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Political Advertising in the Czech Republic
Jeřichová, Tereza ; Šebesta, Karel (advisor) ; Hořejší, Michal (referee)
This bachelor's thesis focuses on political advertising in the Czech Republic. Based on the collected material its aim is to analyse and to depict language means of persuasion, which are used in advertising campaigns of different political parties. The topic of political advertising is being approached from the point of political discourse as well as the discourse of advertising.
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Media literacy as a mean of development of high school student's critical evaluation of political advertisment
Pokorná, Gabriela ; Dvořáková, Michaela (advisor) ; Stracený, Josef (referee)
This thesis is focused on the impact of media literacy in terms of the ability of high school students to interpret political advertisement. In the part of this thesis the reader will be introduced into the concepts of modern democracy and mass media as its important part especially, within the context of politics, in the pre-election period. The reader will be provided an insight into the issue of the influence of mass media on citizens who are exposed to the products of political marketing. Due to the focus on high school students, this thesis mentions research domestic one as well as international that puts together terms as politics- media-teenagers. The second part of this thesis is designed as a research aimed at the impact of media literacy on the students' skills to analyze a political advertisement as well as their civic attitudes. The research is conducted as a qualitative comparison of statements of the analytical abilities of students who took part in media literacy course with those who did not. Key terms: democracy, elections, political campaign, political marketing, political advertisement, media, mass media, media literacy, high school education
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Political marketing tools and their usage in slovak presidential elections (analysis of Kiska’s presidential campaign)
Hrušková, Petra ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The political marketing established in the Slovak Republic over the time and became a relevant part of the Slovak elections. Presidential elections in 2014 showed, that there is sufficiently large space for the application of political marketing. The aim of this thesis is to evaluate the election campaign of Andrej Kiska in presidential elections in 2014 in terms of usage of political marketing tools. The ambition of this work, is to show the extent and the exact form of the tools which were used in this campaign, based on the theoretical framework. Another object of this work is to describe, how was the results of presidential elections in 2014 perceived by Slovak public, how happy were the Slovak voters with the results of the elections and which arguments dominated in favor of Andrej Kiskas election.
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