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Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic
Kozúbková, Klára ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
Thesis Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic focuses on the interpretation of retromarketing, its current use on an example of Czech companies'campaigns (Kofola, Misa, Botas and others), the reason for Czech companies' inclination to this form of marketing communication and the psychological and sociocultural aspects of contemporary Czech society. Retromarketing is used by companies rather intuitively and currently does not have a strong theoretical basis. Aim of the thesis is to 1) interpret and clarify the concept of retromarketing and 2) to determine why is the retromarketing as a form of marketing communication utilized more and more by Czech companies and analyze examples of specific campaigns to show how is this form of marketing applied. The work is divided into theoretical and practical part. The theoretical part is focused on clarifying the concept, its integration into the wider context of marketing communications and psychological and sociocultural aspects of retromarketing. One chapter of the theoretical interpretation is then given to the interpretation and understanding of nostalgia as one of the key elements of retromarketing. In the practical part are analyzed selected examples of the...
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Collapse of the USSR - Russsian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union
Lelek, Jakub ; Svoboda, Karel (advisor) ; Kolenovská, Daniela (referee)
Bachelor thesis Collapse of the USSR - Russian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union discusses the Russian public opinion development about the end of the Soviet Union during the presidency of Boris Yeltsin (1991 - 1999) and Vladimir Putin (2000 - 2008). The first chapter illustrates the situation in Russia after the collapse of the USSR; afterwards it describes the social, political and economic situation of the country during mentioned periods. Based on the available opinion polls and academic works the second part of the thesis examines the shift in Russian understanding of the collapse of the Soviet Union. The fundamental premise of this thesis is the idea that the end of the USSR was Russian national tragedy. After the analysis author concludes that in Russian society during the presidency of both Yeltsin and Putin remained a basic level of post- Soviet nostalgia, yet it wasn't a national tragedy. The regretting was presented within the older generation, for which the Soviet Union symbolized not only a major global player in international politics, but also their own (often idealized) youth, as well as within the younger generation, that has never had direct experience with the USSR. Furthermore author concludes that due to the...
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Collapse of the USSR - Russsian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union
Lelek, Jakub ; Svoboda, Karel (advisor) ; Kolenovská, Daniela (referee)
Bachelor thesis Collapse of the USSR - Russian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union discusses the Russian public opinion development about the end of the Soviet Union during the presidency of Boris Yeltsin (1991 - 1999) and Vladimir Putin (2000 - 2008). The first chapter illustrates the situation in Russia after the collapse of the USSR; afterwards it describes the social, political and economic situation of the country during mentioned periods. Based on the available opinion polls and academic works the second part of the thesis examines the shift in Russian understanding of the collapse of the Soviet Union. The fundamental premise of this thesis is the idea that the end of the USSR was Russian national tragedy. After the analysis author concludes that in Russian society during the presidency of both Yeltsin and Putin remained a basic level of post- Soviet nostalgia, yet it wasn't a national tragedy. The regretting was presented within the older generation, for which the Soviet Union symbolized not only a major global player in international politics, but also their own (often idealized) youth, as well as within the younger generation, that has never had direct experience with the USSR. Furthermore author concludes that due to the...
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Roots of Stalin's positive interpretation in Russia under Putin's presidency
Prokopová, Barbora ; Kolenovská, Daniela (advisor) ; Novák, Petr (referee)
This Bachelor thesis aims to reveal the roots of the positive interpretations of Stalin in Russia under Putin's presidency (2000-2008). At the beginning of the new millennium we witnessed an increase in popularity and uncritical perception of this Soviet leader in the eyes of the Russian public. The thesis examines on which grounds this nostalgia for the Stalin era is based. It explains how during the 1990s the country was facing a difficult post-communist transition to liberal democracy, which contributed to fostering this sentiment. The thesis also analyzes the results of public survey polls to determine which achievements and values of the Stalin era are appreciated by the citizens of the Russian Federation. Furthermore, it touches upon publications by the Russian academic community in order to explore their interpretation of Joseph Stalin's rule and how they might contribute to his positive assessement by the public. It also shows how the political elite succeeding to power in 2000 deliberately supported and fomented this sentiment of nostalgia; what its concrete steps are; and their motivations and implications. The thesis concludes that the period of chaos under President Boris Yeltsin, when the public felt a decline in the living standards and prestige of the country, had a large influence...
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The picture of the GDR in German prose after 1989
Běličová, Alžběta ; Weinberg, Manfred (advisor) ; Tvrdík, Milan (referee)
The work deals with pictures of GDR in German prose written after 1989 by authors coming from GDR and born after 1960. Literary pictures of GDR could be perceived as reflections of memories of individuals or as fictional images of this country. These pictures can't be compared with analyses researched by historians. The main aim is to show how these pictures create the collective memory of this state and how can the collective memory influences picture of GDR, that plays dominant role in today's German society. The case study compares nine literary texts and shows different aspects of reality of life in GDR. Humour and nostalgia were used as an important part of this picture. The comparison includes parallels and differences, in picturing this country, used by two last generations of authors in GDR.
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Have fun as "then" - What we should know about communism but are afraid to ask
Bzenecká, Lucie ; Abu Ghosh, Yasar (advisor) ; Pullmann, Michal (referee)
This thesis is based on my stay at a retro "ROH recreation - holidays in Tatras as 'then'" organized and provided by one Czech travel agency whose major customers are elderly people. The thesis focuses especially on the motivation of these people to buy such a product, and describes how they spend a holiday like that. This detailed description is an extremely important starting point for clarifying the phenomenon known as nostalgia, which is also in relation to post-communist countries referred to as 'ostalgia". Using the concepts of social memory I show that next to the officially accepted version of history there is a large number of alternative and often contradictory "memories" based on small personal histories of everyday life, which do not include Communism as a political system, but "ordinary" life in the communist times. The main goal of my thesis is to try to find the answers to the question, whether that what the older generation misses is really the communist regime itself, or the sentence "it was better under communism" hides something completely different from mere identification with a particular political establishment. Key words: ROH recreation; communism; retro; nostalgia; social memory; habitus
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The return of old brands like a phenomenon ostalgia in Czech republic
MAXA, Ondřej
The goal of this thesis is to describe and explain the process of comeback of the Czechoslovakian trademarks and products from the time of socialism. The thesis is divided into the theoretical and the practical part. The beginning of the theoretical part focuses on the genral introduction of the "ostalgia", including the brief description of the process of "ostalgia" in other countraies of the former Eastern Block. Another part of this thesis focuses on the reasons why today´s population of Czech republic tends to these nostalgic memories. What´s the reason of the comeback of trademarks like Kofola, céčka, botas etc. Why do people tend to these old trademarks and if it is somehow connected with people´s wish to get the time and way of living in socialism back. Or if this is just the regular nostalgia or the real "ostalgia"? The practical part of my thesis consists of the questionnaire regarding the "ostalgia", the fact hbow the middle generation remembers their youth in the socialism, how they feel about the comeback of the old trademarks or if there´s some more former trademarks they wish to come back. The questionnaire was also presented to a young generation to be able to compare the different opinions of two generations. The final part of the thesis consists of the analysis of the questionnaire and its results.
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Current Trends in Consumer Behavior
Mynařík, Jan ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.
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