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Stories in marketing communication of selected brands
 Hnátová, Marie ; Klabíková Rábová, Tereza (advisor) ; Orban, Karol (referee)
Bachelor's thesis aims to describe an application of stories within marketing communication. Particularly, it deals with narratives not only in terms of individual communication outputs but also as an overall approach of brands. The introduction part focuses on determination of narratological terms, which are crucial for orientation in this field. The second part captures stories from the view of commercials in practice, thus as storytelling, a concept of creative process. This part also contains an explanation of presumable reasons for efficiency of stories as a promotional technique. The last part is a combination of described theoretical aspects applied to analyses of three chosen brands, which are characteristic of their narrativity. Brands' stories are analysed as a whole and also as a single communication results. The purpose of this thesis is to outline narratives as a tool for humanisation of brands and for improvement of their attractiveness.
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See also: similar author names
1 Hnatová, Martina
3 Hnátová, Marcela
1 Hnátová, Michaela
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