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Perception of newsworthiness values amongfemale journalists and female public relations officers
Záveská, Dominika ; Vochocová, Lenka (advisor) ; Hejlová, Denisa (referee)
Diploma thesis 'The Perception of News Values among Female Journalists and Female Public Relations Workers' is concerned with the relationship between gender and news values. It compiles theoretical basis for the analysis. Using qualitative and quantitative methods aims to examine the perception of news values and the process of news selection among female journalists and public relations workers. It reveals, whether there are some differences between these two groups, what kind of differences it is, and what the reasons that underlie them are. Some researchers assume that there are differences in the personal value system of these women - female news workers are considered to have a more masculine perspective and qualities tied mostly with men (maybe as a result of professional socialization, or as personal characteristics). The first part of research contains of a questionnaire survey, which examines some demographic and professional characteristics, as well as the evaluation of news values and topics. The quantitative analysis of its results indicates some mild differences in characteristics and in the evaluation as well. Some differences could be understood as approval to the above mentioned assumption. Other could be linked to different nature of both professions. Another finding is that...
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Magazines for women today: a shop-window of consumerism?
Študencová, Andrea ; Vochocová, Lenka (advisor) ; Hejlová, Denisa (referee)
The graduation thesis Magazines for women today: a shop-window of consumerism? focuses on analysis of editorials in periodicals Blesk pro ženy and ELLE. I analyzed the year 2009 by using qualitative content analysis. In this thesis I am trying to find out how much these editorials are engaged in consumerism and how much they are appealing to the consumer life style. I was also interested in values connected with consumerism and in the ways the consumer life style is being tied in the editorials. By using semiotic theories, sociology and critical media studies literature I am decoding that the pleasurable images and editorials are primarily rooted in the economic system of consumer goods distribution. This thesis is devoted to anyone who is interested in women's magazines and their economic background.
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Nike as an iconic brand between the years 2001 and 2005
Houzarová, Zuzana ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
This thesis closely looks at the phenomenon of iconic brands. The behaviour of iconic brands in general and explanation of their success on the market can be applied on the example of Nike - producer of sports goods and the leader in this product category on the global market. For the purpose of this thesis, selected elements of Nike's iconic behaviour arc demonstrated on TV spots. The criteria for TV spot selection was their success at the International advertising festival in Cannes. In the theoretical part, the concept of iconic brands is explained - cultural icons are exemplary symbols that people accept as a shorthand to represent important ideas. A brief description of the history ofNike from it's beginnings to today follows. In the next chapter I analyse the corporate design of Nike as it appears in TV spots and the way in which the brand deals with it. In this chapter I concentrate on the shape of the logo, the name of the brand, typography, slogan and logo colour. It turns out that the basic building block ofNike's corporate design is the logo (swoosh), whereas the unity of the rest of the elements of the corporate design arc not preserved and are constantly changing. A large part of the thesis is devoted to the story - identity myth that Nike offers its consumers. This myth is based on the belief...
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Culture-based aspect of Hyundai's communication in Czech Republic
Hajzlerová, Jana ; Halada, Jan (referee) ; Hejlová, Denisa (advisor)
This thesis aspires to introduce the question of cultural influence on forms and character of marketing communication. It explains the main approaches to intercultural marketing and more closely looks at Hofstede's theory of cultural dimensions. With regards to the specifics of Korean society, marketing communication of Hyundai in the Czech Republic is introduced based on this theoretical background. Attention is paid especially to the communication style of Hyundai as recognized in PR and CSR tools. The outcome of this thesis is an explanation of marginalized culture-based aspects of Hyundai's communication and a general evaluation of the company's adaptation process in a culturally different environment.
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Metaphor and personification as tool of marketing communication
Bereckeiová, Michaela ; Hejlová, Denisa (referee) ; Šoltys, Otakar (advisor)
Bachelor thesis is focused on evaluation of specific linguistic instruments - metaphor and personification in marketing communication. The first part deals with the rhetoric figures of speech from the linguistic point of view and their use in everyday speech as well as in advertising. The second part discusses real examples of metaphor and personification in advertisements and specifics of financial services communication. Further in the text there is an analysis of concrete Komerční banka's campaing "Bankovní produkty s lidskou tváří" in terms of use metaphors and personification. The aim of the last part is to evaluate effectiveness of that campaign.
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Press trips as tool of PR communication of tourism
Vančurová, Hana ; Hejlová, Denisa (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "Press trips as a tool of PR communication of tourism" deals with problematic of press trips, specially from tourism industry. The thesis starts with a generalized theory of communication. Then shows how they are related to more concrete areas as marketing and public relations. At the end thesis puts all in the context of tourism, describing the position where press trips takes place and also regularities of this conclusion. The practical part forms the analysis of the article, which is a result of author's participation on the press trip to Lisbon and surrounding area.
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