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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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Product placement in czech television production based on example of selected tv series in 2019
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Klimeš, David (referee)
This thesis is devoted to product placement and its appearance in Czech television series in 2019. First of all, it puts product placement into the context of marketing as a whole and describes its historical development in the Czech Republic and also abroad. As well as that, the thesis focuses on the typology of product placement, means of its application and also advantages and disadvantages of its implementation for the advertiser, the producer of the series and also for the viewer. It contains the theoretical basis focusing on its effectiveness and the ways of its measurement. Apart from that, the thesis describes the scale of saturation of TV series with product placement and the advertiser's, producer's and viewer's points of view linked with it. Additionally, it introduces key legislative restrictions and also recommendations of professional associations how to implement product placement ideally so the viewer cannot be misled. The practical part is built on the collected data from the quantitative analysis of selected series TV Nova (Ulice, Dáma a král) and TV Prima (Krejzovi, Černé vdovy). Finally, it explores what types of product placement dominate in Czech TV series as for the aspects of the relevance, length and type of shot, activity or its recognisability within the filmed scenes....
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Media image of nurses in the czech series
Kopecká, Ester ; Reifová, Irena (advisor) ; Bednařík, Petr (referee)
Master thesis The Media Image of Nurses in Czech TV Series discusses the ways of depicting nurses in Czech TV series shot from 2003 to 2014, particularly in Rose Garden Surgery 2, Hospital at Town Outskirts 20 Years Later, Hospital at Town Outskirts - New Fates and Doctors from Počátky. The goal of the thesis is to explore how the nurses are presented in the series and how the medial image of the nurses is perceived by medical staff themselves. The first part of the study describes the environment of current health care system, it presents an overview of health care professions and also the roles of doctors, nurses and patients. Attention is paid also to professional associations of health care staff. The second part introduces the environment of media in relation to TV series, specifically the terms genre (with focus to medical drama and soap opera genres), TV series, a character, representation and stereotypes. Chapter no. 3, the practical part of the thesis, deals with the research methodology followed by analysis of the individual series, more specifically by description of the plot of the selected episodes, by analysis of characters of the nurses, by analysis of reception of the nurses' characters by the audience and by a conclusion. For the first series - Rose Garden Surgery 2, where the...
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Construction of the imagination of the First republic from the point of view of two generations explained by an example of the czech TV series "First republic"
Hložková, Dominika ; Baslarová, Iva (advisor) ; Reifová, Irena (referee)
The diploma thesis "Construction of the imagination of the first republic era from the point of view of two generations explained by an example of the Czech TV series První republika" focuses on the mechanisms in which the TV series co-constructs the audience perception of the given era. The series was broadcasted from January 2014 untill June 2014 on the Czech Televisions program. The thesis aims to show how the younger generations of TV viewers construct the period in which they did not live through their consuming of media content. This is compared with the old-timers who could compare their own experience with the series. The audiences of both generations are equally scrutinized and consequently compared. The theoretical part introduces the theses about social and media construction of reality accompanied by audience cultivation theories. The final analysis of the acquired data is based on these theories but it aims to invent a new hypothesis. The subject matter of the research part is analysed by the qualitative method of the grounded theory as Strauss and Glaser understand it. For the questioning the semistructured and group interviews were used .
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