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Stereotypes sell: Analysis of stereotypes in advertising
Dvořák, Petr ; Šimůnek, Michal (advisor) ; Novotná, Eliška (referee)
The introduction of the thesis is devoted to the introduction of the subject and its general description. Concepts such as mass media, TV broadcasting, gender, or stereotype are explained, together with the analysis of Goffman's study - Gender advertisements. The methodical part describes general goals and subjects of the research and also the method that is used. The practical part focuses on the research of the perception of gender stereotypes in advertising by the public, the knowledge of the term and also the influence on the public's purchasing behavior. An electronic questionnaire was used to collect the data from the public. The evaluated data show that the public is aware of gender stereotypes in advertisements, and partly knows them. The public feels positive about it, but it does not motivate the people to buy the product or visit the store.
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Fairy tale motifs in advertisements
Novohradská, Lucie ; Šimůnek, Michal (advisor) ; Kincl, Tomáš (referee)
Bachelor thesis is focused on appearance of fairy tale motifs in advertisements. In the first part it introduces terms such as fairy tale, archetype, semiotics and their connection to advertising. The aim of the thesis is to examine the connection between fairy tale and advertisements, to describe why the fairy tale motifs are used and to identify the benefits for the advertisers. The second part is based on semiotics analysis of chosen printed advertisements with the motif of Little Red Riding Hood. It examines different usage of the same fairy tale motif in various types of advertisement and its interpretations.
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Development and transformation of advertising messages of selected company
Šachová, Veronika ; Šimůnek, Michal (advisor) ; Tripes, Stanislav (referee)
The bachelor thesis is aimed to analyze the development of advertising of the company Pilsner Urquell. It describes the changes in ads in relations with current times a events which could have possibly influenced the advertisement. The thesis is looking for the reason of choosing such colors for the brand or how was the logotype changed. The metodology used in the practical part is qualitative research, more specifically the case study. All data were collected by the document analysis which were provided by the archives of Pilsner Urquell.
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Effect of intercultural models in advertising
Maliňáková, Lucia ; Hiršová, Miloslava (advisor) ; Šimůnek, Michal (referee)
The present thesis deals with the topic of intercultural models in advertising. The theoretical part is concerned with the definition and characteristics of culture and cultural dimensions. It also describes and compares the Hofstede model and the GLOBE model. It defines the concept of advertising and its aims and means. The methodology section describes the design of focus group interviews that are used in the practical part of the thesis. The aim of this work is to compare the consistency of opinions of respondents on the TV commercials presented with the Hofstede model. In its sub-goals, the work aims to identify the attributes of advertisements that respondents are most addressed by, and to select the most appropriate advertisement for the Czech market based on evaluation of the respondents.
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An alternative form of organic food sales in Břeclav
Pilátová, Lucie ; Syrovátka, Oldřich (advisor) ; Šimůnek, Michal (referee)
The aim of this thesis is to evaluate, if the sale of organic food in the alternative form of farmer's crate is applicable in Břeclav's market. Theoretical part focuses on term organic food, fair trade, organic farming and its historical development. Thesis also deals with current trend of farmer's crate sales, which is directly connected to organic food. Practical part of thesis focuses mainly on the applicability of this way of selling organic food and on the interest of possible suppliers to do this kind of sale, eventually to do community-supported agriculture. The results of sociological research within the selected group of Břeclav's residents confirmed that more than half of the respondents would be interested in this kind of sale and at the same time there was a sufficient interest from farmers.
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Fashion blogs as a platform for marketing communications: a case study
Nejmanová, Kristýna ; Šimůnek, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of the bachelor thesis is to identify and describe the marketing tools that can be found on the selected Czech fashion blogs. The theoretical part contains description of the main types of marketing tools usually employed in online environment. Attention is focused mainly on influencer marketing and product placement. Furthermore, information about blogs, social media and the Czech blogosphere is discussed and articulated. Continuing the theme a further aim of the thesis is to analyse the impact of marketing tools on the readers of fashion blogs as consumers. To support the study and analysis a questionnaire focused on the principal characteristics of blog readers has been circulated.
