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Media representation of beauty and health in drugstore advertising campaigns: an analysis of marketing campaigns of drugstore companies on the Czech market
Palyzová, Markéta ; Moravcová, Hana (advisor) ; Ortová, Nina (referee)
This thesis focuses on the analysis of the media representation of beauty and health in the advertising campaigns of the three largest drugstore players on the Czech market - dm drogerie-markt, ROSSMANN and Teta. Through a series of structured focus groups, I gathered qualitative data from three generational groups (Generation X, Generation Y and Generation Z) to describe how the advertising campaigns of Czech drugstores influence consumers' attitudes and perceptions of beauty and health and their purchasing behaviour. This topic is not elaborated in detail in the Czech retail and drugstore market. The treatment of this topic provides a new perspective on how drug companies communicate with their target audience and shape their perception of beauty and health. The first part of the thesis is devoted to the theoretical background and historical context of the drugstores dm drogerie markt, ROSSMANN and Teta. The practical part of the thesis is devoted to the research methodology, the focus groups themselves and then the presentation of the results and their summary. The results of the conducted research show that two dominant images and ideals of beauty prevail in the advertising campaigns of Czech drug companies. One is the focus on physical beauty, perfect appearance and idealised images of beauty....
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Insects as a model group of organisms for the research of knowledge about and attitudes to invertebrate animals
Jelínek, Filip ; Mourek, Jan (advisor) ; Janšta, Petr (referee)
This thesis is a literature review that aims to process the available literature on attitudes towards insects, knowledge about insects and the ways in which the perception of insects by humans can be influenced. In the chapters focused on attitudes towards insects, I show how the emotions of disgust and fear lead to negative views of insects and, conversely, how the perception of their beauty and importance promotes positive views of insects. In the knowledge section, I show how people confuse true information about insects with myths, inaccurately distinguishing between what is an insect and what is not, which insects are dangerous and which are not. In the last chapters, I present the literature that deals with the ways in which attitudes towards insects and knowledge about insects can be influenced. I deal with the effect of urbanization, experiential educational programs and the picture of insects in human culture, namely in language, poetry, fictional literature and fine arts
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Transcendental aspects of architectural design as factors of sustainability
Volnohradský, Radan ; Peřinková, Martina (referee) ; Loutocká, Vlasta (referee) ; Uřídilová, Marcela (referee) ; Urbášková, Hana (advisor)
This thesis deals with complex processes, relationships and phenomena which go beyond the assumed and accepted materialistic perception of the world in general and the process of architectural design specifically. It clarifies and actually redefine the sustainability from a point of higher universal principles forming our environment. At the beginning this thesis presents an extensive knowledge base of existing holistic design systems including Feng-shui, sacred geometry, geomancy or numerology. The purpose is to build and establish a solid foundation for understanding and further research as well as objectively interpreting lesser known topics as a whole. On the basis of intersecting information through the above mentioned topics we specify the hypothesis which proposes the pre-existence of one unifying design matrix of harmonic structures in architecture. The structure of its verification takes us from an analysis of the science of human perception to systems of self-similar contextual references of animated and inanimated forms. These systems of emergent form and flow are basically known as fractals, and could be expressed in both mathematical and geometrical languages. The thesis research then consists of analysing chosen examples of urban and architectural scale in sense of fractality, symbolism and geometrical matrices. We include and integrate the research of associated and relevant phenomena in pedagogical practice, and a case study of the application of fractals in development of a chosen town. From the results of this thesis we abstract five non-dogmatic guidelines or tenets for architectural design; which are supported by experimental verification on some of the author´s buildings. These tenets stand as pillars of implosive architecture. This kind of architecture in context of transcendental overlaps means a possibility of how to bring our anthropogenic environment closer to the natural and harmonic code of the Universe.
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METAPHYSICAL STORIES
Dvořák, Vojtěch ; Písařík, Petr (referee) ; Rathouský, Luděk (advisor)
The work entitled "Metaphysical stories" relates to the personal perception and experience of the outside world and oneself, as well as to the perception of painting and picture. The concept of metaphyisics is borrowed from philosophy precisely for its thematization of human existence. The narrative presents a stream of expressions intended for sharing, communication, entertainment and learning. The bachelor thesis consists of a series of oil paintings on canvas. These are abstract paintings in which I examine the shape, color and subject matter of the painting. Imaginative scenes devoid of figures and perspectives. The aim is to open up as much space as possible to unlimited expression.
