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The effect of fear in marketing communication
Neumannová, Barbora ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of emotion in advertising, particularly with the emotion of fear and its effect of persuasion when it's used in marketing communication. The thesis consists of two parts - theoretical and practical. theoretical part includes the theory of the role of emotions in advertising and the advantages and disadvantages that go with that. It also describes the fear and how it can be used in marketing communication. The theoretical part is also focused on the Regulatory focus theory and the term Regulatory fit. The practical part involves the experiment which examines the effect of fear emotion in marketing communication and the persuasion of messages. One part of the experiment is measuring the regulatory focus of the participants and the links between their focus and framed messages. In this experiment the results do not confirm higher persuasion of marketing communication containing emotion of fear and there were no significant statistical relationships between regulatory focus of participants and the evaluation of persuasion of marketing messages in the same frame.
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The Mystery of the Woman and the Beast: Rhetorical-Narrative Analysis of Revelation 17:1 - 18
Schejbal, Michal ; Lukeš, Jiří (advisor)
The Mystery of the Woman and the Beast Rhetorical-Narrative Analysis of Revelation 17:1-18 This diploma thesis called "The Mystery of the Woman and the Beast" seeks to unveil the mysterious message of Revelation 17:1-18 by applying the rhetorical-narrative analysis to the text. This analysis entails a specific methodology drawn from the synthesis of both rhetorical and narrative criticism with special regard to persuasive features. The conception of the thesis is based on understanding the message of the text in its own right communicated primarily to its own implicit audience distancing itself from premature theologizing often done especially when dealing with the book of Revelation. Due to the narrative focus of the thesis, considerable space is devoted to analyzing apocalyptic literary tradition and literary aspects of the book itself. Attention is paid to the origin of the apocalyptic tradition as well as the nature of its genre together with its specific motifs and function. The book of Revelation is seen as a part of long-developing apocalyptic tradition sharing some common traits while still being original in its own right. The unique qualities of Revelation are then fully explored in the following chapter. Of particular importance are the genre, imagery, intertextuality, and structure of the book....
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The Mystery of the Woman and the Beast: Rhetorical-Narrative Analysis of Revelation 17:1 - 18
Schejbal, Michal ; Lukeš, Jiří (advisor) ; Pavlík, Jiří (referee)
The Mystery of the Woman and the Beast Rhetorical-Narrative Analysis of Revelation 17:1-18 This diploma thesis called "The Mystery of the Woman and the Beast" seeks to unveil the mysterious message of Revelation 17:1-18 by applying the rhetorical-narrative analysis to the text. This analysis entails a specific methodology drawn from the synthesis of both rhetorical and narrative criticism with special regard to persuasive features. The conception of the thesis is based on understanding the message of the text in its own right communicated primarily to its own implicit audience distancing itself from premature theologizing often done especially when dealing with the book of Revelation. Due to the narrative focus of the thesis, considerable space is devoted to analyzing apocalyptic literary tradition and literary aspects of the book itself. Attention is paid to the origin of the apocalyptic tradition as well as the nature of its genre together with its specific motifs and function. The book of Revelation is seen as a part of long-developing apocalyptic tradition sharing some common traits while still being original in its own right. The unique qualities of Revelation are then fully explored in the following chapter. Of particular importance are the genre, imagery, intertextuality, and structure of the book....
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Persuation of commercial articles in lifestyle magazines ELLE and Instyle
Spilková, Tereza ; Šoltys, Otakar (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis is focused on language of persuasive elements in advertising texts In two Czech lifestyle magazines - Elle and InStyle. The thesis focuses on the psychology of advertising, the media and the language that advertisement uses to address and persuade readers. Lifestyle magazines have a specific way and language of communication. Subject will be texts labeled as "promotion". The range of sample will be 6 issues of the Elle magazine and 2 issues of the Instyle magazine. The first chapter is dedicated to the theory of media, mass media and their influence on society. The second chapter is dedicated to lifestyle magazines and their history. In the third chapter the author deals with the theory of persuasion and language. And the fourth will focus on advertising and its ability to influence opinions and attitudes. The second part of the bachelor thesis describes the method of content analysis and description of the monitored data set. The thesis analysis individual advertising messages and examines the linguistic persuasive elements contained in them. At the end, the author will try to show what elements of persuasion appear most frequently in the advertising texts, what products they focus on and whether the texts and their language corresponds to the specialized literature about the...
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Persuasion in bussiness relations
Jasovská, Markéta ; Höschlová, Eva (advisor) ; Boukalová, Hedvika (referee)
This thesis is focused on psychological topic of persuasion, while presenting knowledge from theory and proposal of practical application in the field of business relations. The theoretical part is devoted to defining persuasion and mapping individual characteristics, whose influence perceived persuasiveness of speaker and also characteristics determinating recipient's resistance. It also hold forth on recipient's information processing and decision-making. Subsequently, the selected proved strategies and techniques of persuasion are mentioned - visual, verbal, cognitive and strategies related with Cialdini's principles. There is also incorporated the intercultural view on persuasion and the topic of ethics in persuasion is included as well. The second part presents a proposal for a research - an experiment, whose aim would be to compare two chosen techniques of persuasion.
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Truth at photojournalism: Digital image manipulation as a means of persuasion
Králová, Pavla ; Lábová, Alena (advisor) ; Chuchma, Josef (referee)
The bachelor thesis Truth in current photojournalism: Digital manipulation of images as a mean of persuasion analyzes the digital manipulation of news photography used in media in the emphasis on the persuasive function of the manipulated photographs. In the first part of the thesis, the main focus is mainly on theory. It describes the difference between analogue and digital photography, deals with the term of postphotography, depicts objectivity in photography, covers with the role of photography in media, defines conception of photographs as true medium as a cultural construct. It is also devoted to the decription of the terms of persuasion, manipulation of both analogue and digital photography, ethical aspects of editing of photographs, demarcates the limits of objectivity in photography and it deals with the relationship between the manipulation of the images and the manipulation of memory. The third part of the thesis is a detailed interview with Jan Ždimera, who works as a press photographer in ČTK. The interview concentrates on manipulaton of photography, ethics of photo manipulation and on correct work of press photographers and image editors in media.
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Linguistic Analysis of the Press Releases of a Selected IT Company
Přidal, Tomáš ; Haupt, Jaromír (referee) ; Reich, Pavel (advisor)
Tato práce je zaměřena na manipulativní jazyk užívaný tiskových zprávách. Je rozdělena na dvě části. V první, teoretické, části je vysvětlen pojem tisková zpráva a zároveň jsou popsány všechny náležitosti. Dále jsou popsány metody cílené komunikace, přesvědčování a manipulativního jazyka. V praktické části je provedena analýza tiskové zprávy za pomoci nabitých znalostí. Cílem této práce je analyzovat a identifikovat takový jazyk v tiskové zprávě.
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Analysis of political communication
Novák, Petr ; Khelerová, Vladimíra (advisor) ; Drozen, František (referee)
Political communication plays a crucial role in politics. It justifies, it critizices, it promises and it explains. All those activities have one in common - they try to persuade. Politicians want to persuade us that their claims are truthful and morally right. At that, they can choose from a wide variety of means - from argumentation to manipulation. On the receiving end of the communication, there is a voter who can also choose from a wide variety of ways in which it is possible to accept those claims. Lest the democracy should fail, it is advisable to pay attention to those options.
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