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Image: media construction of identity
Balounová, Šárka ; Řehořová, Irena (advisor) ; Marcelli, Miroslav (referee)
The aim of this thesis is to clarify the principles of shaping the identity and image in the modern consumer society and explain the role of media in this process as well. In this thesis is used analytical comparative method. The whole work is divided into the theoretical and analytical part. The central theme of the first charter is the description of the characteristics of a modern consumer society. The second main thopic is the relationship of identity and image. In the third theoretical chapter is discussed the issue of media construction of reality. These problems are projected in the three approaches of opinion - Gilles Lipovetsky, the represenatatives of the Frakfurts School and Jean Baudrillard and finally opinion of Pierre Bourdieu. The analytical part of the thesis is concentrated on the application of the theoretical knowledge. As a specific example was selected advertising campaign Think You Can Text and Drive?, which was developed under the auspices of Oprah Winfrey, celebrity with the global reach. In the analytical part were received some essential arguments, which are summarized in the final chapter.
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World of Children as Media Users
Kalivodová, Hana ; Gillernová, Ilona (advisor) ; Wolák, Radim (referee)
This dissertation consists of two parts - a theoretical and an analytical, empirical part. In the theoretical segment, there is a summary of theoretical knowledge about celebrities and their relationship to society and the public, a comparison between celebrities and real authorities, an overview of mass-communication and its influence on the socialisation of children and a series of advantages and disadvantages of the impact of mass-communication on children. The final stage of the theoretical segment characterises, from the point of view of developmental psychology, the two age groups that will be compared in the second segment. The empirical segment answers such questions as how much do children use media in their leisure time, what types of media are most popular amongst them, which celebrities do the children admire and why are these celebrities important for them in particular. The empirical segment is based on analysis of data taken from questionnaires created purposely for qualitative-quantitative research. These questionnaires were given to students in the 4th and 6th grades of an elementary school in Polepy in the Czech Republic (ages 10/11 and 12/13 respectively). The goal of this dissertation is to show the trending habits of children as mass- media users.
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Options of involvement of celebrities in marketing communication
Jaroměřská, Martina ; Koudelka, Jan (advisor) ; Černá, Jitka (referee)
This bachalor thesis deals with involvement of celebrities in marketing communication. Its objective is to explore approaches to involvement of celebrities in marketing decisions primarily of younger consumers. The theoretical part discusses types and descriptions of reference groups and specific involvement of celebrities. The practical part presents content analysis of three different magazines with an objective to determine the occurrence and involvement of celebrities in advertising. Later, a personal survey determines the effect of celebrities on young consumers and how young people perceive celebrities in marketing communication. The practical part further contains a comparison of both methods, a general view of celebrities by Czech consumers in marketing, and recommendations for employing celebrities in advertising. The conclusion summarizes results of all parts of the thesis.
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The effect of celebrities in advertising on consumer decision
Kočárová, Katarína ; Průša, Přemysl (advisor) ; Sedlacky, Martin (referee)
The main objective of the thesis is to clarify the magnitude of celebrities, promoting products or services, on consumer's decision-making process. The work is divided into theoretical and practical part. The theoretical part discusses the theoretical background related to consumer behavior, communication with customers, advertising and reference groups. This section is closed by a chapter, which discusses the main term supporting this work, celebrity. The practical part is focused on the detection of the impact that the occurrence of celebrity in advertising spots has on consumer behavior and also evaluate the effectiveness of specific advertising campaigns broadcast in the Czech and Slovak Republic.
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The potential involvement of celebrities in marketing communication of selected product categories
Jehličková, Anna ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis is to determine whether the involvement of a celebrity in advertising is the right choice and also make recommendation for selecting the appropriate celebrity in advertising beer, more precisely, three specific brands (Pilsner Urquell, Krušovice and Staropramen). In the thesis I explain the basic characteristics of consumer behavior, reference groups, marketing communication, celebrities and marketing research. The application part focuses on the beer market in the Czech Republic and the brewing in 2010, further I pursue my own selection of brands of beers and I state a brief characteristic of both particular beers and businesses. I continue the content analysis and the analysis of my own research, whose main objective is to select particular celebrities for selected brands of beer, on the basis of characteristics and features of celebrities, which should correspond to the image of each brand.
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Analysis of the use of celebrities in marketing
Droščáková, Jana ; Skokanová, Dagmar (advisor) ; Vargová, Martina (referee)
The topic of the Bachelor Thesis is the advantages and disadvantages of celebrity endorsement in marketing. The work explains, firstly, the terms celebrity and celebrity endorsement in general and their appearance in different kinds of industry. Secondly, it describes the methods of selection of a particular celebrity to represent a brand and it also analyses different ways of their presentation together with both successful and unsuccessful practical examples. The work contains a brief look at the legal code concerning these problems and the prognosis of its future trend. The second part of the work is focused on the marketing strategy of celebrity endorsement of Nike brand. The aim of the Thesis is to either confirm or disprove the idea of the effectiveness of celebrity endorsement as a marketing strategy to promote a brand.
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Celebrities Involvement in Media Marketing Communication
Uhrynová, Iva ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.
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Effective celebrity involvement in marketing
Kožáriková, Kristína ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
As the topic of my thesis, which I chose is the issue of effectiveness of the celebrity involvement in marketing and advertising activities. The work is divided into two parts. The first part deals with the theory and its background, which I can continue to lean on. The second part is applied to its own research and analysis of the data. The aim of this study was based on the research, which should confirm or deny the problem about the effectiveness of the process of involving celebrities in advertising, where its presence in advertising helps the brand, while it will not be overshadowed. Besides the distinguishability of celebrity and the brand was under investigation, so far as celebrities in advertising have a positive influence for the recipient of the advertisement.
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Celebrity v reklamě
Baráthová, Monika ; Koudelka, Jan (advisor) ; Bursíková, Marcela (referee)
Práce se zaměřuje na tematiku zahraniční celebrity v české televizní reklamě. Analyzuje 5 reklam na mezinárodné úrovni, ve kterých vystupují světoznámé osobnosti. Teoretická část zahrňuje kapitoly, které vysvětlují základní pojmy spojené s touto tematikou. Ve praktické části jsou uvedeny testy provedené na základě údajů z osobních individuálních dotazníků. Testování závislostí mezi odpovědi a demografickými charakteristikami respondentů proběhlo pomocí programu Statgraphics.
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