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Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012
Mašková, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012" deals with the event marketing as a tool through which selected luxury fashion brands (Dolce & Gabbana, Hermès, Louis Vuitton) on the Czech market communicate with their customers. First, the thesis defines the essence of event marketing and its position in the marketing communications mix. Subsequently, it indicates the main aspects of the luxury sector and characterizes the basic principles of the event marketing activities that are carried out in this area. The thesis describes selected events and than using comparative analysis reveals their obvious and latent intentions, on the basis of which each brand seeks to attract the target audience and convey unique and emotive experiences. The whole thesis points to the fact that the luxury fashion brands, which are mainly based on traditional and historical value, are able to effectively communicate with their customers through the communication tool that is considered as a modern, innovative and progressively growing part of marketing communications.
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Kinguistic analyse of headlines in daily papers Hospodářské noviny and Blesk
Gajdušková, Tereza ; Kraus, Jiří (advisor) ; Klabíková Rábová, Tereza (referee)
The diploma thesis "The linguistic analysis of headlines in daily papers Hospodářské noviny and Blesk" deals with the analysis of headlines in articles that include the commentary genre, specifically in Hospodářské noviny and Blesk. In this work, there is analyzed the form of headlines, how they are set up, and how they relate to the content of the message. The thesis consists of theoretical and analytical parts. The theoretical parts describe the analyzed material, the method of linguistic analysis is described there and also the characteristic of headlines. It is followed by analysis which is divided into two parts. In the first part, there is observed the difference of using the types of sentences and also the kinds of modality in the headlines of observed daily papers and the second part of analysis studies the general headlines and the occurrence of metaphorical expression. It analyses occurring cases of metaphor, metonymy, personification and paraphrase and compares, if there are some differences between the daily papers in observing phenomena. The premise is that the type of tabloid newspaper has a higher proportion of headlines including the metaphorical expression. There are analyzed also 10 year-old headlines of these daily papers, for the comparison, if the daily papers differ only among...
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The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig
Christovová, Tereza ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis "The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig)" deals with the contemporary form of Czech sexist advertisements and reactions that such advertisements generate. The majority of sexist advertisements work, to the objection of various feminist movements, with simplified and distorted images of women. Their critisism is mostly aimed at those advertisements that depict women in a stereotyped way. According to them, those advertisements may cause or evoke a sense of shame or humiliation, insult human dignity or even provoke violence against women. The independent socio-ecological movement NESEHNUTÍ is one of those who grapple with sexist advertising and the problems associated with it. It has already organized two rounds of the annual competition "The Sexist Little Pig" for the most sexist advertising in the Czech Republic. This thesis aims to explore selected advertisements that have been submitted to the competition by the Czech public and detects concrete sexist distortions in them that exploit both women and men. The thesis is divided into two parts. The first part deals with theoretical resources, such as theories of gender, sexism and stereotyping, as well as with the regulation of advertising in the Czech Republic. The second...
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Forms of Aesthetic Surpery Subjects Advertising in the Years 2011-2012
Brezík, František ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Forms of Aesthetic Surgery Subjects Advertising in the Years 2011-2012" focuses on the contemporary field of aesthetic surgery. There is initially introduced the discourse of aesthetic surgery out of the medical practice. This part provides general information about the product and the target group. The important fact is the key role of influence aimed at women. The first chapter presented the commercial discourse of aesthetic surgery, which depends on the possibility of entry into the public space. The second chapter analyses the main themes in the advertisement, that determine its shape. The final chapter dealt with the interpretation of the initial conditions in a broader context. The image of beautiful women in advertising acts as a pattern that raises the fear of old age. Aesthetic surgery also has a significant influence on the perception of the body. The body as an entity and object is an essential part of this sector and allows you to carry out the services offered. This puts the body into position of the material. The last part brings interdisciplinary interpretation of the body (Merlau-Ponty) and the technology (Heidegger). The important aspect is question of ethics.
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Persuasive function and its realization in the preelection spots of political parties,that in electioms in 2010 were given to the Chamber of Deputies
Korandová, Michaela ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
Five political parties fought their way into the Parliament of the Czech Republic in the election in 2010 (they were CSSD, ODS, TOP 09, Communist Party and VV). Each had their election ad which was broadcast by television and inseparably belonged to their political campaign. An analysis of these media products is the research objective of this thesis. The aim is a semiotic analysis of individual subjects. The thesis strives for an objective description of the transfer of evidence and the construction of meaning in communication spots. The research focuses on complex communique of the clips, structure of the narratives and application of the persuasive functions. The analysis covers various semiotic systems differentiated into three areas - visual, auditory and language. Their mutual harmony, dominance and substitution are important factors in assessing the quality of a complex communique. The issue is also examined in terms of narrative of the spots, whereas the thesis contains description of both the story and the discourse level. This includes specific events and existents, types of statements and specifications for the position of the narrator. The description of the persuasive phenomena and their character is based directly on the above criteria. The paper concludes with a summary of the...
