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Czech and German advertisements in Budweis daily newspapers, their comparison and analysis
ŠÍBA, Martin
This diploma thesis dealed with the analysis of advertisements, which were published on the pages of newspapers from the end of 19th century until the end of The Second World War. This diploma thesis focused on its analysis, the systematic research was submitted mainly to the German newspaper Budweiser Zeitung, and Czech newspaper Jihočeské listy between years 1873-1945. In particular, period ads was analyzed, which was the subject of a thorough analysis that focused primarily on graphic design, thematic orientation and inner content. The example of advertising was evidenced by different trends that have been manifested in the last decades of the existence of Austria - Hungary, during the war years and during the times of the First and Second Czechoslovak Republics.
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Men and their lifeworld in beer advertisements
Svobodová, Lucie ; Lupač, Petr (advisor) ; Vinopal, