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Analysis of language of the Formula 1 commentators with main focus on vocabulary
Hais, Petr ; Schneiderová, Soňa (advisor) ; Trunečka, Ondřej (referee)
The thesis covers the topic of sports commentary of Formula 1in Czech and Slovak language. Its goal is to find characteristics of commentary of this sport and compare fundamental differences from sports of the Czech mainstream (football, ice hockey). There is language analysis used for the purpose of the thesis with accent on vocabulary and its usage in the commentary with regard on the difference between vocabulary specific for motorsport and Formula 1 and common vocabulary used by the commentator. The analysis contains eight grand prix from 2021 to 2024. In selecting these races, attractiveness from both perspectives was taken into account, specifically both really attractive and less attractive races were chosen. The definition of specifics and contrasts of the Formula 1 commentary vocabulary is the main goal of the thesis. The text introduces main distinctions between sports journalism and other parts of journalism in combination with an outline of the definition of sports commentary and its problematic in academic world. The results of the thesis are finding out the accuracy and mistakes in usage of words from the Formula 1 vocabulary and a presentation of the intensity of words used in the commentary. In comparison with sports of the Czech mainstream the thesis found out key difference in the...
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Strategic Communication of the culture of the royal city of Písek in the last decade (2012-2022)
Kuchařová, Klára ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
The aim of the thesis was to analyse and interpret the communication of cultural events in the selected city in the given time period from 2012 to 2022 and to survey public opinion about culture in the city of Písek. The theoretical part of the thesis focuses on defining the basic concepts related to marketing and strategic communication and focusing on their use in the communication of cities and municipalities. The practical part analyses the strategic communication of the city in the given time horizon by means of a comparative analysis, supplemented by a questionnaire survey among the city residents concerning satisfaction with communication and promotional activities.
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The influence of the viral trends of TikTok on the beauty industry
Miroškina, Marija ; Zavadilová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis explores the influence of TikTok on the spread of beauty trends and their impact on user purchasing behavior. The main goal of the study was to examine how viral videos on TikTok can shape consumer habits and perceptions of cosmetic products, with a focus on how cosmetic brands can strategically utilize these trends to their advantage. The theoretical part provides an overview of the origins and development, algorithms, and users of this social network, while the practical part focuses on analyzing viral videos on TikTok and their impact on consumer preferences, particularly among Generation Z users. Research through a survey revealed that organic trends can be more effective for brands than traditional advertising and that brands adapting to current trends achieve greater interest from users. The most popular cosmetic trends identified in the survey include "clean girl aesthetic," "glass skin," and makeup styles inspired by well-known films and series. The findings indicate that these trends not only strengthen brand perception but also directly influence purchasing decisions, suggesting that TikTok is a key channel for the marketing communication of cosmetic brands, especially those targeting a younger demographic. The thesis emphasizes the importance of continuous monitoring...
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Anglicisms used in czech online media
Matejićová, Andrea ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis entitled "Anglicisms used in Czech online media" contains two main parts, theoretical one and practical one. In the theoretical part, the thesis focuses on anglicisms from the viewpoint of linguistics, the development of anglicisms and methods of adaptation into the Czech language. In the practical part, an excerpt of anglicisms from selected online media is implemented: ČT24, iRozhlas, Seznam Zprávy and Deník N. These media were selected based on the Oxford Digital News Report study for the year 2023. Each of the media is briefly characterized. Excerpted anglicisms are divided into two categories: adapted and non-adapted anglicisms. Each anglicism is characterized using the online Cambridge Dictionary and Oxford Learner's Dictionaries and further interpreted in the context in which anglicism is used. This is followed by a chapter on the evaluation of findings from the practical part. A total of 29 anglicisms were extracted; the most anglicisms were used in the private media Deník N (27 expressions), the least on the public service media website ČT24 (13 expressions). Most anglicisms related to culturally oriented texts or texts with social and minority subjects. The aim of this bachelor thesis is to describe individual anglicisms and interpret the context of their use in...
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The (De)stigmatisation of Mental Health in Traditional Media between the Years 2021-2023
Čižinská, Veronika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
In recent years (2021-2023) there has been increasing public interest in the topic of mental health. This study examines the influence of the media on the perception of this topic and its destigmatisation. Taking into account theories of agenda setting and public opinion, it analyses how the media frames the topic of mental health - whether it contributes to destigmatisation or, on the contrary, reinforces stereotypical prejudices. Based on the analysis of the data found in this thesis, it can be concluded that society is gradually shedding the stigma associated with mental illness. Compared to previous years, especially 2011 and 2001, we observe an increasing public interest in this topic. These data point to the fact that mental health is becoming an important social issue and the process of destigmatization is underway.
