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Product placement in Czech television production during 2019-2021
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Doležal, Aleš (referee)
The thesis is devoted to product placement as a marketing tool and its execution in Czech TV production between 2019 and 2021. Firstly, it pays attention to the evolution of its definition and descibes the history of product placement both in the Czech Republic and abroad. The thesis also presents typologies and the key trends related to this advertising technique. The positive and negative effects of product placement for both TV producers and advertisers are involved as well. The theoretical part deals with the problematic aspects of product placement and its perception by audience. The research part uses content quantitative analysis to process data from selected Czech TV production including series and shows produced by ČT1, TV Nova and TV Prima. The analysis focuses on different types of product placement, camera shot, the relevance and recognizability rate as well as brand categories. It is also devoted to highlight potentional differences between series and other shows, specific characteristics of certain TV channels, audiovisual works or differences between the channel. The research revealed the fact that active visual product placement with dominanant camera shot focused on category of food and services prevail.
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Most! series and its impact on the czech TV drama and media
Šuhajová, Klára ; Kruml, Milan (advisor) ; Bednařík, Petr (referee)
This diploma theses deals with the Most! series presented by the Czech television in 2019. The purpose of this theses was to find out how the Most! series distinguished from standard Czech series production. In the theoretical part of this theses the Most! series has been put in the Czech series context and concrete distinctions have been investigated. It has been found out, that the most important distinctions have lain in characters, creatively used filming locations and the main theme. Also it has been found out that the Most! series can be considered quality TV so it was endowed with higher quality than other Czech series. Practical part of the theses has been divided into two parts. The purpose of the first part has been to investigate the media reflection of the series using quantitative methods of research. Alongside this research another quantitative analysis of the Czech series Policie Modrava has been made to gain data to comparision. It has been found out that the Most! media reflection contained more published articles from wider media spectrum and it differed mainly in topics and journalistic genres. So it has been proven that the distinction of the Most! series influenced its media reflection. In the second practical part it has been investigated whether the Most! series has...
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Representation of the succes in czech television serials after 1989
Freislebenová, Andrea ; Jirák, Jan (advisor) ; Bednařík, Petr (referee)
Diploma theses "Medial representations of success in Czech series after 1989" is researching, how is through six Czech television series presented the success. Medial images are an important source of knowledge of our current society. Success itself is a phenomenon we are facing daily in our lives. A large part of this experience is made through the media. The purpose of this work is to identify, which key phenomena of society distinguished values has been viewed in selected series (Konec velkých prázdnin, Život na zámku, Ranč U Zelené sedmi, Reportérka, Semestr and Terapie). Through the observations we are able to describe which images were mostly displayed, which at least and with who it has been connected. Thanks to this, we can review whether these medial representations of success are indulgent with their own evaluation of this concept. The recognizability of these phenomena and its interpretation is considered as a parameter of an individual personalities and their observation is being the typical subject of stereotyping. The conclusion of the thesis shows what is the development of representation of success in the Czech series and which picture of the current society has been created by these interpretations.
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Sexuality as a storylinig element in the present television soap operas
Dolejší, Tereza ; Jirák, Jan (advisor) ; Reifová, Irena (referee)
A diploma thesis deals with sexuality as a storylining element in Czech soap operas. The sample contains long-running relational series that were broadcasted by television stations in October-November 2013. Specifically, there were series Cesty domů 2, Gympl s (r)učením omezeným, Ulice and Ordinace v růžové zahradě 2. There were used quantitative content analysis to detection the frequency of sexuality and qualitative narrative analysis to explore the context and way for create the plot. The categories of behavior and conversation containing elements of sexuality were analyzed in the study. During the preparation of the categories, I was inspired by research "How much sex is there in soap operas on British TV?" that was realized by Rami Al - Sayed and Barrie Gunter in 2012. I analyzed the elements of sexuality that create the storyline during the research. I examined the particular scenes where did appear the correlation of story to the previous and following events and debates . I focused on the explicit and implicit exposure of sexuality in the series. If there was an aspect of sexuality without storylining function I tried to find the reason for the occurrence in the series. The theoretical establishment of the topic deals with issues of narrative and discourse of sexuality. There are presented...
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Product placement a jeho vliv na chování spotřebitele
Slováčková, Tereza
SLOVÁČKOVÁ, T. Product placement and its influence on consumer behaviour. Brno, 2015. 205 p. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor: Ing. Martin Souček, PhD. This diploma thesis deals with product placement in Czech environment and its influence on consumer behavior. Methods of eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the con-ducted research, marketing recommendations with possible practical application were created.
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