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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The media image of Joseph Goebbels in the Czech press between 1933 and 1945
 Houzarová, Zuzana ; Bednařík, Petr (advisor) ; Suk, Pavel (referee)
The dissertation The Media Image of Joseph Goebbels in the Czech press between 1933 and 1945 deals with the way the personality of Joseph Goebbels is constructed in media contents. The text introduces basic concepts of media studies such as ideology, hegemony, discourse, stereotypization and power. The theme of media image construction is treated with the emphasis on historical context and the actual distribution of political power in concrete periods of democratic and totalitarian society, that had evident consequences on media functioning. Historical context is essential for the interpretation and understanding of construction of Joseph Goebbels's image and its development. The text reveals the structure of media image of Joseph Goebbels as a complex constructed between 1933 and 1945 in the Czech press and then shows the differences in Joseph Goebbels's personality points of view of daily journals in selected periods.
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Nike as an iconic brand between the years 2001 and 2005
 Houzarová, Zuzana ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
This thesis closely looks at the phenomenon of iconic brands. The behaviour of iconic brands in general and explanation of their success on the market can be applied on the example of Nike - producer of sports goods and the leader in this product category on the global market. For the purpose of this thesis, selected elements of Nike's iconic behaviour arc demonstrated on TV spots. The criteria for TV spot selection was their success at the International advertising festival in Cannes. In the theoretical part, the concept of iconic brands is explained - cultural icons are exemplary symbols that people accept as a shorthand to represent important ideas. A brief description of the history ofNike from it's beginnings to today follows. In the next chapter I analyse the corporate design of Nike as it appears in TV spots and the way in which the brand deals with it. In this chapter I concentrate on the shape of the logo, the name of the brand, typography, slogan and logo colour. It turns out that the basic building block ofNike's corporate design is the logo (swoosh), whereas the unity of the rest of the elements of the corporate design arc not preserved and are constantly changing. A large part of the thesis is devoted to the story - identity myth that Nike offers its consumers. This myth is based on the belief...
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