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Analysis of mass media communication of selected manufacturers of cola-based drinks on Czech TV market
Menšíková, Šárka ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This master's thesis is focused on the analysis of mass media communication of three manufacturers of cola-based drinks, which are Kofola, Coca-Cola and Pepsi. Its aim is to provide a comprehensive overview of mass media communication, to map the progress of marketing campaigns on television and to compare activities of key players in the category of cola-based drinks on Czech television market at the period 2010-2015. The thesis contains theoretical and practical part. The theoretical part contains of literary research and there are also described main areas associated with this thesis such as advertising or mass media planning and there is also summarized the situation on television market and market of soft drinks. The second part of this thesis is devoted to analysis of mass media communication of selected manufacturers of cola-based drinks in the Czech Republic. At the beginning of the practical part there are described all used methods, based on data mining of the set of advertising investments which are available from the company Nielsen Admosphere, a. s.
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Analysis of Marketing Communication of Business Chains on the Czech TV Market
Žarnayová, Klaudia ; Gunina, Daria (advisor) ; Kincl, Tomáš (referee)
This Bachelor thesis is focused on analysis of mass media communication on the market of retail chains in the Czech republic. The thesis consists of the analysis of colors and emotional appeals found in the TV commercials that have been published through the Czech channels. The literary research is based on general knowledge about the mass media communication, psychological aspects and emotional appeals used in TV commercials. The metodological part describes the main methods and processes for the research of the TV commercials. The practical part of the thesis consists of an analysis of colors and the application of their emotional and psychological meaning, which they cause to consumers through the televison commercials. The conclusion includes the results of the analysis and recommendations for their implementation.
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Social marketing in The Czech Republic
Filsaková, Petra ; Vinopal, Jiří (advisor) ; Vlček, Josef (referee)
Bachelor thesis entitled "Social advertising in the Czech Republic" is focused on a specific promotional tool of social marketing, which is most often termed as social advertising. In addition to its insertion into the broader context it also deals with key aspects of whole this advertising discipline, such as its definitions, forms and historical development. Because it is regarded as a communication tool, which speaks to the public through the media, they are also characterized methods of persuasion in this paper. The aim is a detailed description of the specifics of this phenomenon between years 2007 and 2014, which is achieved by using content analysis. The results showed that the largest space in the media have a social advertising focused on global issues, especially in the field of social responsibility and health protection and prevention. Specifically, spots are targeted on poverty, helping handicapped, communication of diseases (AIDS, cancer, etc.) and educational development. Donation character has only ¼ of the observed sample and among the most frequently used principles of persuasion in social commercials include emotional appeals and testimony. Collected data can also be used, for example for the international comparisons, long-term research of the effects of media and a more...
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Adolescents perception of the television advertising
Lepková, Klára ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This thesis named Adolescents' Perception of Television Advertisement is an analysis of the relationship between the television advertisement and the chosen target audience - adolescents at the age of 17 - 20. The thesis examines to what extent the television advertising contributes to forming an image of the world in the members of the target audience and asks whether the advertising pressure focused on the target audience is effective or whether the adolescents are able to think critically and indipendently and to create their own opinion on the proposed and explored issue. The introduced thesis is devided in two parts - practical and analytical. The first one is primarily based on findings gained form relevant literature and the sedondone presents the process and results of the very quantitative research. The main aim of this thesis is to find out what is the overall attitude of adolescents at the age of 17 - 20 towards the television advertisement and to give evidence whether they believe the informatik presented in the TV advertising. In order to meet the given goal 105 students of two last years of Catholic Grammar School in Pilsen were put through the quantitative questionnaire research detected the trends in adolescents' attitudes and perception of TV advertising. The research included four...
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Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising
Veličková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
Bachelor thesis Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising describes what forms of media presentation company Coca-Cola Hellenic Bottling Company Česká republika, s. r. o. chose for its brand Fanta during the period between years 2010-2015. Further it is focused on Fanta soft drink television advertisement in particular. In the beginning of the thesis the history of the company and the Fanta soft drink are described. Following part is dedicated to marketing area and the way how the beverage products should be communicated to customers to be effective. The chapter Media is focused on media communication and media mix specifics that should be always taken into account by soft drink beverage companies during the consideration process about media and the way of communication for the target group. The next part is about the way how to analyze media putting the emphasis on the media content analysis. The thesis also explains vital terms related to semiotics (such are code or sign). In the second part of the text there are explained results of brand survey that is created by the third part for the company on regular basis giving them a comparison with competitors. The last part is dedicated to semiotic analysis of television advertisement and profound description of...
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The influence of television commercial on the value system of a children from primary school
Benet, Tomáš ; Sak, Petr (advisor) ; Mazáčová, Nataša (referee)
This bachelor thesis deals with the issue of the influence of commercial advertisement on the value system of children of younger school age in the Czech environment and in the context of society nowadays that is being significantly modified by the influence of infosphere and cyberculture. This impact relates both to an excessive TV watching and the use of other digital video equipment. This very frequently consists of the commercial advertisements which appear on TV as well. Watching TV strongly contributes to passive and consumerist lifestyle. Therefore, the role of parents is crucial because they can help children to do some activities and make them think critically about their real needs. Additionally, pedagogical action via media education, which has been still neglected, is essential. The aim of this thesis is to verify whether, and to what extent, children adopt this system of values presented by commercial advertising, as human value system is vital for one's development.
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The Right Guy World: The Analysis of Television Beer Commercial Discourse
Kroulík, Jiří ; Švantner, Martin (advisor) ; Kladný, Tomáš (referee)
This paper's aim is to critically describe and use Michel Foucault's method archaeology for discursive description of contemporary television beer advertisements broadcasted in the Czech Republic. Theoretical part tries to define terms as denounce, discursive formation and discourse and propose their possible usage in practical research. The paper supposes that television beer advertisements are governed by the same discourse which was used in other beer advertisement and all advertisements form a coherent whole. Analytical part's aim is to describe this coherent whole from the aim of discourse and specific chose of denounces that form picture of beer and its role in a men world. Key words: Foucault, discourse, archaeology, television advertisement, beer
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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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The impact of television advertising on children of primary school age
Pichalová, Denisa ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
The thesis "The impact of television advertising on children of primary school age" research how usage of psychology in advertising influences customers aged 6 to 11 years. The introduction of theoretical part defines term advertising, her aims and history. Another chapter acquainted with the context and connections between the disciplines of psychology and advertising. The work includes psychological analysis of advertising and explanation of terms that relate to its adoption and a description of the development of perceptual abilities of the child in school aged child. The research. The practical part focuses on the description of the creation and presentation of research results. Finally, the work deals with a practical analysis of TV commercials that respondents chose as their favorite. This step reveals ad properties that make it unique from the children's perspective. The aim is to aquire knowledge in the preferences of child viewers and its implementation into the design creation of effective TV advertising to children. Powered by TCPDF (www.tcpdf.org)
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Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study
Brezarová, Alžběta ; Köppl, Daniel (advisor) ; Shavit, Anna (referee)
The bachelor theses "Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study" deals with three communication campaigns and further communication activities of HORNBACH DIY retail company in the Czech Republic in 2009. The aim of the theses is to define the HORNBACH brand on the Czech market, compare it with its competitors and then describe and analyze three campaigns - one that maintains the position of the brand, one that communicates low prices and finally the complex campaign called "Make it your project!". The thesis is focused particularly on TV commercials, print advertising and communication via social networks and a company website. Analyzed communication activities are put in context with the brand positioning, brand image and the economical results of the HORNBACH Company in the year 2009/2010. The communication activities were analyzed and evaluated according to information from literature and articles.
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