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Digital marketing: a case study of the use of digital technology in marketing
Vildová, Tereza ; Šimůnek, Michal (advisor) ; Novák, Michal (referee)
In this bachelor thesis I work with the use of digital technologies in marketing. The goal of the thesis is to describe and evaluate tools used in 2016 Christmas marketing campaign by the Sephora company. In the theoretic-methodical part I present 21st century marketing overview focused on digital marketing and its trends, attributes, goals and tools. Moreover, the thesis defines terms like social networks, websites and mobile marketing and characterize its communication instruments. In the application part, I focus on description and analysis of digital marketing tools used in mentioned campaign. Advantages and disadvantages of respective marketing tools and a set of recommendations for improvement are also part of this thesis.
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Hrdlička Museum of Man during years 1929-1939 as an example of a popularization of scientific knowledge.
Toman, Petr ; Stella, Marco (advisor) ; Šimůnek, Michal (referee)
This work is part of a broader effort to revitalize the Hrdlička Museum of Man and to research it from a historical perspective. Starting from the view that the popularization of science by museums in general is problematic and a viable topic for the social sciences, the work attempts to focus on the way the exhibition at the Hrdlička Museum of Man was constructed by its creators. This topic is analyzed from three main perspectives: 1st the scientific standpoints and personal worldviews of the creators, 2nd relations between the museum and the public, and 3rd relations between the museum and the nation state; also, the influence of the building process itself is taken into account. The intention of the work is to look at the origin of the Hrdlička Museum of Man within its cultural, social and political context rather than focus purely on a historical description. It is an attempt to bring to light all the "unscientific" phenomena that shaped the exhibition's scientific, objective and authoritative message to the public. Powered by TCPDF (www.tcpdf.org)
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Changes of the gene concept in the first half of the 20th century
Hájková, Jana ; Neubauer, Zdeněk (advisor) ; Vondrejs, Vladimír (referee) ; Šimůnek, Michal (referee)
This dissertation shows various concepts of the term gene that have appeared since the birth of genetics in 1900 up to the first half of the 50s. It focuses especially on the 40s and the beginning of the 50s. Scientific papers from that period were the main source of information. The author tried to capture not only generally accepted notions about genes and genic action but also those that had not pushed through in those days, nevertheless, that had offered a non- standard point of view which could have later become inspirative for molecular genetics. The work documents searching for links between genes and enzymes or ideas of potential divisibility of the gene. The dissertation assigns a very important role to those phenomena that emphasized the significance of the gene order or the order of genic parts. In Goldschmidt's interpretation of pseudoallelism the author sees the thought that the essence of a gene is its position and considers this the beginnings of "digital" thinking about the gene. The dissertation pays attention to "analogue" thinking about the gene, as well. This thinking took account of molecular shaping and represented a blind alley for the early molecular genetics. The work confirms to a certain extent the Kuhnian vision of the development of scientific disciplines. It finds the...
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Ernst Haeckel in the Czech lands. Traces of Haeckel's Monism in the Czech culture during the late 19th and early 20th century.
Ovčáčková, Lenka ; Breidbach, Olaf (advisor) ; Janko, Jan (referee) ; Šimůnek, Michal (referee)
Ernst Haeckel (1834-1919), Professor für Zoologie an der Universität in Jena, war der bedeutendste Vertreter des deutschen Darwinismus und wurde zum Wegbereiter einer neuen naturwissenschaftlich-monistischen Weltanschauung. Vor allem beeinflusst durch Goethes pantheistische Ideen und Darwins Entwicklungslehre betonte Haeckel die Beseeltheit der Natur, die Einheit von Gott und Welt, Geist und Materie, und anorganischer und organischer Natur. Im ersten Teil dieser Arbeit werden das Leben und Werk Haeckels mit einem besonderen Bezug zu denjenigen monistischen Themenbereichen, die auch in Tschechien Resonanz gefunden haben, vorgestellt. Im zweiten Teil wird die Rezeption des Haeckelschen Monismus im tschechischen Kulturraum am Ende des 19. und am Anfang des 20. Jahrhunderts präsentiert. Ausgehend von den tschechischen "Vordenkern" einer monistischen ganzheitlichen und einheitlichen Weltbezogenheit wird der Zeitgeist vor allem in Bezug auf die Tendenzen zur Entwicklung einer eigenständigen tschechischen nationalen Wissenschaftlichkeit und die durch diese Aspekte bestimmte Rezeption des Darwinismus charakterisiert. Der offensichtliche Mangel an tschechischen Übersetzungen von Schriften Darwins und Haeckels wird insbesondere durch die an Haeckel gerichtete Korrespondenz belegt. Vor allem Josef Bulova...
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