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Climbing and mountaineering in contemporary Czech marketing campaigns
Malkovská, Simona ; Vomáčko, Ladislav (advisor) ; Míčová, Pavlína (referee)
Objectives: Bachelor thesis concentrates on climbing and mountaineering theme in contemporary Czech marketing campaigns. The main target is to retrace the frequency and the form in which the investigated topic appears in the media and other marketing tools of internal and external communications. We will also try to determine the motivation of companies to use this theme for self-promotion and to compare it with the motivations of climbers and mountaineers, which leads them to carry out the activity. Methods: The survey was based on semi-structured interviews managed together with an analysis of printed and electronic documents. Another data was obtained from the database of media and sports agencies. Participants were representatives of advertising agencies and marketing managers of outdoor and non-outdoor companies that used the topic in their promotion. The key campaigns took place in 2010 - 2014. Results: We assume that the main motivation for companies to use mountaineering and climbing motive for brand promotion are specific personality of climbers themselves, not the activity. Surprisingly the main role in their choice played personal relationships, regional support and the personal character, more than sport results or popularity. By combining brand with an individual climber companies try to...
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Branded Reality
Kokeš, Lukáš ; KUBICA, Petr (advisor) ; MÍČOVÁ, Pavlína (referee)
This thesis explores the phenomenon of marketing influences gradually infiltrating the field of creative documentary film. The concept of "branded content" is a strategy how to smuggle advertising messages into the original content of documentary films and other cultural products, so that the consumer is not instantly aware of being exposed to advertorial messages. This text describes examples of ?branding" in the context of film history and in contemporary film and television production as well. Using examples from historical evolution of modern marketing strategies, examples from other media and other areas of cultural production (music, visual art) and mentioning international context, the focus of my thesis turns to several cases of branded content in contemporary Czech cultural and documentary film and television production.
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Peter Mettler
Tasovská, Klára ; Kubica, Petr (advisor) ; Míčová, Pavlína (referee)
This bachelor thesis explores cinematograpic style and working methods of Canadian film director Peter Mettler. Following text is framed as a fractional analyse on three fundamental documentary movies made by this outstanding interdisciplinary artist. Mettler?s creative concepts are described on the basis of his most innovative and progressive works which characterise his original approach to the film medium from the beggining of his career till present. The examined movies in this thesis are: Scissere (1982), Picture Of Light (1994) and Gambling, Gods and LSD (2002).
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Femino-activismus in video art of Marina Gržnić and Aina Šmid
Arsenjuk, Urban ; Vojtěchovský, Miloš (advisor) ; Míčová, Pavlína (referee)
In this thesis, I am trying to put down a brief developement of a slovene videoart. What the circumstances were and what it was dealing with. That is the case having its roots beginning with formalism and up to a criticism of a former socialist regime and a civil war, which divided former Yugoslavia. I limited the presented examples to video work of two slovenian women, a video tandem Marina Gržinić and Aina Šmid. The reason of doing so, is simple and limited to my personal experience while preparing a documentary film and also by paying a visit of a curatorial exhibition on Media In Media in 1997. According to video work of Marina Gržinić and Aina Šmid, I want to show, how important video as medium is at critical reflections of a certain era. The core of this thesis consists of the analyse of a video work The Moments of Decision (Trenutki odločitve, 1985).
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