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Marketing communications of the brand Dermacol on the Czech market in the years 2010-2012
Krulišová, Eva ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis describes the marketing communications of the Czech cosmetics brand Dermacol from 2010 to 2012. The author provides information about the brand itself and its proprietor, the company named Dermacol, plc. The work also deals with the market positioning of the brand and analyses its main and secondary competitors. The next part of the thesis includes description of the brand's marketing mix, generally known as the so-called 4Ps (product, price, place and promotion). It pays close attention to the communication mix, including the print advertisements, forms of direct marketing (electronic newsletters), sales promotion techniques (discounts, gifts, samples, competitions, loyalty programs etc.), public relations (especially media relations, sponsorship and donorship), trade fairs and exhibitions or on-line communication (official web sites, communication via Facebook and on-line WOM). The final part of the thesis focuses on the linguistic analysis of the chosen print ads, which appeared in the relevant media such as women magazines in the period 2010 to 2012. The analysis primarily aims at the verbal and nonverbal aspects of communication.
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Kinguistic analyse of headlines in daily papers Hospodářské noviny and Blesk
Gajdušková, Tereza ; Kraus, Jiří (advisor) ; Klabíková Rábová, Tereza (referee)
The diploma thesis "The linguistic analysis of headlines in daily papers Hospodářské noviny and Blesk" deals with the analysis of headlines in articles that include the commentary genre, specifically in Hospodářské noviny and Blesk. In this work, there is analyzed the form of headlines, how they are set up, and how they relate to the content of the message. The thesis consists of theoretical and analytical parts. The theoretical parts describe the analyzed material, the method of linguistic analysis is described there and also the characteristic of headlines. It is followed by analysis which is divided into two parts. In the first part, there is observed the difference of using the types of sentences and also the kinds of modality in the headlines of observed daily papers and the second part of analysis studies the general headlines and the occurrence of metaphorical expression. It analyses occurring cases of metaphor, metonymy, personification and paraphrase and compares, if there are some differences between the daily papers in observing phenomena. The premise is that the type of tabloid newspaper has a higher proportion of headlines including the metaphorical expression. There are analyzed also 10 year-old headlines of these daily papers, for the comparison, if the daily papers differ only among...
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Reading comprehension as a prerequisite for successful strategy of word problems solving in mathematics
Sigmundová, Alena ; Šmejkalová, Martina (advisor) ; Novotná, Jarmila (referee) ; Klimovič, Martin (referee)
Reading comprehension as a prerequisite for successful strategy of word problems solving in mathematics DISSERTATION Mgr. Alena Sigmundová ABSTRACT The dissertation describes the results of an interdisciplinary research study examining the linguistic aspects of word problems in mathematics and the connection between comprehension of the text of word problems and the success of their solution. In the introduction the research is set into the framework of theoretical bases: the term word problem in mathematics and the concept of reading comprehension, including factors influencing the understanding of the text are characterized and the results of previous research studies are described. Subsequently the work presents a methodology, course and results of testing of pupils in three pilot studies and in the main survey and the conclusions from the semi-structured interviews. The research is based on the linguistic analysis of 18 word problems with low solution success, taken from international research surveys PISA 2012 and TIMSS 2007, as well as on the level of comprehension of the text of these tasks in the 8th and 9th grade primary schools, modifying selected language phenomena and detecting the effect of these reformulations. 773 pupils from 13 elementary schools participated in the research. The study...
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Marketing Communication of Safety Line Association in 2013: linguistic Analysis of campaigns
Kudrnová, Blanka ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The bachelor thesis Marketing Communication of Safety Line 2013: Linguistic Analysis of Campaign deals with the marketing activities of the Safety Line Association, and puts them into context of non-profit sector. It is focused mainly on year 2013. It analyses also its communication in general linguistic way. Safety Line, as a non-profit organization provides its services primarily by active fundraising, which covers approximately 70 % of the cost. Due to the nature of the services it provides, most of incomes are spent on operations. Against its donors Safety Line Association must defend the fact that unlike foundations and endowment funds with which it is often confused, does not contribute to a specific project, but consumes the money itself. Due to the strict observance of the principle of anonymity Safety Line also can not point to specific issues it deals with. The aim of the work is to analyze the activities in which the Safety Line Association handles with these problems.
