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Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
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Sexuality in advertisements in women's magazines in Czech republic 2009-2011
Karpova, Tatiana ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Sexuality in advertisements in women's magazines in the Czech Republic in 2009-2011"describes issues of sexuality in print advertisement in women's lifestyle magazines Elle, Cosmopolitan and Marianne. The thesis is divided into theoretical and analytical part. The theoretical part gives the definition of the sexuality in advertisement and presents its classification, explains the concept in framework of the social constructionism theory of Peter L. Berger and Thomas Luckmann and also deals with ethical issues of sexuality in advertising, its current condition and effectiveness of use of sexuality in advertisement. The research strives to answer the questions about the way the sexuality is presented in advertising and how frequently it is used in it. Selected printed advertisements are the subjects to the descriptive analysis, which is used to define the character of sexual behavior and the type of a sexual presentation of women, which appear in advertisements most often. This thesis reflects the concept of sexuality in advertisement both in terms of marketing and in the broader socio-cultural context.
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