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The use of artificial inteligence in graphic design for marketing purposes
Massalema, Adham ; Oukropec, Jindřich (advisor) ; Moravcová, Hana (referee)
This thesis deals with the incorporation of artificial intelligence into graphic design for marketing purposes. The aim of my thesis is to find, compare and recommend tools that are currently available that use artificial intelligence to create graphic design for marketing proposals. Artificial intelligence itself is constantly evolving and offers its help in many professions. I have divided the thesis into two parts, theoretical and practical. In the theoretical one, I deal with the explanation and evolution of the phenomenon, followed by the appearance of artificial intelligence in design, graphic design and marketing. From the acquired knowledge and according to the given criteria I compare the available tools. Following the examination, I evaluate them and recommend how they can be used today, but also where they still lack.
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Authenticity on BeReal, the new social media app
Ouhrabková, Eliška ; Oukropec, Jindřich (advisor) ; Švecová, Martina (referee)
The topic of this bachelor thesis is the examination of authentic performance on the new social media site BeReal. The ambition of this thesis is to use qualitative methods to find out how selected respondents present themselves on this social network. The theoretical part of the thesis focuses on communication, social networks, self-presentation, authenticity and the introduction of the BeReal app. In the practical part, the research methodology is introduced to familiarize the reader with the research sample and research questions. It also presents the justification for the chosen qualitative methods, which in this thesis are semi-structured interviews and the digital tracing method attached to them. The methodology section is followed by the research section of the thesis. This is divided into subsections according to the research questions, which aim to help answer the main research question concerning the extent of user authenticity. The last chapter of the research is then a discussion of the results, which summarises the interview findings and links them to the theoretical knowledge from the first part of the thesis. The final section of the paper provides a brief summary of the results and suggestions for further investigation of the phenomenon.
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Analysis of communication of alcohol producers on social media
Štefan, Petr ; Hejlová, Denisa (advisor) ; Oukropec, Jindřich (referee)
The diploma thesis "Analysis of communication of alcohol producers on social media" deals with marketing communication of alcohol producers on social media. Examines the period from 1/1/2020 to 12/31/2021. The thesis aims to map the marketing communication of alcohol producers on social media in depth, and at the same time to create a sufficiently broad context in which the results can be presented. The topic of alcohol marketing on social media is currently important because it can contribute to the formation of alcohol habits or create obstacles for alcohol consumers who are trying to reduce their consumption. The first part of the thesis establishes the theoretical basis of marketing on social media and legal regulations on alcohol advertisements. The second part of the thesis contains mixed research, which includes both quantitative and qualitative research methods. The results of each method are first interpreted separately and then the results of both researches are combined in the conclusion and presented together.
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Digital and traditional fashion brand communication on example of DIOR chain
Vašutová, Mariana ; Jirák, Jan (advisor) ; Oukropec, Jindřich (referee)
The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...
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Presentation of the female beauty on Instagram from the view of "beauty" influencers
Floriánová, Eliška ; Turková, Kateřina (advisor) ; Oukropec, Jindřich (referee)
The topic of my bachelor thesis is "Presentation of female beauty on Instagram from the perspective of "beauty" influencers." The ambition of the thesis is to find out how women's beauty and the female body are perceived and presented by influencers themselves on Instagram, by using qualitative methods. The theoretical part describes the effects of social networks usage on adult women and young girls, focusing primarily on negative influences, such as the possibility of developing an eating disorder increases due to the frequent sharing of women's bodies on Instagram. Then there is indicated the increasing number of facial surgeries, which is also linked to the frequent viewing of edited photographs. The theoretical part of the thesis is also devoted to the principles of how Instagram works, its functions and other photo editing apps. Prominent Czech and foreign profiles focusing on healthy thinking about the female body and motivating female Instagram users to self-accept are mentioned. The methodological part defines the method, i.e. the e-mail interviews which selected Czech influencers who devote their profiles to female beauty. Some of their posts and comments are then analyzed. All of this contributes to the in-depth understanding of what is nowadays considered as beauty on the social network...
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