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In-Store Marketing of Bageterie Boulevard in the Second Half of the Year 2012 Accenting the Linguistic Component of Communication
Machová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis describes in-store marketing activities of the czech fast food restaurant chain Bageterie Boulevard. It highlights linguistic aspects of these activities. The thesis deals with a description of used in-store marketing tools during 2014 and the first quarter of 2015 in three chosen Bageterie Boulevard restaurants in Prague. After a short introduction of the company a first part introduces a reader to the problematics of in-store marketing and the problematics of advertising texts. It chooses specific tools and instruments and also sets a theoretic framework for a further description in a second part of the thesis. It looks for basic specifics of fast food restaurants in-store marketing. The second part of the thesis includes a descriptive analysis of chosen aspects itself. It describes a presence and a form of both long and short-term in-store marketing instruments and also written and spoken messages in visible parts of point of sale. Within verbal communication it highlights interesting linguistic components. The thesis also notices differences in store atmosphere within the chosen restaurants.
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The use and function of persuasive language techniques in women's magazines
Hrabáková, Anna ; Kraus, Jiří (advisor) ; Šoltys, Otakar (referee)
This thesis deals with persuasion and its means in the field of contemporary journalistic texts - women's magazines. By employing the approaches of critical analysis of discourse, it analyses selected verbal means, used for persuasive writing. Women's magazine "Žena a život" volumes 2010/13 are used as a case study example. The first theoretical part of this thesis deals with persuasion in terms of psychological communication of sociological and media studies. An analysis follows of women's magazines market in the Czech Republic and the specifics of women's and lifestyle magazines. In the practical part, by using 48 different samples of "žena a život" magazines editorials, women's magazines language is analysed. The thesis focuses on selected verbal means of persuasion and it analyses their usage and function in the text. Simultaneously the thesis focuses on editorials in term of thematic contents and examines how women's world is constructed and presented by the medium of editorials. Powered by TCPDF (www.tcpdf.org)
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Linguistic Analysis of the Jananas Band's Lyrics
Botková, Anna ; Adam, Robert (advisor) ; Hirschová, Milada (referee)
This bachelor's thesis aims to analyze the lyrics of the music group Jananas mainly from a linguistic point of view. In the theoretical part of this thesis it clarifies the view of the researched language material - song lyrics. Music and speech are undoubtedly related. In the beginning, we will look at this relationship between music and language, but we will also present some findings that make music and speech completely different. We will also describe the relationship between poems and songs. The boundary between these genres is relatively thin, so we will try to define their differences. We will specify the inclusion of song lyrics in the sphere of communication, and we will also include these lyrics in the functional style. We will look at the songs partly from the point of view of musicology. We will define their musical genre and briefly summarize the history of the development of this genre in the Czech Republic. We will introduce the music group Jananas in more detail. In the practical part, selected lyrics from two albums released by the Jananas music group will be subjected to linguistic analysis. We will focus on the phonetic-phonological side, the morphological side, the lexicon, the syntactic side, and also on the textual construction of individual song lyrics. The lyrics will also...
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Reading comprehension as a prerequisite for successful strategy of woid problems solving in mathematics
Sigmundová, Alena
Reading comprehension as a prerequisite for successful strategy of word problems solving in mathematics DISSERTATION Mgr. Alena Sigmundová ABSTRACT The dissertation describes the results of an interdisciplinary research study examining the linguistic aspects of word problems in mathematics and the connection between comprehension of the text of word problems and the success of their solution. In the introduction the research is set into the framework of theoretical bases: the term word problem in mathematics and the concept of reading comprehension, including factors influencing the understanding of the text are characterized and the results of previous research studies are described. Subsequently the work presents a methodology, course and results of testing of pupils in three pilot studies and in the main survey and the conclusions from the semi-structured interviews. The research is based on the linguistic analysis of 18 word problems with low solution success, taken from international research surveys PISA 2012 and TIMSS 2007, as well as on the level of comprehension of the text of these tasks in the 8th and 9th grade primary schools, modifying selected language phenomena and detecting the effect of these reformulations. 773 pupils from 13 elementary schools participated in the research. The study...
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Discourse Analysis of Selected Czech Food Blogs
Blahnová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Zábrodská, Kristina (referee)
The diploma thesis deals with the characteristics of the discourse of selected Czech food blogs. On the one hand the food blogs, which are considered here as part of the media content, have common features with other culinary discourses, on the other hand they have their specifics, which are given mainly by their multimodal nature. The theoretical part therefore introduces the culinary discourse, as well as the phenomenon of blogging, which was made possible with the advent of the Internet and web services. The thesis then presents a brief food blogs history and previous foreign research, that dealt with the characteristics of the food blogs language. Qualitative analysis of discourse, which was used for the food blogs analysis in the research part of the thesis, focuses on common language and formal features of food blogs, discourses of individual authors and the most common topics that food blogs contain. The research material was selected based on the results of the last year of the Food blog roku competition. These are contributions from three popular Czech food blogs, which were published on blogs in the first half of 2019. These contributions were subjected to an in-depth analysis, the results of which are subsequently presented in the thesis.
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