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From Brief to Solution - Commercial Communication in Sociological Perspective
Novák, Michal ; Tuček, Milan (advisor) ; Hendl, Jan (referee)
The aim of the diploma thesis is to describe the issue of transfer of information in commercial communication and advertising. Using the essential sociological theories it tries to describe the process of designing meaningful and successful commercial communication and points out all the complications which can appear. The increased emphasis is put on the importance of understanding the participant's (sender, receiver) behavior and motivations - in commercial communication represented by the knowledge of target group and the brand itself. Based on the theoretical approaches to the communication process - mainly Stuart's Hall reception theory, Cacioppo's Elaboration Likelihood model and Petty's Laswell formula - the thesis describes how to design the advertising campaign properly. It is always helpful to analyze the current situation you are in, analyze your customer's interests and when you finally decide which message you want to use in communication, the keystone of the successful transmission is to code it correctly. You also have to take into consideration the definition of target group, market analysis, media-mix etc., as condition of proper encoding/decoding, minimizing external interferences, therefore maximize effectiveness of message transferring - achieve preferable reading. Practical...
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"Visual communication analysis. The case of contemporary European theatre posters"
Jonášová, Helena ; Kruml, Milan (advisor) ; Sládková, Hana (referee)
The aim of the diploma thesis is to describe and define basic principles of visual communication from the point of view of mass communication theory and classical media theory and to attempt to create a basic synthesis of these branches. The visual communication is currently dominating form of communication not only in advertising and marketing, but also from the point of purely artistic expressing, which nowadays abandons classical conservative techniques and searches for new ways of expressions. The focus on the diploma on European theatre poster, which is a factual synthesis of those trends, allows adequately assessment the relevance of media theory in relation to visual communication as a way of addressing recipients with the information given in a form of an image. The topic of European poster has been chosen to widely demonstrate the general acceptance of visual communication as a part of sociocultural discursion in a global sense. Another dimension of a theatre poster is its function in public space and the possibilities of the audience to accept the message in these surroundings. On the background of relevant media theory it will also be presented the position of contemporary theatre poster among new trends of mass communication. The quick arrival of new media and their easy accessibility...
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Specifics of contemporary theatre posters as means of visual communication
Jonášová, Helena ; Trampota, Tomáš (advisor) ; Savický, Nikolaj (referee)
This rigorous thesis develops and widens the author's diploma thesis, which was defended, under the title "Analysis of visual communication. The case of contemporary theatre posters" at the Faculty of Social Sciences in June 2014, with excellent assessment. The previous aim of the diploma thesis was to describe and define basic principles of visual communication from the point of view of mass communication theory and classical media theory and to attempt to create a basic synthesis of these branches. The rigorous thesis elaborates the outputs of the research further, and analyzes them in relation to social and communication networks. The visual communication is currently dominating form of communication not only in advertising and marketing, but also from the point of purely artistic expressing, which nowadays abandons classical conservative techniques and searches for new ways of expressions. The previous focus of the diploma thesis on European theatre poster, which is a factual synthesis of those trends, allowed an adequately assessment the relevance of media theory in relation to visual communication as a way of addressing recipients with the information given in a form of an image. The topic of European poster has been chosen to widely demonstrate the general acceptance of visual communication...
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Challenges in Promotional Texts
Wolfová, Michaela ; Janovec, Ladislav (advisor) ; Holanová, Radka (referee)
Challenges in PromotionalTexts The goal of this thesis is to provide a comprehensive analysis of challenges in commercial advertisements. It will analyze texts of printed, television, internet advertisements The thesis will examine what approaches are used in marketing campaigns to challenge to the recipient's emotions as well as what social values are used for the challenges to be effective. There search will be based especially on stylistic and content analysis
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Tje evolution of television and its audience
Pěničková, Barbora ; Řehořová, Irena (advisor) ; Svoboda, Aleš (referee)
The diploma thesis will be devoted to the theme of traditional and new media, that are becoming dominates the media world and an important part of everyday life. The text aims to introduce television as a medium that is constantly evolving, as well as the and its audience. Based on this assumption, we will examine television from the perspective of several main media theorists. In fact, there are several basically different views on this medium and its audience. Especially older writers such as Pierre Bourdieu, Neil Postman, Jeremy Orlebar or Guy Debord, have become accustomed to television and the overall medial platform as manipulative and television audience passive. On the other hand, there are also several authors, who see media in progress, digitization and the emergence of new media as new possibilities. We are talking about Pierre Levy, Don Tapscott and Axel Bruns. Between the two opposites are still moving Stuart Hall and John Fiske. Special attention will be devoted to the issue of the gradual development of television as a medium and its audience. Television is in fact considered as one of the traditional (old) media, however, it is changing with technological developments and respond to innovation. I will try to answer the question of what television as we know it today, uses of old and...
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Poster communication and its didactical potential in art education
VACKOVÁ, Eliška
Diploma thesis called ?Poster communication and its didactical potential in art education? examines practical procedures of art techniques used in an art education at a university. Theoretical part of the thesis deals with a didactical material in an art education which is connected with a visual aspect of posters in present and past. Practical part of the thesis include creation of five graphical posters for university students who use those technics. These posters can be also used by teachers in art education.
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