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National Repository of Grey Literature

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Celebrity participation in advertising Vopasek, Tomáš ; Koudelka, Jan (advisor) ; Bursíková, Marcela (referee) Práce analyzuje rozdíly v postojích a vnímání reklamy se známou osobností lidmi s vyšším zájmem o svět známých osobností a bulvár. Dále se zabývá vhodností a účinností zapojení známých osobností v reklamě. Dále obsahuje porovnání zapojení celebrit v reklamě formou doporučení (testimonialu) vs. hraní role. V práci je rovněž uvedeno srovnání 18 známých osobností popuární kultury pomocí metody BAV. Detailed record

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. Detailed record

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