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The evolution of the Italian written language in commercial communication from 1990 onwards
Hrubá, Zlata ; Štichauer, Pavel (advisor) ; Špaček, Jiří (referee)
The aim of this thesis is to analyse the development of the Italian language used in business environment and also the overall development of the Italian and commercial correspondence from the nineties of the twentieth century to the present. In the first and theoretical part, the work focuses on the introduction of a theory of communication, models of communication and business communication methods, but the main topic of this work is corrispondenza commerciale - a business correspondence. Based on the theoretical ground, a framework for subsequent analysis has been defined, in order to compare and deal with salutation and addressing options, syntactic and lexical changes, and also with polite and formal methods and with various final greetings and formulas. The analysis has provided interesting results demonstrating the occurrence of major changes in the Italian business correspondence and in professional language as well. However, the analysis has brought unexpected results.
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Challenges in Promotional Texts
Wolfová, Michaela ; Janovec, Ladislav (advisor) ; Holanová, Radka (referee)
Challenges in PromotionalTexts The goal of this thesis is to provide a comprehensive analysis of challenges in commercial advertisements. It will analyze texts of printed, television, internet advertisements The thesis will examine what approaches are used in marketing campaigns to challenge to the recipient's emotions as well as what social values are used for the challenges to be effective. There search will be based especially on stylistic and content analysis
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Unsolicited advertising in Czech and German law
Vacková, Linda ; Patěk, Daniel (advisor) ; Horáček, Vít (referee)
Unsolicited advertising in Czech and German law This thesis, entitled "Unsolicited advertising in Czech and German law", comprehensively analyses the issue of unsolicited advertising in the legal system of the Czech Republic and the Federal Republic of Germany. Unsolicited advertising represents a certain interference with the personal or commercial sphere of its addressee or third parties, and in the context of the development of modern means of communication appears increasingly and in various forms. Even though advertising in general is a reflection of freedom to conduct a business and freedom of expression, its legal regulation is needed, especially in case advertisement is undesired and harassing. The text of this thesis is systematically divided into four consecutive parts. The first part constitutes an initial reflection on the need and reason for a legal regulation of unsolicited advertising. The second part is divided into four chapters and provides the basis for regulation of unsolicited advertising and an outline of its current form. The first chapter deals with the historical background of regulation of unsolicited advertising. The second chapter places unsolicited advertising into a wider legal framework of constitutional law. In the following third chapter the issue of unsolicited...
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The specifics of communication in hookah community on Facebook
Kopáček, Jakub ; Závozda, Petr (advisor) ; Soukup, Martin (referee)
This thesis deals with the topic of how the members of online community of hookah smokers (hookah community) communicate. The core of the thesis lies in the quantitative content analysis of the content published in three hookah community Facebook groups. The results of the analysis are complemented with insight gained through semi-structured interviews conducted with seven members of the hookah community, using qualitative analysis. The first part of the thesis outlines the new media, describes basic terminology and concepts of social networks and marketing communication, provides an introduction into the topic of online communities, and describes hookahs, the hookah community, and the commercial entities involved in the hookah industry. The second part of the thesis describes the methodology of quantitative and qualitative research, presents the obtained findings, and provides their summary utilizing the knowledge presented in the theoretical part of the thesis. The thesis aims to describe and evaluate the current state of communication within the hookah community Facebook groups and map the presence of commercial communication in the analyzed content.
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Unsolicited advertising in Czech and German law
Vacková, Linda ; Patěk, Daniel (advisor) ; Horáček, Vít (referee)
Unsolicited advertising in Czech and German law This thesis, entitled "Unsolicited advertising in Czech and German law", comprehensively analyses the issue of unsolicited advertising in the legal system of the Czech Republic and the Federal Republic of Germany. Unsolicited advertising represents a certain interference with the personal or commercial sphere of its addressee or third parties, and in the context of the development of modern means of communication appears increasingly and in various forms. Even though advertising in general is a reflection of freedom to conduct a business and freedom of expression, its legal regulation is needed, especially in case advertisement is undesired and harassing. The text of this thesis is systematically divided into four consecutive parts. The first part constitutes an initial reflection on the need and reason for a legal regulation of unsolicited advertising. The second part is divided into four chapters and provides the basis for regulation of unsolicited advertising and an outline of its current form. The first chapter deals with the historical background of regulation of unsolicited advertising. The second chapter places unsolicited advertising into a wider legal framework of constitutional law. In the following third chapter the issue of unsolicited...
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Commercial communication of RED BULL on the Czech market
Gavrilova, Polina ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
Cílem Bakalářské práce je definovat komerční komunikaci společnosti Red Bull GmbH na českém trhu. Teoretická část práce pomůže pochopit druhou, praktickou část. V práci bude čtenáři krok po kroku představena značka Red Bull a její skrytá identita ale také obraz v očích konzumenta. Umožněné to bude analýzou postavení společnosti na českém trhu, spolu s jejich jedinečným a originálním způsobem komunikace. Dále realizace případové studie Red Bullu se uskuteční skrz primárního výzkumu, který sloužil jako hlavní zdroj informací.
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Draft of communiation strategy for Dokořán Initiative
Šmýrová, Barbora ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The diploma thesis deals with the communication strategy of the association Dokořán Initiative. Dokořán Initiative is a nonprofit organization working in the field of culture. The goal of the thesis is to design a communication strategy which will be effective, and at the same time overcome all barriers specific for non-profit sector, especially the field of the culture. The thesis is divided into three chapters. The first two chapters provide a theoretical basis for the development of the practical part. It deals with marketing in general, eventually it gets to all commercial communications and specifics of non-profit organizations and Culture. The third chapter contains a detailed analysis of the association. In the conclusion of these analyzes we can find a comprehensive proposal on a communication strategy for the season 2017.
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Marketing communication of British American Tobacco
Šáchová, Barbora ; Postler, Milan (advisor) ; Arslanianová, Denisa (referee)
Master thesis is focused on marketing communication of British American Tobacco company. The objective is analysis on example of campaign which is connected to the launch. Theoretical part is dedicated to characteristics of marketing mix, communication mix and also to brand. Tobacco industry, its specifics and mainly the legal restrictions are described in practical part of the thesis. Then there is introduction of BAT company and Rothmans brand. As was already mentioned, the last chapter is about particular study case, Rothmans Demi Click and about detailed analysis of campaign which is related to this launch. Part of a thesis is also evaluation of the campaign by quantitative and qualitative research. At the end there are recommendation for the future.
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Pragmalingvistic analysis of Danone Activia brand commercial communication
Pražáková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The diploma thesis entitled 'Pragmalinguistic Analysis of Commercial Communication of the Brand Activia by Danone' aims to provide a comprehensive treatise of the above mentioned brand from the point of view of pragmatic and linguistic theories, based on a selected sample of advertising from 2010 - 2014. The introductory theoretical part defines the functions of advertising and their idiosyncratic communication and place them within the wider context of marketing. Subsequently, the position of the product within the segment offered by Danone is described and comparison of the respective marketing strategies for each product is made. The methodological section of the thesis introduces pragmatic linguistics as the central tool used in the ensuing analysis. Here the terms related to the process of communication are emphasised, same as the relationships between the creator of a text, its recipient and the text itself. The last, analytical part deals with selected samples of commercial communication using the aforementioned methods. A sample of Activia Danone communication is then used to analyse the usage of individual linguistic and stylistic means, as well as advertising types with emphasis on their goals as a form of communication.
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