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The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays
Lohrová, Kateřina ; Šmejdová, Barbora (advisor) ; Bouma, David (referee)
Název práce Jazykový obraz světa a tělesnost: proměny ve vnímání a způsobu zobrazování ženské tělesnosti ve vizuálních médiích Anotace Tato diplomová práce se zabývá otázkou vnímání ženské tělesnosti a způsobu, jakým je zobrazována ve vizuálních médiích (konkrétně v tištěné reklamě), jak se tyto obrazy proměňují v čase, případně jakou mají tyto změny podobu. Snahou práce bude nahlédnout toto téma na pozadí konceptu jazykového obrazu naší společnosti, na základě čehož by se nám mohl naskytnou zajímavý vhled do její vnitřní konstrukce a mechanismů jejího fungování. Klíčová slova: jazykový obraz světa, kategorizace, tělesnost, ženskost, stereotypizace, objektifikace, vizuální média, reklama Thesis title The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays Abstract This diploma thesis discusses the issue of the perception of the female body and the approaches and ways in which it is portrayed in the visual media (specifically in the printed advertisement), how these images changes over time or what form these changes takes. The aim of this thesis is to look at this topic in the background of the concept of the linguistic image of our world, of our society, on the basis of which we...
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Finding synergy on the internet - Google case
Kosinová, Kamila ; Köppl, Daniel (advisor) ; Jirků, Jan (referee)
The bachelor thesis "Finding synergy on the internet - the Google case" focuses on the topic of media conglomerates and Google, which some actors consider as a media company. In the paper I talk about Google in more detail - describing its activities, historical development and advertising tools it offers to the customers. Regarding advertising, I analyze in detail online and print advertising, their characteristics, advantages and disadvantages. One chapter is devoted to the development of investments in advertising. The focus is on various media types in recent years and the comparison of digital advertising with print advertising. The paper deals with print and online media, their characteristics and development. Specifically I focus on the media convergence and its impact on the functioning of media concerns. At the same time, it describes the changes that are associated with it. The paper is also dedicated to the relationships between Google and publishers and whether the relationships are based on cooperation or competition. To map the topic, I used a desk research method and worked with secondary data from various sources.
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Finding synergy on the internet - Google case
Kosinová, Kamila ; Köppl, Daniel (advisor) ; Jirků, Jan (referee)
The bachelor thesis "Finding synergy on the internet - the Google case" focuses on the topic of media conglomerates and Google, which some actors consider as a media company. In the paper I talk about Google in more detail - describing its activities, historical development and advertising tools it offers to the customers. Regarding advertising, I analyze in detail online and print advertising, their characteristics, advantages and disadvantages. One chapter is devoted to the development of investments in advertising. The focus is on various media types in recent years and the comparison of digital advertising with print advertising. The paper deals with print and online media, their characteristics and development. Specifically I focus on the media convergence and its impact on the functioning of media concerns. At the same time, it describes the changes that are associated with it. The paper is also dedicated to the relationships between Google and publishers and whether the relationships are based on cooperation or competition. To map the topic, I used a desk research method and worked with secondary data from various sources.
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Language and style of the advertisement
Vrábľová, Denisa ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...
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Sexuality in advertisements in women's magazines in Czech republic 2009-2011
Karpova, Tatiana ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Sexuality in advertisements in women's magazines in the Czech Republic in 2009-2011"describes issues of sexuality in print advertisement in women's lifestyle magazines Elle, Cosmopolitan and Marianne. The thesis is divided into theoretical and analytical part. The theoretical part gives the definition of the sexuality in advertisement and presents its classification, explains the concept in framework of the social constructionism theory of Peter L. Berger and Thomas Luckmann and also deals with ethical issues of sexuality in advertising, its current condition and effectiveness of use of sexuality in advertisement. The research strives to answer the questions about the way the sexuality is presented in advertising and how frequently it is used in it. Selected printed advertisements are the subjects to the descriptive analysis, which is used to define the character of sexual behavior and the type of a sexual presentation of women, which appear in advertisements most often. This thesis reflects the concept of sexuality in advertisement both in terms of marketing and in the broader socio-cultural context.
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