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Image of health in advertising. Content analysis of advertisement of medicinal products in selected womenˇs magazines
Pavlačková, Anna ; Vošahlíková, Pavla (advisor) ; Zábrodská, Kristina (referee)
The master thesis deals with the development and display of advertisement for medicine and health- related products and services in Czech women's magazines. We compare here two periods - The First Czechoslovak Republic and present. It focuses primarily on these following questions: Does the display of health-related products have changed? Do we still advertise products of the similar character? Has the ideal of heath changed and things which were believed healthy in the past, are not considered healthy anymore? Is the difference related to historical events or rather related to the current state of society and its preferences? The main titles for analysis were Eva: A journal of modern women from the 1930s, which was published by Melantrich and current lifestyle magazine Elle, which is published by Hubert Burda Media. The theoretical part summarizes current basic knowledge about press, advertising, healthcare. In the practical part are more closely introduced the research methods - content and image analysis and also the process of analysis and the comparison by itself. An integral part of the thesis is the attached advertisements, on which the analysis was based, and which serve for better illustration of the above-mentioned phenomena. Powered by TCPDF (www.tcpdf.org)
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Media environment of the People's Republic of China
Svobodová, Petra ; Cebe, Jan (advisor) ; Hanzal, Jaromír (referee)
Diploma thesis "An analysis of the media environment of the People's Republic of China" deals with the functioning of the media system of the PRC. The introductory chapter focuses on the evolution of the media system from the early beginning up to present, emphasis was placed on the period starting with the establishment of the republic in 1949. The main events which greatly influenced the current form of the media system were underlined. The evolution of the system is enriched by historical, political and cultural context. The periods of governance of both Mao Zedong and subsequent reformist Deng Xiaoping, who is known especially for his commencement of economic reforms in PRC, were analysed. A significant part of the diploma thesis is devoted to the basic characteristics features of the media environment of PRC, namely to the system of media regulation, self-censorship, censorship and propaganda. To demonstrate the significance and specificity of particular features of the media system, some main events were selected as examples and further analysed. In case of censorship, the relationship between PRC and Hong Kong and the 2009 Xinjiang protests were selected. Regarding propaganda, the Beijing Olympics games of 2008 were mentioned. Analysis of current media system with an emphasis on the main...
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The anglicisms in the function of journalese
Horáková, Markéta ; Jirák, Jan (advisor) ; Šoltys, Otakar (referee)
This diploma thesis primarily deals with anglicisms in magazines Bravo, Cosmopolitan and Popcorn in 1994, 2004 and 2014 in terms of linguistic, journalistic and pragmatic point of view. The thesis is divided into two main parts: theoretical and analytical. The theoretical part provides an interpretation focusing on the issue of acceptance of English loanwords into the Czech language, their work with them, their eventual integration into the language and stylistic force in the Czech articles. Finally, it takes into account the pragmatic aspect of the texts. The analytical part presents and explains specific examples of anglicisms in the selected magazines, works with adapting processes, and also shows its pragmatic and journalistic functions. On the basis of particular examples from selected magazines, the aim of this thesis is to describe the role of anglicisms in the texts, the way they are treated in the texts, how they are changed in order to serve the journalistic purposes, and how they influence the final form of media content, respectively the whole language system.
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One topic, two responses? Jews and Shoah in Czechoslovakian and Austrian cultural memory in the context of the Eichmann-trial
Heroldová, Karolína ; Konrád, Ota (advisor) ; Mikulová, Soňa (referee)
The thesis follows up the subject of Jews and Shoah in Czechoslovakia and Austria and their representation at the beginning of the 60s. By this time, the Eichmann-trial took place in Jerusalem. Finding out, how and how much did the trial influence the presentation of Jews and Jewish victims in cultural memories or rather policy of past of both societies in comparison is aim of the thesis. On this basis, it is possible to reveal both differences and similarities between the two societies. Even if they seem to be completely different because of being sepparated by the Iron Curtain. The thesis devides into two parts. First part deals with the situation in post-war Czechoslovakia and Austria till the beginning of the 60s. It shows, how were the societies "set" when the Eichmann-trial came - what were the "prejudices", what was the policy of past dealing with. Second part includes the analysis of press-articles taken from different Austrian and Czechoslovakian newspaper and magazines (daily, weekly and monthly). From general to concrete is the way of the analysis which enables to show as the wider frame of the reaction as answers to the concrete questions. Outcomes are evaluated as continuously, as in the final conclusion.
