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The use of audiovisual work for a promotion of fashion blogger and her brand on the Internet
Sedlářová, Lenka ; Khabirova, Maja (advisor) ; Truhlář, Filip (referee)
This bachelor thesis deals with options of using audiovisual work for a promotion of fashion blogger and her brand. The first chapter of the theoretical part is summarizing important pieces of knowledge about blogging and social networks. The second chapter is dedicated to audiovisual work, its production chain and distribution of videos on the Internet. There is an analysis of Czech and world's fashion blogs in the beginning of the practical part to find out what are the actual trends in the fashion industry. The practical part describes the process of creating videos for the blog of a fashion designer. In the end it also evaluates the impact of videos on success of the fashion blog.
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Russian and Czech specifics of copyright protection in the sphere of audiovisual works
Podgornaia, Kseniia ; Boháček, Martin (advisor) ; Levý, Jan (referee)
The significant part of the diploma thesis is oriented on the aspects of audiovisual content copyright law and the illegal usage in two countries, such as Czech Republic and Russia. The main task is to concentrate on pros and cons of their copyright law protection against content rights infringing, i.e. piracy. For deeper analysis, Czech and Russian laws investigation in details is to be made in relation to the law enforcement to the audiovisual content. Then the comparison of the punishments for the copyright law infringement is to be provided and the results of antipiracy activities within appropriate organizations in mentioned countries is to be considered. Subsequently the theoretical part is to be applied in concrete cases of court practices and finally the conclusion of the whole work is to be made. The value of the diploma thesis lies in the attempt of answering the questions, why piracy still exists in the chosen countries. This question is connected to antipiracy actions and their possible obstructions.
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Copyright for audiovisual work and analysis of websites offering audiovisual works
Chrastecká, Nicolle ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
This Bachelor's thesis deals with the matter of audiovisual piracy. It discusses the question of audiovisual piracy being caused not by the wrong interpretation of law but by the lack of competitiveness among websites with legal audiovisual content. This thesis questions the quality of legal interpretation in the matter of audiovisual piracy and focuses on its sufficiency. It analyses the responsibility of website providers, providers of the illegal content, the responsibility of illegal content link providers and legal responsibility of anyone who downloads the illegal content itself. In the end of this thesis the research results are analysed. The practical part of this thesis is devoted to the SWOT analysis of websites providing legal and illegal audiovisual content. The SWOT analysis results support the main idea of this thesis and also give us an outline of possible evolution of the audiovisual piracy. This prediction is mainly focused on the Netflix website. The SWOT analysis and website comparison are based on survey.
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Product placement in the Czech cinematographic creative aktivity
Suková, Martina ; Boháček, Martin (advisor) ; Postler, Milan (referee)
The thesis deals with analysis of legal aspects of product placement and its impact on consumers. First, it explains the concept of product placement from a general point of view - its definition, classification, and the advantages and disadvantages that product placement represents. The main objective of this work is to identify all legislation that touches on the issues of the phenomenon of our times - product placement, defining the precise definition and its effect on the viewer in the role of consumers. Product placement is based on the directive of the European Parliament and Council Directive 2007/65/EC transposed into Czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" and also in the amendment of Act No 231/2001 Coll. The extent to which product placement is used and what types of products are most abundant in Czech films was identified on a sample of Czech cinematographic production. These results were then compared with the Audiovisuals from the United States. The questionnaire was implemented as the intention to assess what is the general awareness of Czech consumers about this marketing tool.
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Devices for video creation and its influence on the record
Chládek, Lukáš ; Truhlář, Filip (advisor) ; Krist, Antonín (referee)
Work is focused on video recording devices, their properties and how these properties affects technical and visual aspects of the video record. To achieve the objectives of the work there was done analysis of the types of devices, finding their principle of operation and analysis of the components used to generate the record. This knowledge has been applied in the comparison of types of devices for different purposes and in the selection of equipment for a real project.
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The application of product placement in music videos and its perception by the target groups
Fedotovskaya, Ekaterina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.
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Právní aspekty product placementu v České republice
Kuchaříková, Lidmila
Kuchaříková, L., Product placement in the legal system of the Czech Republic. Bachelor thesis. Brno: Mendel University, 2015.This bachelor thesis is concerned with advertising in legal system of the Czech Republic, namely with product placement. In the part of the literary research the regulation of advertising in the Czech Republic is analysed. This part is also concerned with self-regulation of advertisement and use of product placement in marketing communication. Practical part is concerned with product placement in the European Union. Individual examples of product placement are also analysed in this part. Analysis focuses especially on respecting the law and the effect on a consumer. Next chapter is dealing with the attitude of The European Consumer Organization to product placement. On the basis of discovered information the opportunities and risks of product placement connected to influenced groups are deduced. The last part suggests process of creating product placement in accordance with law.
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Product placement in music videos in Czech Republic
Pajerová, Hedvika ; Pešek, Ondřej (advisor) ; Poucha, Tomáš (referee)
In my thesis I mapp the current situation prevailing in the Czech Republic in the area of product placement in music videos. The analysis of situation is based on an analysis of Czech and foreign music videos and interviews with experts. General public's view via product placement affects survey conducted online only. In conclusion of the practical part of my thesis is case study for product placement in music video for independent, underground, Czech band. This academic work should contribute to more widespread product placement in the environment of Czech music videos.
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