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Health as a Marketing Opportunity
 Bergrová, Zuzana ; Šafaříková, Radana (advisor) ; Kladný, Tomáš (referee)
The aim of this thesis is to define the growing use of health symbolism in the consumer goods industry. Powerful group of consumers, focused on the value of health and an active lifestyle, is the base for developing a long-term emerging market with portfolio of brands and products, which are building its image on the basis of health connotations. This "medicalization of consumption" takes place mainly at the level of signs with relevant references, according to which consumers are oriented at different levels of awareness of that fact. On the example of semiotic analysis of Activia brand we would point out how could each sign build a product, permanently associated with required values.
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