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The Building of Political Image - Karel Schwarzenberg
Hlaváčková, Anna ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Thesis "The building of political image - Karel Schwarzenberg" deals with the issue of creating a political image using a specific example of a Czech politician. Karel Schwarzenberg is currently one of the most popular politicians and his party TOP 09 achieved excellent results in the elections to the Chamber of Deputies, Senate and local councils. The thesis deals with the process of building of his political position and uses his example to show how to create and edit the political image in the eyes of public. The aim of this paper is to describe the evolving of political image, what tools can be used to its improvement and explores the factors that influence the popularity of politicians. The theoretical part presents the various aspects of political image creation using different aspects such as an aspect of political marketing, political psychology and the role of media in image building. The study also describes the life of Karel Schwarzenberg and the influence of his life experiences on his political activities in the Czech Republic. The example of several selected campaigns describes the process of building his political image. Analysis of the election campaigns deals with the elections to the Senate in 2004, originally scheduled elections to the Chamber of Deputies in 2009 and elections to the...
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Educative Campaign for People with Psychical Disabilities. Project "Tailored Job"
Brůnová, Lada ; Dolanský, Pavel (advisor) ; Ježek, Jiří (referee)
The Thesis "The Educative Campaign for People with Psychical Disabilities. Project "Tailored Job" deals with social marketing, specifically social campaign of a non-profit organization Asistence o.s. and its various aspects with regard to the Czech non-profit environment. I devote a large part of the thesis to the communications mix which, if used cleverly, saves the non-profit organization some money. Finally, I try to evaluate the project, in particular the communications site and outline how it could be improved and what communication channels should be used in the future.
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The Dior J'adore campaign in 2000-2010
Podzimková, Linda ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
Bachelor's thesis "The Dior J'adore campaign in 2000-2010" deals with marketing communication of Dior J'adore perfume during specified period of time. Visuals and TV spots are analyzed from different points of view such as luxury goods marketing, principles of cultural branding, psychology of colours or visual perception. The thesis reveals content and meaning aspects of the communication which are evident as well as latent ones through which the perfume intends to achieve good market position, success and differentiation from competitors. Elements of the campaign, both typical and atypical for this category of luxury goods, are listed. Thesis describes a possible way to communicate the product in modern way and not to forget traditional and historical values of the whole company and the Dior brand at the same time.
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