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Children in magazines for parents in 2013
Fišer, Ondřej ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The main aim of the diploma thesis is to describe the way that magazines for parents communicate with their readers and to identify the role of the representation of children. A selection of articles representing both commercial and noncommercial communication is analyzed using the method of semiotic analysis. The introductory part of the thesis, briefly presenting the history of media research, is followed by a section describing the way that motherhood and the status of a child has been perceived throughout history, with special attention to the influence of Christianity. Following chapters focus on the changes of the social role of women that enabled the rise of women's periodicals, both in the USA, Europe and also in the Czech lands. The part dedicated to legislation introduces the most significant legal definitions of children and childhood in relation to media. The analytical part of the thesis is preceded by a brief characterization of the selected magazines and an explanation of the method of semiotic analysis. The analysis results in the description of meaning bearing elements of the individual pieces of information which are placed in a wider social context. The summary offers a review of the most significant findings relating to the communication of periodicals with their readers, the...
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Advertisements against advertising. Subvertising in the Czech Republic and abroad
Dolečková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The Bachelor's thesis "Advertisements against Advertising. Subvertising in the Czech Republic and Abroad." deals with the phenomenon of subvertising, which originated from the needs of artists to react to the content and number of advertising messages surrounding us on a daily basis. The thesis sets the phenomenon into cultural-historical context and describes the development of art criticism. It also includes new marketing movements that stem from subvertising. Principally, the thesis focuses on the relationship of art and marketing, whose margins are currently being exceeded. Based on the theoretical findings, the practical part of the thesis analyses selected artists and introduces important manifestations of subvertising. For the description of the artistic interventions, it uses the method of a case study and comparative analysis. At its beginning, the thesis presents four world groups which unify artists and which brought forth subvertising. The next part deals with the context of foreign artistic production and introduces six subvertisers, including several lesser-known figures. The second half of the thesis contains case studies analysing the artistic production in the Czech Republic, and comparative analyses which compare the Czech production with the attacks of foreign artists. The...
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Printed fashion magazines in the digital era demonstrated on Czech mutations of magazines ELLE and Harper's Bazaar
Pflegerová, Nikola ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
The focus of this diploma thesis is the development and change in printed media. It is aimed at fashion periodicals from their beginning to present time. Czech mutations of ELLE and Harper's Bazaar were chosen as specific examples. The thesis is divided into several independent sections. In the first one, terms and theoretical solutions are defined and later further examined. The theory of parasocial interaction is used to view the chosen media as if they were individuals able to establish relationships with their readers through social media. Media are also assessed as a constituent of an industry field, in which rivalries take place and therefore it is necessary to adjust to the changing technological environment. Next part of the thesis is an attempt to describe the development of fashion magazines with an extra focus on visual transformation as well as on the change of communication strategies towards readers. Situation abroad and in the Czech Republic is detailed. In the practical section, there is an attempt at answering the research question, what are the communication options and how are they used in the traditional printed fashion magazines in the online setting. This part is based on quality and quantity methods such as questionnaires, elite interview, descriptive analysis of web pages...
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Comparative analysis of communication of politics in Otázky Václava Moravce
Petrů, Lukáš ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The aim of this work is analyzed using qualitative analysis, complemented by case study method of communication selected politicians. Within the specified period, were selected speakers (Milos Zeman and Bohuslav Sobotka) and selected specific dialogues. Due to the absence of publicly available transcripts of interviews was conducted without using literal transcription techniques detailed evaluation. Was described the context of the time, including the characteristics of the speakers. The theoretical part was further characterized the program Questions of Vaclav Moravec including his discourse. There were explaining the difference between discussion and debate in relation to issues of Vaclav Moravec. The methods used were placed in the context of qualitative research and explained their validity. Communication methods are described by way of comparison argumentative testimony and linguistic resources between the two speakers. They describe the kinds of good, but also erroneous arguments. A communication strategy was explained in terms of humor, opinions and attitudes, using parasitic words, expressive and abusive terms, slips of the tongue, foreign and technical terms, syntax errors.
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The analysis of nonverbal communication of the commercials from Paulus and Ihnačák's Lidl campaign
Štemproková, Petra ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis is an analysis of a nonverbal communication demonstrated on specified TV commercials from campaign Paulus vs. Ihnačák made by company Lidl Czech Republic. This analysis uses TV spots of Lidl company accesible for public on a social network YouTube, channel LidlCeskaRepublika. Analyzed TV spots were chosen from different phases of the campaign from a certain period from 17.9.2013 to 1.5.2015. It is an analysis of a nonverbal communication and its components aplicated on an audiovisual marketing material. The work itself put in context nonverbal communication as an academic discipline, a methodology of the analysis, which is based on a methodology from semiotic analysis, application of this analysis on chosen TV spots and in the end propose other possibilites for an application of this analysis in marketing communication and public relations. Main objectives of this work is to apply practical knowledge from nonverbal communication discipline to analysis of TV spots and to decode possible significance of particular signs. Another goal is via this analysis show possibilities how to use this analysis in marketing communication and public relations discipline. I have found two possibilities to use it during planning process of a TV spot. First option lies in a phase before...
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The Use of Selected Social Sites in Marketing of Prague Restaurants
Gregorová, Leona ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis deals with the phenomenon of social sites and their use in restaurant marketing. It focuses on the description of opportunities, which individual social sites Facebook, Twitter and Instagram offer for the restaurant promotion. The main part of this work is quantitative research amongst Prague restaurants. The goal of the analysis is to find out, how is the phenomenon spread amongst them, which sites they use and how effectively. There were used methods of description, comparison and quantitative content analysis in the work. Research found out that this phenomenon is spread only in the case of Facebook, which most of the restaurants can't manage effectively. Main contribution of this work is proposal part, where are described steps to effective communication on social sites.
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Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising
Veličková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
Bachelor thesis Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising describes what forms of media presentation company Coca-Cola Hellenic Bottling Company Česká republika, s. r. o. chose for its brand Fanta during the period between years 2010-2015. Further it is focused on Fanta soft drink television advertisement in particular. In the beginning of the thesis the history of the company and the Fanta soft drink are described. Following part is dedicated to marketing area and the way how the beverage products should be communicated to customers to be effective. The chapter Media is focused on media communication and media mix specifics that should be always taken into account by soft drink beverage companies during the consideration process about media and the way of communication for the target group. The next part is about the way how to analyze media putting the emphasis on the media content analysis. The thesis also explains vital terms related to semiotics (such are code or sign). In the second part of the text there are explained results of brand survey that is created by the third part for the company on regular basis giving them a comparison with competitors. The last part is dedicated to semiotic analysis of television advertisement and profound description of...
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Use of lingustic ambiguity in sexist advertising demonstrated on works from the competition Sexistické prasátečko
Nápravníková Kořanová, Johana ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with double entendre in sexist advertising. Sexist advertising uses many vehicles of expression and linguistic phenomena but double entendre seems to be one of the most favourite ones. This thesis aims to analyze the vehicles of expression (both textual and visual) that lead to and permit perceiving the sexual meanings in sexist adverts. The introduction part discusses the theory of the vehicles of expression, deals with intertextuality and pragmatic aspects of adverts. The second part focuses on sexism, the nature of sexual information present in adverts, perception and effectiveness of those information. It also outlines the most frequent vehicles of expression in sexist ads and its ethics. The author then defines in details two vehicles - contextualization of text and image and double entendre. We take semiotic and semantic approach to them. The last section applies all the theoretical findings on particular adverts from the competition Sexistické prasátečko (The sexist little pig).
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