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Slow journalism and its Czech manifestations on the example of the Reporter magazine
Burian, Jakub ; Hájek, Roman (advisor) ; Švelch, Jaroslav (referee)
Slow journalism is a trend that stands against the current forms of journalism. It doesn't need to get the stunning and sensational news first. Instead, it puts information into perspective, offers deeper insight into the aspects of journalism and carefully crafts the contents of each issue. The concept of slow journalism is attracting more followers still and all the new press emerging especially abroad can be considered a proof of this trend. This bachelor thesis first offers a short insight into the history of journalism and analyzes the current media environment which is influenced mainly by advances in technology. Subsequently, this thesis introduces the concept of slow journalism as a trend that diverges from the current fragmentary and abbreviating journalism and returns to the roots of the traditional journalism itself. In the next part of this thesis its main characteristics are introduced as well as the most important representatives of slow journalism abroad. The last part of the thesis describes the origins and business operations of the Czech magazine Reporter which has been established in 2014 by the former editor in chief of MF DNES Robert Čásenský, with whom also a few of his former colleagues joined the magazine. The aim of this thesis is to show the aspects of slow journalism...
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REVOLUTIONARY YEARS 1956 AND 1968 IN DANISH PERSPECTIVE. THE INFLUENCE OF THE MASS MEDIA ON PERCEPTION OF EVENTS IN THE EASTERN BLOC.
Hůrská, Jana ; Kovář, Martin (advisor) ; Horčička, Václav (referee)
The thesis analyzes the view of two major Danish daily newspapers Berlingske Tidende and Politiken, the events in the Eastern Bloc in letetch 1956 and 1968, thus the Poznan workers' uprising and Hungarian Revolution in 1956 and the invasion of Czechoslovakia to suppress the Prague Spring in 1968. Based on this analysis then tries to outline how the attitude of Danish society to communism and the Eastern bloc were changing and how media had influenced it. Keywords: Denmark, the mass media, the press, Poland, Hungary, Czechoslovakia, Cold War, 1956, 1968.
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Political Development in Ukraine after Parliamentary Elections in October 2012 in Mirror of Czech Periodical Press
Čeplová, Eva ; Příhoda, Marek (advisor) ; Mokryk, Radomyr (referee)
This thesis deals with the reflection of the parliamentary elections in October 2012 in Ukraine and the subsequent political development in the country within the Eastern Partnership Summit held on 28 and 29. 11. 2013 in Vilnius in Czech periodicals, namely the dailies Právo, Lidové noviny, Hospodářské noviny and MF DNES. We emphasize especially the preparatory process of negotiations, which should lead to the signing of the association agreement. The first part describes the brief summarization of the major events that in the Ukraine in the period occurred. The key part is dedicated to the approach of periodicals. The articles we have divided into two at the Chapter informative articles and reports and comments and analytical articles.
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Jaroslav Salda. Portrait of Print Titan
Škrabalová, Iveta ; Vaněk, Miroslav (advisor) ; Houda, Přemysl (referee)
Abstract in English language This work depicts the life story story of a "self-made man" Jaroslav Salda, the creator and director of the Melantrich, the biggest printing company in Czechoslovak time of so called First Republic. It is doing so by compiling interviews with period witnesses, archival documents and literary sources. Each chapter is a part of the answer to the question: How is it possible that the illegitimate child without funds and university education had become the man with extensive expertise, the frequent guest of Ministers and the President and the powerful head of the media industry? This text as a whole, firmly tied to the history of the Czech nation and Melantrich, reflects the experience of the man who dedicated his life to building, because he considered the constructive, innovative, diligent and hard work the main means of fulfillment in life and the key to success. It shows a person which embodies the adage: Where there is a will, there is a way. Key words Jaroslav Salda, Melantrich, Czech National Socialist Party, Ceske slovo, Svobodne slovo, Hvezda, Vaclavske namesti, a time of so called First Republic, capitalism, business, director, print, newspapers, Publishing Company, resistance activity.
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Canon brand in media from its foundation in Czech republic to the present day
Pérezová, Aneta ; Klabíková Rábová, Tereza (advisor) ; Huněk, Filip (referee)
The main topic of this bachelor's thesis is to describe the media communication of Canon company in the Czech republic from its foundation to the present time. First part of the work explains the history of the Canon brand in the world, describes its product portfolio and names the important competitors. The first part also focuses on the Canon CZ, the Czech subsidiary of Canon Inc. Next part of the thesis briefly explains the theory of media and goes to the explanation of the particular ways how to promote a company in media. Such subjects as ATL, BTL, online media, public relations and sponsoring are being described. The main part of the thesis is the description of the mentioned promotion ways used on an example presented by the company Canon CZ. The analysis is divided into different time periods. Also sales results are mentioned in the end of the thesis. The work also constitutes of two researches which are a quantitative content analysis and a survey.
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