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Opportunities for Implementing Multisensory In-store Marketing, Demostrated by Apple In-store Communication
Lišková, Iva ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Opportunities for Implementing Multisensory In-store Marketing, Demonstrated by Apple In-store Communication" addresses the marketing possibilities for including all of our senses in a retail store experience. It illustrates those marketing possibilities with current examples of Apple in-store communication. The first theoretical part defines in-store marketing communication, its terminology, provides information about multi sensory marketing and subsequently analyzes each of our senses with the potential for their in-store implementation. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication at branded Apple stores, as well as at premium resellers that are found in the Czech Republic, such as iStyle, iSetos, and iWorld. Information about branded Apple stores is gained from literature and on-line sources. Information about premium resellers comes from my own observation and interviews with their employees. The main focus is on the description of the current situation, comparisons and finding new opportunities to implement our senses at in-store marketing communication at Apple stores and their premium resellers.
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Presumptions of the Formation of the modern Men's Suit (General and unique in the typology and in the formation of men's court, military and ecclesiastical clothes in the light written, iconographical and material sources in Czech countries of early new ages at the court of the Austrian Habsburgs in the frame of the European culture of clothing)
Kutílková, Dagmar ; Koldinská, Marie (advisor) ; Petráň, Josef (referee) ; Nachtmannová, Alena (referee)
v anglickém jazyce The dissertation thesis with title "Presumptions of the formation of the modern men's suit" elaborates the general and unique features in the typology of men's court, military and ecclesiastical clothes. Research, which is based on written, iconographical and material sources, is aimed at environment at the court of the Austrian Habsburgs in early new ages from the end of the 15th century till beginning of the 90s of the 18th century having respect to history of clothing in the in Czech countries in the context with European clothing culture. The conception of the thesis goes out from the approach to men's suit in the history of clothing as to the cultural discipline. The main theoretic-metodological basis is investigsation of the general and the unique features in the concrete types of the men's clothing, which are characterized most of all of the contemporary construction (cut), material (cloth) and colours of the men's clothing and which has got the style-forming importance by means of these general features. The results of the research work amplifies not only the knowledge in the area of the clothing history, but also brings the possibility of practical application of this knowledge to increase of the cultural values of written, iconographical and material memories with time,...
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No One Dare Say It's Boring Towards the Sociology of High and Low Art
Paulíček, Miroslav ; Dvořák, Tomáš (advisor) ; Střítecký, Vít (referee) ; Ševčík, Miloš (referee)
Miroslav Paulíček NO ONE DARE SAY IT'S BORING TOWARDS THE SOCIOLOGY OF HIGH AND LOW ART The concept of high art usually connotes highbrow and snobbery, the pride of elitists; it seems to be an instrument of the ruling class for its dominant social status reproduction. Many advocates of popular culture scorn and ignore high art - they often use the approach of social constructivism and say that high culture is nothing but a social construction. They emphasize that there is no quality, which could classify any work of art as high or low. On the contrary, the author of this book writes about an art with no animosity, without an effort to relativize of it, about art without ironic quotation marks. The title of this book - quotation from Gustave Flaubert's letter about reading Dante's Inferno - enables to develop a story of the answer to the question of what kind of art is the art that no one calls boring and why no one dare do it. The book finds its inspiration in the perspective of social constructivism and in the sociology of science. The author describes the actors (both humans and non-humans) that keep the network of high art together. He starts with the ways of creating canons (of authors or works of art), he also deals with actors as nation, tradition, taste, age, money, education, comic, kitsch, irony,...
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The Entry "Fashion" in Czech Encyklopedias
Schambergerová, Lucie ; Hlobil, Tomáš (advisor) ; Jarošová, Helena (referee)
The thesis "Entry "Fashion" in Czech Encyclopedias" analyses an evolution of aesthetic viewpoint of the entry "fashion" since its first appearance (the first Encyclopedia in Czech language from 1866) until recently (the Entry Fashion in 2001). The thesis research method is based on Jan Mukařovský's theory of function, value and norm of the aesthetics and his commentaries on fashion, which I made a subset to my own term aesthetic viewpoint. For better orientation I first decided to summarize particular analyses of each entry into a spreadsheet which makes development, way of characterisation and terminological variability of aesthetic viewpoint apparent in a more complete way. The main goal is to answer the following reasearch questions: 1. Do authors distinguish between fashion as a norm and fashion as a form of clothing? 2. Which terms are being used to thematize the aesthetic viewpoint? 3. What is the context of the aesthetic viewpoint of fashion?