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From function to the device - communication mix of the advertising compaign Generali (semiotic analysis)
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis deals with the advertising campaign of Generali, which was never putted into practise. The campaign was created for insurance group Generali as an essay in school subject called 3MG321 Marketing Communications, that was teached in spring semester 2011 at the University of Economics in Prague. Campaigns authors are Jan Klusoň, Filip Mikschik, Hedvika Pajerová and Petra Pištěková. The new communication strategy proposed communication mix including TV, radio, internet, outdoor, indoor, print and direct mail. The practical part of this thesis examines the form of this campaign in that media and interprets them from a semiotic perspective. The analysis emphasis on the colours red and white and also on the character of a lion. These colours and the symbol are used by the Generali insurance company since its inception and are part of its logo also. The practical part is based on theoretical grounds, which include the interpretation of the character of the lion from biological, mythological, heraldic and dreamlike aspects. The theoretical part also describes the history of Generali logo, a lion character and use of colours in it, as well as a description of the occurrence of a lion character in the Czech media landscape demonstrated on the example of the Český lev. Without this demonstration...
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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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Comics of the Czech magazine Ohníček in the period of 1968-71: semiotic analysis
Řezníková, Ivana ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
The topic of the thesis is the genre of comics in the Czech magazine Ohníček during the early period of normalization: the text is based on a detailed analysis of eleven comics that were published in the magazine between years 1968-71 (season 19-21). As far as the genre criteria are concerned, the analysed comics came closer to adventurous stories that were very popular in the 60/70s. At the same time, the original visual expression changed so that it was more suitable to child readers. Three of the analysed comics are comic series where the particular episodes are connected to each other by an adventurous narrative storyline. The eight others are comic strips with the narrative type of gag or fable. When examining the particular comics, the focus was on several aspects: the use of language, visual expression, story articulation and specific distinctive aspects. Differences in those aspects made the comics mutually different and deviating from the classics of genre. Both the graphic form and the story line of the analysed comics were determined by the fact that they were published in a children magazine. As results of the analysis, hero types and the resemblance of the fiction world according to the narrative type are descript and a comparison with European and American comics tradition is given.
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Marketing Communication of The Brno House of Arts in 2007-2011
Jelínková, Adéla ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims to analyze the marketing communication of the Brno House of Arts from 2007 to 2011. The Brno House of Arts is one of the most important cultural institutions in Moravian region but the number of visitors decreases from year to year. The hypothesis is that underdeveloped communication strategy of the institution contributes to this unfavourable situation. One chapter is dedicated to the analysis of communication strategies of the closest gallery's competitors - Moravian Gallery and Wannieck Gallery. The core of the work is in the detailed description of the institution's communication mix with focus on its visual identity created in 2008. Evaluation of the gallery's marketing activities is based on adequate academic writing. Wide variety of relating pictures can be found in the appendix. Research conducted by the author explores knowledge and image of the Brno House of Arts in the public. The thesis is concluded with the summary of the communication activities of the institution and strives to answer whether they support its mission and vision positioning the gallery among prestigious European galleries.
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Language of the Internet News versus Journalistic Language in the print media: Pragmalinguistic Analysis
Machová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Kraus, Jiří (referee)
Diploma thesis "Language of the Internet News versus Journalistic Language in the print media: Pragmalinguistic Analysis", deals with the phenomenon of convergence of the Internet news language and language of the journalistic texts in print media. Our research verifies hypothesis that "language of the Internet news has much in common with the language of the journalistic texts in print media." About thirty-eight journalistic texts and internet news from MF DNES and Lidové noviny newspapers and www.idnes.cz and www.lidovky.cz websites were analyzed. Also selected concepts of pragmalinguistic and linguistic text analysis were chosen to identify these in common phenomena and to draw conclusions on the convergence of the internet news language and language of the journalistic news in print media. Diploma thesis examines only those linguistic phenomena that appear both in the Internet news and print journalistic texts.
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