis, references to currently promotion materials, and the utilization of individual communication channels I will point out possible problematic areas. I will also provide possible improvements that can be made in order to establish a more effective future communication strategy of Mlada Boleslav as a positive tourism destination and a friendly neighborhood.
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Vintage fashion in Czech Republic
Hochmuthová, Terézia ; Holeček, Tomáš (advisor) ; Kotík, Michal (referee)
This paper is concerned with contemporary usage of old clothing under the term "vintage". The interpretation is based on Gilles Lipovetsky's theory of fashion (vintage as a fashion phenomenon) and Roland Barthes' semiologic explanation of the fashion system (vintage as a fashion sign). Vintage as a fashion phenomenon is characterized by presence of the two typical modern cultural values. The value of human individuality is accomplished through connection of conformism and individualism, whilst the value of change is accomplished through appreciation of the fashion of the past. The described practice originated in the late 20th century in Western Europe and North America and is recently diffusing to the Czech Republic. In the local context it is developed and distributed in public with the help of mass media and garment industries. Legitimization of the fashion sign proceeds within the framework of the fashion discourse giving rise to the vintage as a collectively shared meaning. From this viewpoint this phenomenon reflects particular features of the contemporary society.
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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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Public opinion and market research in the Czech Republic as kind of communication feedback
Svobodová, Eliška ; Slámová, Hana (advisor) ; Johnova, Radka (referee)
Bachelor's work deals with market research and public opinion in Czech Republic concentrating on mass media. It presents the research as a suitable feedback for application in mass communications and mass media. The first part of the work defines some basic terms concerning mass communications and media, the following part deals with a short history of investigations in Czech Republic and in the former Czechoslovakia. Next part explains the certain methodolologies and methods which are used in the research. Another part of the work presents the list of the main agencies acting in the sphere of market research and public opinion in Czech Republic. In conclusion of the work it is shown the ethics of investigations and intervention of state, law and norms into research. [Autor's abstract].
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The FTVS Website as an Instrument of Marketing Communication: Content Analysis of the English Version from the Viewpoint of Target Audience.
Formánková, Martina ; Pokorná, Eva (advisor) ; Voráček, Josef (referee)
Title: The FTVS Website as an Instrument of Marketing Communication: Content Analysis of the English Version from the Viewpoint of Target Audience. Objectives: To asses the content of the English version of the website and suggest its improvements to increase the efficacy of marketing communication. Methods: Content analysis, comparison Results: Detailed analysis of the website has been carried out, drawbacks of current layout (both content and formal) have been described. Modifications and improvements have been proposed. Keywords: Marketing, communication, website, web content, university, FPES
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Taboo and noa in communication. Realization of linguistic taboos in the print media
Junková, Anna ; Chejnová, Pavla (advisor) ; Janovec, Ladislav (referee)
Taboo and noa in communication. Realization of linguistic taboos in the print media. This thesis deals with issues of the taboo and noa in language and communication. The core of this thesis is to identify the essential tabooed themes in contemporary society and ways of their linguistic realization in the print media. In the theoretical part of this thesis is the first explained substance of the terms such as taboo, noa, communication and linguistic taboos with regard to the interrelations between these terms. In the empirical part are then defined tabooed themes occurring in the concrete texts of the diary Mladá fronta DNES and Blesk and of the periodical Rytmus života and ways of their linguistic grasping. The thesis focuses above all on the manifestations of speech restrictions in the lexical plan of the language.
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