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Roman spa and sauna world
Olšáková, Pavla ; Velička, Jaroslav (referee) ; Dýr, Petr (advisor)
The specified location for the design is located in the street Hády near the former quarries -Hády and Růženin lom. The place is surrounded by suburban recreational greenery and has sufficient accessibility. On a dedicated site is considered new and existing applications. The new use of the buildings includes a water park and Roman bath and the sauna world. The building of the Roman bath and sauna world will contain, in addition to the main operations also ancillary services and hydrotherapy treatments. The object is oriented at the southern edge of the land between the parking lot and the building of the Aqua Park. The object is designed as a three-storey with basement (1S), 1st floor (1NP) and 2nd floor (2NP). Mass solution is the arc plan. The input section is designed as a contiguous solid mass. The rear part is then designed as two separate halls. From the perspective of the construction is a reinforced concrete skeleton. Surface materials are plaster with metallic paint, glass and wood.
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Emotions and aesthetic preferences evoked by animals in the context of nature conservation
Janovcová, Markéta
People have always seen animals as an important part of their lives. As a result of human activity and other factors, an increasing number of species are becoming endangered. Recently, nature conservation has become increasingly important, but conservation activities cannot do without public support, not only financial. For this reason, it is necessary to understand how people perceive animals and what implications this may have for planning conservation programmes. In this paper, we focused on positive perceptions of animals ascertained through aesthetic preferences (the beauty of the animal) and negative perception through emotions (fear and disgust). It was found that the beauty of the animal and attributed dangerousness have a decisive influence on the support of conservation activities in the preferred group of mammals, while body size and attributed intelligence do not. In contrast, reptiles are an often neglected group of vertebrates, yet they are perceived by humans quite consistently. Humans distinguish reptiles on the basis of external appearance, namely the presence of limbs. Thus, there is a separate group of legless reptiles represented mainly by snakes and legless lizards (e.g. Amphisbaenia), which have their own rules for evaluating beauty and emotions. As it was found in the...
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Emotions and aesthetic preferences evoked by animals in the context of nature conservation
Janovcová, Markéta ; Landová, Eva (advisor) ; Stibral, Karel (referee) ; Prokop, Pavol (referee)
People have always seen animals as an important part of their lives. As a result of human activity and other factors, an increasing number of species are becoming endangered. Recently, nature conservation has become increasingly important, but conservation activities cannot do without public support, not only financial. For this reason, it is necessary to understand how people perceive animals and what implications this may have for planning conservation programmes. In this paper, we focused on positive perceptions of animals ascertained through aesthetic preferences (the beauty of the animal) and negative perception through emotions (fear and disgust). It was found that the beauty of the animal and attributed dangerousness have a decisive influence on the support of conservation activities in the preferred group of mammals, while body size and attributed intelligence do not. In contrast, reptiles are an often neglected group of vertebrates, yet they are perceived by humans quite consistently. Humans distinguish reptiles on the basis of external appearance, namely the presence of limbs. Thus, there is a separate group of legless reptiles represented mainly by snakes and legless lizards (e.g. Amphisbaenia), which have their own rules for evaluating beauty and emotions. As it was found in the...
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Aesthetic and emotional evaluation of butterflies and moths (Lepidoptera) and its implications
Končická, Anna ; Frynta, Daniel (advisor) ; Sedláček, František (referee)
Animals play a significant role in human societies. As significant psychological stimuli, they evoke not only positive but also negative emotions. Human efforts on animal conservation are directly linked to the way in which those animals are aesthetically percieved. This master's thesis is focused on the aesthetic and emotional evaluation of butterflies and moths, using a method of ranking visual stimuli and scoring on a point scale. The aim of this thesis is both to compare various methods of beauty evaluation among a group Lepidoptera and to analyze the influence of butterflies' position on presented stimuli on the resulting beauty evaluations. Furthermore, this thesis focuses on negative emotions (disgust) evoked by butterflies and moths. Last but not least, the influence of morphological and color characteristics of butterflies and moths on beauty evaluations is analyzed. The characteristics and attitudes of respondents are also analyzed as a possible influential factor of the evaluation. It was found that all investigated testing methods could be used to evaluate the beauty of butterflies and moths and that they produced similar results. It was also found that wing positions of butterflies and moths have a particularly notable effect on their beauty evaluations, especially for certain species....
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