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The marketing communication of McDonald's in 2012 and 2013 and its influence on Czech language
Hubáčková, Šárka ; Klabíková Rábová, Tereza (advisor) ; Pravdová, Markéta (referee)
Seznam příloh Příloha č. 1: McDonald's - slovník McDonaldštiny (obrázek) Příloha č. 2: Na rovinu - Big Mac (obrázek) Příloha č. 3: Na rovinu - hranolky (obrázek) Příloha č. 4: Na rovinu - náborové video (obrázek) Příloha č. 5: Na rovinu - Chicken McNuggets (obrázek) Příloha č. 6: McDonald's - organizační struktura "kdo je kdo" (obrázek) Příloha č. 7: Na rovinu - Happy Meal (obrázek) Příloha č. 8: Kampaň Lidovky - vizuál z webových stránek (obrázek) Příloha č. 9: Textový přepis reklam kampaně Lidovky (text) Příloha č. 10: Textový přepis reklam kampaně Fajn pár za pár (text) Příloha č. 11: Textový přepis reklam kampaně Snídaňový McWrap (text) Příloha č. 12: Textový přepis videa První den v McDonald's (text) Příloha č. 13: Dotazník (text) 2 Přílohy Příloha č. 1: McDonald's - slovník McDonaldštiny (obrázek) Příloha č. 2: Na rovinu - Big Mac (obrázek) 3 4 Příloha č. 3: Na rovinu - hranolky (obrázek) 5 Příloha č. 4: Na rovinu - náborové video (obrázek) 6 Příloha č. 5: Na rovinu - Chicken McNuggets (obrázek) 7 Příloha č. 6: McDonald's - organizační struktura "kdo je kdo" (obrázek) 8 Příloha č. 7: Na rovinu - Happy Meal (obrázek) 9 Příloha č. 8: Kampaň Lidovky - vizuál z webových stránek (obrázek) Příloha č. 9: Textový přepis reklam kampaně Lidovky (text) Video 1 "Lidovky": Obsluha: "Dobrý den, co si dáte?" První...
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Linguistic Analysis of the Blog "Módní peklo"
Majerová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
Bachelor thesis "Linguistic Analysis of the Blog Módní peklo" introduces popular Czech blog Módní peklo which critically reflects shortcomings of Czechs in the domain of fashion. The introductory part of the paper contains the definition of the term blog and describes the current status of blogs in the Internet network. The main part of the thesis is divided into two larger units. The first one focuses on the detailed thematic and contentual characteristics of the blog Módní peklo. It describes the history of the blog since its emergence in 2010, including the most important points in its existence. This section also introduces the author of the blog and mentions web platforms that are thematically related to Módní peklo. The second unit brings an analysis of the language which is typical for the blog. The description emphasizes particularly lexicologic and stylistic terms. The described phenomena are exemplified by authentic examples from the blog. The conclusion of the thesis summarizes the findings reached in the previous chapters. This part of the text contains the debate of how the language of the blog affects its popularity among the readers. The thesis includes an interview with the author of the blog and appropriate text and image attachment.
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1000 věcí, co mě serou: linguistic analysis of the blog
Jiroušková, Dominika ; Klabíková Rábová, Tereza (advisor) ; Karaščáková, Zuzana (referee)
Bachelor thesis "1000 věcí, co mě serou (1000 Things I Hate): linguistic analysis of the blog" investigate the linguistic tools used in this blog. The mentioned blog is written by three authors and the concept is simle - in regularly posts to write about things, people and situations that ruin our lives. The main objective is to provide a comprehensive picture of the linguistic tools used on the blog and the overall style of the blog. This work is accomplished by analyzing the morphological, lexical, syntactic and hypersyntactic level and stylistic analysis of the factors and tools used on the blog. The theoretical part of the thesis focuses on the definition of a blog to highlight the characteristics of blogging. The thesis is also focused on describing the specific language tools which are typical for written communication on the internet.
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Adolescents' Perception of TV Show Product Placement
Mrázová, Markéta ; Strielkowski, Wadim (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to describe the attitude of Czech adolescent toward product placement (PP), a form of marketing communication in TV series. Having said that, the thesis describes the term "product placement", its definition, history, development as well as its various formats. Apart from that, product placement's efficiency, legislative regulation and its meaning in marketing communication are taken into consideration. Besides, the thesis also defines the interactions between adolescents and commercials, and it refers to adolescents as a specific target group within marketing environment. The empiric model of product placement, based on adolescents' answers, describes the attitude of 507 respondents towards this marketing technique. The examination shows how Czech adolescents perceive TV series' product placement and whether they notice this technique in the chosen media format, and if the commercial message has an impact on the target group. Based on the analysis of all answers, a recommendation of product placement for Czech market will be set. On top of that, this recommendation includes an empiric model of product placement and a SWOT analysis to summarize strengths, weaknesses, opportunities and threats of this communication. The research, analyses and suggestions are the biggest...
