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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
"We Will Not Let Our Republic Be Disrupted!" - Third Resistance in The Czechoslovak Media
 Dordová, Alžběta ; Groman, Martin (advisor) ; Knapík, Jiří (referee)
This thesis is focused on the topic of media use in a system of a communist totality. It provides an analysis of presentation of selected characters directly or indirectly involved in activities of the anti-communist, so called third resistance, in the Czechoslovak press media of that era. By using the interpretation of results of semiotic analysis of selected news and publicistic articles the author of the thesis attempts to answer the research questions and confirm or disconfirm the hypothesis that communist press media used the above mentioned cases particularly for the promotion of the official ideology. Political and medial contexts as well as brief life-stories of the chosen third resistance representatives are outlined in the theoretical part of the thesis, while the analysis with the interpretation of its results are discussed in the practical part. The conclusion of the analysis confirms that the communist press media associated those representatives with predominantly negative connotations and that the meanings of all the selected articles were strongly affected by propagandistic elements.
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Options of Digital and Social Media Utilization in Pharmaceutical Marketing
 Dordová, Alžběta ; Huněk, Filip (advisor) ; Hrabánková, Markéta (referee)
The bachelor thesis Options of Digital and Social Media Utilization in Pharmaceutical Marketing focuses on the specific aspects of a connection between social media and commercial communication related to the over-the-counter medicinal products. The principal aim of the theoretical part of this thesis is to introduce the topic of pharmaceutical advertising, while the practical part is designed to answer the questions of if and how is it suitable to use social media such as Facebook, Instagram or YouTube as channels for distribution of commercial content related to a medicinal product called Skinoren cream. The theoretical part consecutively puts advertising into the context of marketing and media, introduces the importance of the new media including the social media and describes the challenges of legal and ethical regulation of pharmaceutical advertising. The whole topic is then demonstrated in the practical part as an analysis of two real advertising campaigns. The practical part of this thesis then deals with the attitudes of a chosen target group towards advertising utilization of Facebook. The research was executed as a case study using in-depth interviews as a qualitative method of data collection. The interpretation of the collected data shows that - as a strong marketing tool - Facebook...
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