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Semiotic analysis of particular cosmetic products'commercials
Malá, Zuzana ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This diploma thesis deals with semiotics (the study of signs) in audiovisual commercials. In its theoretical part it is engaged in the field of semiotics. At this point it investigates mainly the problems of a sign, the key element of semiotics. Furthermore it follows the development of the knowledge acquired through semiotics to other areas of research which help to detect the meanings of communication. Those areas are the levels of signification, thus denotation, connotation and myth. This chapter especially draws on Roland Barthes and his publication Mythology, which inspired this diploma thesis. The theoretical part continues by explanation of the main problems of commercial. It gives out the definition of a commercial, explains commercial as a communication process, but also depicts the strategies used in a commercial. Furthermore it tells about conceptualization of a commercial by Jean Baudrillard. Since the thesis analyses audiovisual commercials, it also deals with the sound and picture of a commercial. In its practical part the thesis continues with the analysis of seven audiovisual cosmetic products' commercials itself. Semiotic analysis is done according to Barthes' model. The thesis describes each commercial's story, scene, and sounds, and then analyses those elements as well as the...
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Pragmalingvistic analysis of Danone Activia brand commercial communication
Pražáková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The diploma thesis entitled 'Pragmalinguistic Analysis of Commercial Communication of the Brand Activia by Danone' aims to provide a comprehensive treatise of the above mentioned brand from the point of view of pragmatic and linguistic theories, based on a selected sample of advertising from 2010 - 2014. The introductory theoretical part defines the functions of advertising and their idiosyncratic communication and place them within the wider context of marketing. Subsequently, the position of the product within the segment offered by Danone is described and comparison of the respective marketing strategies for each product is made. The methodological section of the thesis introduces pragmatic linguistics as the central tool used in the ensuing analysis. Here the terms related to the process of communication are emphasised, same as the relationships between the creator of a text, its recipient and the text itself. The last, analytical part deals with selected samples of commercial communication using the aforementioned methods. A sample of Activia Danone communication is then used to analyse the usage of individual linguistic and stylistic means, as well as advertising types with emphasis on their goals as a form of communication.
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Promotion of healthy lifestyle in non comercial advertisement
Šromová, Anna ; Klabíková Rábová, Tereza (advisor) ; Strejcová, Anna (referee)
This Bachelor thesis deals with a form of propagation of a healthy lifestyle in a noncommercial advertising and a valorization of medialisation of a noncommercial campaign Days of Health. This campaign is held once a year in October. For this analysis a campaign from the year of 2012 is chosen. In this dissertation the medialisation of this campaign is evaluated specifically in regional and national print media and lifestyle magazines. It is divided into two parts. Theoretical and practical. In the theoretical part terms such as healthy lifestyle, hyperconsumerism, non-profit sector, commercial and noncommercial advertising, social marketing and medialisation are explained. The reader of this paper will find out why it is important to propagate healthy lifestyle, what is the difference between a social and a commercial advertising and how a noncommercial campaign is made. There is also described the process of medialisation, the comprehensiveness of the term "media" is being handled and their influence on society is depicted. Because this practical part examines not only the form of medialisation but also it's language, there are basic terms listed which are important to know during the evaluation. In the practical part there is information about organizers of the campaign Days of Health (Healthy...
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Internet forums about czech language
Hráchová, Kamila ; Klabíková Rábová, Tereza (advisor) ; Karaščáková, Zuzana (referee)
Bachelor`s thesis Internet forums about Czech language focuses primarily on analysis of selected internet forums that reflect Czech language in internet communication. Internet language shows its own specifics and characteristics that arise from the medium in which it is being used. Therefore the theoretical part of this thesis concentrates on characterizing various forms of internet communication and describing different types of synchronous and asynchronous communication. Further there are in more detail typical attributes of this communication described, its advantages and disadvantages and also mentioned the meaning of the term of netiquette. One chapter is dedicated solely to language characteristics, above all to written - spoken dichotomy. Last theoretical chapter is dedicated to Czech language in internet communication as such and the phenomenon of so called Grammar Nazis. Practical part of this thesis describes and further analyses posts in three chosen internet discussions in internete forum Nyx that focuse primarily on Czech language, and also one Facebook page dedicated to Czech Grammar Nazis. The analysis is conducted from the point of view of most frequently used types of grammatic errors, how serious they are considered by forum users and other rather specific metalanguage...