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Humor vs fear/ change of appeal in Aggression kills campaign
Nováková, Beáta ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor's thesis is to compare the effectiveness of negative and positive appeal in the campaign Aggression Kills, which was created as cooperation between the Czech Association of Insurance Companies, BESIP and the Police of the Czech Republic.The theoretical part defines the concepts of social advertising and emotions in marketing. It also describes examples of Czech and foreign road safety campaigns and information about the Aggression Kills campaign. This campaign has produced six TV and radio spots, which differ in their appeal, one is negative and one is positive.The practical part is in the form of a qualitative structured interview with nine respondents aged 18-24. The respondents were divided into three groups and each group was shown a different pair of spots. After watching both spots, respondents answered a set of questions. The aim was to find out which appeal they found more effective. After 6 weeks, respondents communicated their feelings again, this time without having seen the spots before, so that their answers were based only on what they remembered. The aim of the practical part was to compare which appeal in the message respondents remembered after a time lapse.
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The impact of social media microtrends on sustainability within the fashion industry
Janoušková, Barbora ; Schneiderová, Soňa (advisor) ; Zavadilová, Tereza (referee)
This bachelor thesis examines the impact of social media microtrends on sustainability within the fashion industry. It begins with a description of the current state of the fashion industry in the digital environment and an analysis of how social media trends work. It then focuses on the issue of sustainability in the fashion industry and examines how the popularity of microtrends may be related to the negative environmental impacts of fast fashion. Through quantitative research, the aim of this thesis is to identify the impact of these microtrends on the purchasing behaviour of Generation Z and to deduce from the data how this behaviour affects sustainability within the fashion industry. The research was conducted through a questionnaire survey. In the discussion, the research results are analysed, then placed in a theoretical context and used to answer the research question. Based on the results, it was found that fashion inspired by microtrends often carries the characteristics of fast fashion, which has a negative impact on sustainability within the fashion industry. This was complemented by the finding that members of Generation Z show a desire for sustainable practices when dealing with microtrend-inspired fashion.
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Markedness in the language of Czech political podcasts
Johová, Lucie ; Jirák, Jan (advisor) ; Schneiderová, Soňa (referee)
The master's thesis focuses on the markedness in the language of Czech political podcasts. The aim is to find out how contemporary political journalists enrich their vocabulary and how they utilize creativity, humor, irony, and updating expressions in their speeches. The theoretical part defines the functional journalistic style and its historical development, as well as the concept of stylistic markedness and the principles of identifying marked linguistic means. The work also examines the role of podcasting as an important media phenomenon of the 21st century and its relationship to the traditional audio medium - radio. The analytical part applies these findings within the framework of a qualitative analysis of the language of speakers in selected political podcasts. It focuses on their inventiveness in using linguistic means and reflects the current language situation and trends in enriching vocabulary in the public space. The results show how speakers use updating expressions in their speech and to what extent they resort to standardized expressions. The master's thesis provides a valuable overview of the current state of language in Czech political podcasts and contributes to a better understanding of the role of podcasting in the Czech media landscape.
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Creative process of Czech copywriters
Dobisík, Jan ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This thesis deals with Czech copywriters and their creative process. The theoretical part of the thesis explains the basic concepts related to the topic, copywriting is put in a strategic framework, the current state of copywriting abroad and in the Czech Republic is examined and quantitative and qualitative research methods are presented. Both are subsequently used in the analytical part of the thesis, where a socio-demographic profile of Czech copywriters and their job descriptions are determined by the means of a questionnaire survey. Using in-depth semi- structured interviews, the creative process of Czech copywriters, how they use AI language models in their work and what is their view of the Czech copywriting community is further explored. Based on the data gathered from 120 respondents of the questionnaire survey, we can consider a typical Czech copywriter as a woman aged 25-35 working in Prague, who has a university degree, works as a freelancer and copywriting makes up 50-75% of her workload. In-depth interviews with 6 Czech copywriters selected from advertising agencies, freelancers and the commercial and non-commercial sector provide insight into the creative process of the respondents, which, according to the research results, is most influenced by a client's brief, their own research...
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