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Political party TOP 09 and Karel Schwarzenberg
Salajková, Linda ; Dvořáková, Vladimíra (advisor) ; Vymětal, Petr (referee)
This diploma thesis focuses on relations between a candidate and a political party and how these relations are influenced by political marketing and media. Political party TOP 09 and its leader Karel Schwarzenberg are studied during the political campaign preceding Czech legislative election in May 2010. The study is based on TOP 09's documents and interviews of Karel Schwarzenberg in Czech media. Theoretical part of this thesis is dedicated to concepts of political marketing, influence of media and models of communication. Content analysis compares themes and ways to speak about them used by the party and by Schwarzenberg. Qualitative analysis asks if the party can make use of Schwrazenberg for its own campaign and how strength and what sort of are relations between TOP 09 and its leader.
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The symbols in the advertisement
Kudrnová, Gabriela ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The aim of my Diploma thesis is find out consumers' knowledge of symbols and their images of them and consequently affect the interpretation of trends in relation to the involvement of the symbol in print advertisement. I will use the research in the form of questionnaire and content analysis. The thesis is divided into two parts - theoretical and practical. In the theoretical part I describe cultural predisposition, symbols and marketing communications. In the practical part I concern with with the questionnaire and content analysis. Results from my research are that people know the symbols. The most mentioned symbol was animal. The consumers have also not problem with the meaning of the symbol. The content analysis of three types of magazines shows that most displayed symbol was figure. Recommendation for the creator of advertising is that less is sometimes more, which applies for symbols.
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Marketing significance od male body image
Benová, Natália ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The aim of this thesis is to analyse key cultural factors determining the impact of male body perception on consumer's behavior, evaluate their significance and reflect them in appropriate marketing recommendations. The thesis is divided into four major parts. The theoretical part provides the key information concerning the subject and constitutes the basis for the analytical part. Chapter Body Image Segmentation Potential demonstrates the possibility of using body image for the male market in the Czech Republic. The Questionnaire Survey shows male attitudes to the subject of body image. The Content Analysis examines the male depiction in Czech and Slovak TV commercials. The chapters are supplemented with secondary MML-TGI data. The conclusion of the thesis, as well as the partial conclusions, shows the analyses evaluation and marketing recommendations.
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Marketing importance of women's body image
Křížová, Zuzana ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This thesis deals with research of the marketing importance of women's body image. The research methods including quantitative research performed by assisted interviewing and content analysis of printed advertisements in five magazines targeted on female population were used. The aims of the interviewing are to determine the current physical condition of Czech women and their views on the display "ideal" of feminine beauty in advertising. The content analysis finds out "ideal" state of physical beauty presented to the society. Based on these two methods the differences between the current and "ideal" state was found and final recommendation regarding the suitability of using beautiful women displayed for advertising purposes, the creation of advertisement using beautiful women images, the appropriate media mix and the correct timing were further specified. The research information was completed by data from MML-TGI.
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Content Analysis of Selected Media Case
Daňková, Tereza ; Musil, Martin (advisor) ; Novotná, Eliška (referee)
The bachelor thesis Content analysis of selected media cause focuses on the articles about so called swine flu. These articles are emitted by two Czech internet journals (Aktuálně.cz and Novinky.cz). The purpose of this work is to apply the quantitative and the qualitative content analysis on these articles to find what impression they give. There is a theoretic description of media, their content and their importance in the first part of this thesis. Furthermore each journal and also the topic of selected articles are described. In the second part the results of content analysis are described in detail and compared between mentioned journals.
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Content analysis of advertisement B2B magazine
Umová, Jitka ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
The main objective of this study is to identify, if the advetisement in magazine focused on economy and business is really oriented to B2B group, which branch is the most advetised to others, if the advetising in this magazine is effective and is speaking to target group to. The secondary objective is the research, which characters in advetisement are givet to women in magazine focused on economy and business. The research is quantitative analysis of data which are from advretising and monitoring foundout.
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The Projection of Body Image into Marketing Communication
Diblíková, Daniela ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This diploma thesis discusses the main issues in regards to the topic of body image in marketing, such as its overall description, its negative impacts and the influence it has among the media and advertising. A content analysis was the primary methodology used in this thesis. Furthermore, not only were Czech television commercials analysed, but also Australian ones. The work also discusses the fundamental media indicators which help to form a better understanding of the television market. The results indicate that a normal person will be presented in a television commercial in an attempt to better connect the viewer to the commercial, thus connecting the product or brand to the mass audience. This finding was also backed up by the the results of a media indicators analysis that was conducted for Czech commercials.
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Marketing meaning of body image focused on men’s segment
Kufa, Robert ; Pešek, Ondřej (advisor) ; Stříteský, Václav (referee)
Modern man has to fulfill more roles than he did in history. Instead of leading the family, although woman helps him, he must begin to take care about his body image, because the competition is growing in all areas -- social, personal or work. The aim of this work is to process issue of importance of the body image meaning in the male population, using content analysis of 4 years of men's magazine ForMen where I can find and identify the main and most commonly used features of people in advertisements aimed at the male population across different sectors over 4 years period. Time demands a change in concept of the issue of male body, as one of the nowadays phenomena and determine the significance of fashion as the issue of body image.
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Songwriter´s protest message in the period of normalization
Červenková, Martina ; Dvořáková, Vladimíra (advisor) ; Valenta, Josef (referee)
The topic of the thesis is the issue of the status of songwriter Jaromír Nohavica and his work in the period of normalization. The contemporary circumstances and the context of the origin of his songs are hidden for the majority of people (especially for the younger generation). The basic question of the thesis is how far is the period of normalization in relation to the political system reflected in the songwriter's personal life and lyrics of his songs. The work is methodologically based on quantitative and qualitative content analysis and analysis of the period of normalization. The quantitative and qualitative content analysis is very unusual for political scinece.
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