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Phenomenon camp
Černá, Lucie ; Paulíček, Miroslav (advisor) ; Holeček, Tomáš (referee)
In this work we pay attention especially to the broader introducing of the phenomenon, which is called Camp. We describe here the basic features of the camp, such as excessive efforts to effect, a possession for foiled art and his seriousness, which fails. We discuss the camp view of the surrounding world, with its typical irony, and we refer also to the current form of this phenomenon. We try to show the historical development of the camp, with particular emphasis on modernity, precisely because of his perception that it is based. Space is also devoted to the development, which can be detected in the works of various authors who deal with the theme of Camp. We focus also on specific redefinition of "good" and "bad" art, and not neglecting the relationship between camp and kitsch, as it often leads to erroneous substitution of these two phenomena. Much of the work is dedicated to taste, because camp has become sociologically relevant issue in communion with it. Here we focus mainly on the different view of the taste of "upper class" and the upper class itself. We show the connection of Camp with the theory of American authors Kern and Peterson which refers to the cultural "omnivorousness". At the same time we try to indicate where in the sociological point of view upon taste there is a place for...
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Influence of producing technology on flavour of Edam cheese
Urbanová, Andrea ; Buňka, František (referee) ; Vítová, Eva (advisor)
This work deals with the problem of flavour of Edam cheeses, i.e. natural hard cheese with low heat curd. The samples came from dairy MILTRA B s. r. o. Městečko Trnávka. A number of aroma active substances contribute to flavour of cheese. From the chemical point of view they are volatile compounds, including alcohols, aldehydes, ketones, fatty acids, esters, lactones, terpenes etc. Their content increases during ripening by influence of proteolytic and lipolytic changes and creates aroma, which is characteristic for type of cheese. The development of these components was monitored in chosen Edam cheese (30 % fat in dry matter) by headspace-SPME/GC method. The fiber CARTM/PDMS 85 µm was used for extraction of aroma compounds. The samples were taken from cheesemilk up to technologically ripe cheese. In total 30 aromatic compounds were identified, their content increased during ripening. The first increase was observed after pressing and then especially in second part of ripening. For comparison Edam cheese samples were also sensorially evaluated during ripening. The ordinal scale and profile tests were used for evaluation of organoleptic properties (appearance, texture, taste, aroma). The sensory quality was improved during ripening, but significant changes were not observed with regard to fine taste and smell of Edam cheese given by globally low content of aroma active compounds.
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Testing of sensory abilities of assessors - studying of taste sensitivity
Chytilová, Eliška ; Janoušková, Eva (referee) ; Vítová, Eva (advisor)
The aim of this diploma thesis is to study the sensitivity of one of the five human senses - taste. It deals with anatomy of taste sense, taste perception and it also describes which kinds of taste we are able to identify. Sensory analysis is focused on human senses and their practical use. Consequently, the requirements for sensory assessors, requirements for sensory laboratory, methods used in sensory analysis and summary of legislation in this area are described in this thesis. In order to perform qualified sensory assessment, the laboratory needs accreditation. On this account the requirements of Czech accreditation institute are mentioned here. Methods suitable for studying of taste sensitivity of sensory assessors are chosen and validated in experimental part. Standard operating procedures are elaborated for these chosen methods.
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Aesthetics of Camp
NOVOTNÁ, Pavlína
This thesis deals with the phenomenon of camp and its manifestations in modern western culture. The aim of this thesis is to indentify the signifiant features typical for camp as an aesthetic stance and for camp as an object. Attention is paid to the relationship of the camp and kitsch, and their differences and similarities. The relationship of camp to the high and low art or dandyism is also examined. The main text used for this thesis is an essay "Notes on Camp" by Susan Sontag.
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