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Stories in marketing communication of selected brands
Hnátová, Marie ; Klabíková Rábová, Tereza (advisor) ; Orban, Karol (referee)
Bachelor's thesis aims to describe an application of stories within marketing communication. Particularly, it deals with narratives not only in terms of individual communication outputs but also as an overall approach of brands. The introduction part focuses on determination of narratological terms, which are crucial for orientation in this field. The second part captures stories from the view of commercials in practice, thus as storytelling, a concept of creative process. This part also contains an explanation of presumable reasons for efficiency of stories as a promotional technique. The last part is a combination of described theoretical aspects applied to analyses of three chosen brands, which are characteristic of their narrativity. Brands' stories are analysed as a whole and also as a single communication results. The purpose of this thesis is to outline narratives as a tool for humanisation of brands and for improvement of their attractiveness.
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Communication activities of Tchibo in years 2013-2014
Štefek, Jiří ; Obluk, Ondřej (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of the bachelor thesis "Communication of Tchibo Company in 2013-2014" is to analyze and describe specific communication activities of Tchibo company, which is mainly famous for its coffee products. Tchibo is lately trying to communicate its non-food products as well, using all tools of marketing mix available. The goal of this bachelor thesis is a summary of all communication activities and, based on the summary, a list of improvements for the future communication if necessary. Apart from that, the bachelor thesis consists of a primary research that focuses on how the company is viewed among the population of Czech Republic and if their communication activities reflect in what the people think. Since Tchibo company is still much more known for its coffee products, the bachelor thesis focuses not only on the non-food sector, but on the coffee sector as well - it is an important part of the whole communication mix.
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Persuasive Communication of Food Companies in Educative Sphere
Mikulka, Jan ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This bachelor thesis Persuasive Communication of Food Companies in Educative Sphere presents communication activities, which food companies exert on students of culinary schools, the future professionals of gastronomy. The aim is to describe persuasive techniques, which food companies use to influence students. The project contains descriptive analysis of language form used in commercials in textbooks for students. The issue of commercials in textbook is also included and described in general. The project contains statement of a Ministry of Education, Youth and Sports employee, author of one of the textbooks, and professional chefs.
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Analysis of Advertising Communication of The Private Universities in 2013
Holanová, Šárka ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
The thesis deals with the advertising communication of private higher educational institutions in Prague in 2013. The theoretical part describes the character of the marketplace of higher education in the Czech Republic at first, where the private higher educational institutions have to compete with the state universities. The next theoretical part focuses on the theory of marketing for educational institutions, the marketing mix, promotion, communication mix, and on advertising in particular. The theory is confronted with the practical use of marketing at several private higher educational institutions in Prague. Lastly, in the theoretical part there is a place decided to lighting up the relation between advertising and image of an institution. The final part of the thesis is focused on the linguistic analysis of chosen print and outdoor ads. The analysis aims primarily at description of the character this type of advertising communication.
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Analysis of communication and argumentation of Petr Nečas in years 2010-2013
Lucký, Jakub ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
Thesis aims on analyzing public appearances of former Czech prime minister Petr Nečas with special focus on pragmatics and reasoning. Whole analysis is performed with regard to political context. The goal of the thesis is creating complete characteristics, which can be used as a basis in future researches in pragmatics, political marketing or political PR. Using qualitative approach the thesis analyzes recordings from political debates, parliament meetings and press conferences from the era, when Petr Nečas was prime minister. Powered by TCPDF (www.tcpdf.org)
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Social media etiquette
Stehlíková, Jana ; Klabíková Rábová, Tereza (advisor) ; Šťastná, Lucie (referee)
The thesis deals with the etiquette within social media and social network sites as a part of network media. First section focuses on the phenomenon of etiquette in historical context and deals with associated terms such as courtesy and politeness. Second part deals with documents concerning so called netiquette - network etiquette. Finally the third part focuses on the etiquette within social network sites (SNS). The paper analyses three SNS - Facebook, Twitter and LinkedIn and their official rules concerning appropriate user behaviour. Furthermore there are also unofficial rules created by users, enthusiasts, bloggers and journalists defined in the paper. Last part focuses on some phenomena that are significantly related to the topic of social media etiquette. The finding of the thesis shows that there are certain SNS etiquette rules and suggestions that are repetitive. It was also discovered that there is lack of uniform official etiquette rules within the SNS whereas the membership of users plays an important role in shaping those rules, advice and suggestions.
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