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Idioms in Advertising
Helcmanovská, Veronika ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The diploma thesis deals with the text-forming and pragmatic potential of phraseological units in advertising. The aim is to document the phraseological apparatus within the Czech and Slovak advertising space from 2017 to 2019. The theoretical basis of the work are the concepts of two dimensions of phraseology - forms and faces of the idioms, linguistic actualization and linguistic picture of the world. In the practical part, idioms in selected Czech and Slovak advertising communications are interpreted by a descriptive and comparative method through a qualitative analysis. The anthropocentric orientation of phraseology and the linguistic image of the world is confirmed, as well as the thesis about the dominance of somatic components in phraseological units (life and phraseological universals). Idioms, linguistic peculiarities, an aestheticizing factor with a charge of expressiveness, an attractive function and the ability to evoke a persuasive effect, have proven to be productive and effective means of expression of advertising messages that can present any message (social, economical, ecological, educational or cultural) in an understandable, entertaining and attractive way, helping to meet the basic requirements of advertising.
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Marketing Communication within the Czech eSports Scene
Pokorný, Ladislav ; Klabíková Rábová, Tereza (advisor) ; Báča, Ladislav (referee)
The thesis deals with the phenomenon of electronic sports in the Czech Republic and examines how the participants of the Czech esports scene use marketing and communication tools. The theoreticalpartdefinesthe term computergame,esportsand explainsthe principle of an esports scene on the example of a specific game. The subsequent chapter then describes the theoretical foundations of marketing, which are studied further in the thesis. The practical part first introduces the local esports scene, its history, and participants, and then describes the communication activities used by these participants. Based on the interviews and analysis, it was found that the marketing communication of the participants of the local scene is on a professional level and corresponds to international standards.
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Marketing Communication of Dejvice theatre from 2010 to 2020
Procházka, Jiří ; Ježková, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis is focusing on development of the marketing communication of Dejvické divadlo between 2010 and 2020 and factors influencing audience motivation to visit this theatre. Specificaly it is focused on six media titles - the recording of production of Teremin, movies Díra u Hanušovic and Kvarteto and series Čtvrtá hvězda, Dabing Street and Zkáza Dejvického divadla. Theoretical part describes historical context of existence and functioning of Dejvické divadlo and defines marketing methods used in art marketing and theatre marketing based on the literature. Practical part analyses marketing tools and methods used by Dejvické divadlo during examined period and presents results of quantitative research focused on image perception of Dejvické divadlo and possible influence of mentioned media projects, which members of art ensemble of Dejvické divadlo participated on.
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Creation of marketing strategy of atelier A8000
Krupauerová, Karolína ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the topic of strategic marketing applied in the field of architecture. Based on literature research, the theoretical part describes the definition and history of the concept of strategic marketing. Additionally, this thesis explains what steps need to be taken to formulate a marketing strategy and, also, shows what comes after the formulation of a marketing strategy. Every part of the creation of marketing strategy is then described in detail starting with a situation analysis. The situation analysis is based on evaluating external and internal factors. Firstly, as a part of the external analysis, all factors of the SLEPTE analysis are introduced and then, secondly, the thesis depicts Porter's five forces analysis. Subsequently, SWOT analysis is defined completing the situation analysis by also describing the internal aspects that might affect the company. Eventually, the theoretical part of the bachelor thesis clarifies the concept of segmentation, targeting, and positioning and presents a theoretical frame of the possible strategies to be used in the practical part. The practical part of the bachelor thesis focuses on using the theoretical knowledge in practice on a case of an architectonic studio A8000. Initially, the company is introduced and, after that, with...
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Linguistic tools of propaganda in the daily Rudé právo during the first anniversary of the Warsaw Pact invasion of Czechoslovakia
Vašatová, Anna ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
Using the method of critical discourse analysis, the work examines which tools of linguistic propaganda were used in selected issues of the daily Rudé právo from the second half of the year 1969. The theoretical section describes the theory of propaganda and linguistic tools of propaganda, which tend to be used the most frequently. A significant part of the work deals with socialist ideology and symbolism and is based primarily on essays by Vladimír Macura, the expert on the given topic. The primary purpose of this work is to detect and subsequently interpret elements of propaganda language in articles from the daily Rudé právo and also to assess whether linguistic practices have evolved during the year 1969.
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Marketing and Communication strategy for Pivovary Staropramen beer brands portfolio over the years 2018-2019
Beitl, Martin ; Klabíková Rábová, Tereza (advisor) ; Koblovský, Petr (referee)
The subject matter of this bachelor's thesis deals with marketing communication of selected brands from the portfolio of Pivovary Staropramen s.r.o. - Staropramen, Braník, Stella Artois and Staropramen Cool. The first part is explaining of the theoretical framework, which focuses on defining basic concepts such as brand, marketing communication, marketing mix and communication mix. I will introduce the company Pivovary Staropramen and its history. In the practical part, I will analyze the positioning, target groups and marketing mix of selected beer brands from the company portfolio and conduct research that will show what customers think about each brand and what knowledge they have about them.
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The effect of storytelling in advertising demonstrated on selected christmas commercial spots
Jechová, Zuzana ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The topic of this bachelor thesis is the impact of storytelling and its characteristics in TV advertising on Czech consumers, demonstrated on four examples of Christmas TV adverts. The chosen TV commercials were created in the Czech Republic, they were selected to eliminate the language barrier. The thesis follows foreign researches of viewer attitudes towards the stories in advertising, which contain the emotional appeal and extends this kind of research to the Czech environment. The aim of this paper is to examine the ways how Czech consumers feel about this type of brand communication, whether the age is an important factor in those attitudes and whether are consumers able to connect the story of an advert with the stated brand. The practical part of this thesis focuses on a qualitative questionnaire, designed in the form of interviews with twelve respondents. These respondents were divided into three groups according to their age to examine, whether the age plays an important role in the attitude towards the shown advert. The interview was based on four specific Czech TV Christmas adverts, which were shown to each respondent right at the beginning of an interview. The result of this research is the closer look to the reasons of the consumer attitudes towards the usage of storytelling in...
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Perception of patriotism in food advertising among Czechs and French people
Zadražil, Ondřej ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis entitled Perception of patriotism in food advertising among Czechs and French people deals with the importance of patriotism in marketing communication. The main goal of this work is to examine how important the role of patriotism in the choice of food is for Czechs and French people, and to find out what influence patriotism has on their shopping behavior. The work consists of three parts - theoretical, methodological, and practical. The theoretical part deals with the issue of national culture and patriotism. Subsequently, the characteristics of Czech and French culture and how cultural differences can be used in advertising are presented. In the third chapter, the theoretical part describes the specifics of food advertising, which demonstrates the examples of selected advertising leaflets. Finally, the theoretical part presents the issue of the involvement of patriotism in advertising with emphasis on its use in the age of globalization. The methodological part, in which the research design is presented, is followed by the practical part itself, which describes the course and evaluation of the quantitative questionnaire experiment. It aims to reveal the effect of the involvement of patriotic motives in the advertising leaflet on respondents' shopping preferences. The...
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