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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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Language humour as an instrument of marketing communication of T-Mobile company in the Czech Republic in years 2012-2014
Žížala, Jan ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This Bachelor Thesis studies the topic of using situational and particularly the language humour in marketing communication, specifically of T-Mobile company in the years of 2012- 2013. The T-Mobile advertising campaign has gained a great success and popularity among both general and professional public, moreover has become a model example that is being copied by others. The aim of this Bachelor Thesis is to present and to analyse the key success factors of the campaign with emphasis on the analysis of the used language humour. The Introduction aims to present the topic; the Subject is divided into two parts. First part studies the history of language humour in the Czech advertising and points to the importance of Martin Jaroš, the author of a turning-point marketing concept of T-Mobile company, for Czech advertising. The second part consists of a description and analysis of both language humour and results of the T-Mobile campaigns. The second part further consists of a comparison with the advertising competitors during a given period, and its potential influence to their campaigns; of analysis of other mobile operators success within social networking sites. The Conclusion discusses the future and the essence of using the language humour in marketing communication.
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Marketing communication of Benzina, Shell and OMV between 2012 and 2014
Juščíková, Michaela ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of my bachelor thesis called Marketing communication of the biggest petrol station chains at czech market is to describe situation on the market with fuel, marketing activities of biggest petrol chains and consumers behavior while buying fuel. Theoretical part of my thesis contains brief of the therm matkething, explanation of marketing mix and key words to marketing research. Practical part of my thesis contains secondary and primary research. Secondary research describes marketing activities of chosen petrol chains in Czech Republic. Primary research describes consumers behavior while buying fuel. At the end of my thesis is advice based on the survey.
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Comparison of Marketing Communication of TV shows Czechoslovakia's Got Talent and Talentmania
Šnýdr, Martin ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This thesis, called 'A Comparison of the Marketing Communication for the Česko Slovensko má talent and Talentmania TV Shows', pursues the objective of describing, in the theoretical section, the changes that influence the current situation on local and foreign media markets, formulating the key features of media companies', in particular television broadcasters', marketing communication and describing the tools used for this communication. The practical section of this bachelor's thesis analyzes the content of and compares the marketing campaigns for two specific TV shows, Česko Slovensko má talent and Talentmania, aired by the commercial television stations Prima and Nova in the fall of 2010. Marketing communications for each of these shows are compared on the basis of publicly available media outputs (reports in periodicals across the range of media, interviews with representatives of the managements, analyses of ratings, and advertising), the broadcasters' official materials (official promotional materials, press releases, statements, TV trailers, promotional photographs), interviews with representatives of the TV stations, and in- house materials provided by the marketing departments of the TV stations. The conclusion of the thesis summarizes the key findings about marketing communication in...
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Comparative analysis of communication of the brands Louis Vuitton and Estée Lauder across selected periodicals in 2013
Mašková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This diploma thesis Comparative analysis of communication of the brands Louis Vuitton and Estée Lauder across selected periodicals in 2013 deals with the forms of communication the selected luxury brands on the platform of magazines use for addressing their existing and also potential customers. The theoretical part defines luxury and luxury brands Louis Vuitton and Estée Lauder and media, namely printed magazines Elle and Marianne, which together constitute the necessary basis for the subsequent research. Methodological part looks at the key persuasive, semiotic and pragmatic approaches, which, using verbal and non-verbal communication elements, participate in the construction of the examined texts, and submits related basic concepts, which are then used in the analytical part. Here, first, is realized a detailed description and analysis of the selected types of communication followed by the comparison and final evaluation of the findings obtained. Comparison in that is made not only within the individual magazines, respectively types of utterances placed in them, but also in connection with the specifics of the selected luxury brands. This diploma thesis aims to describe the selected utterances, analyze the contents they communicate, compare them and finally reveal the key communication methods...
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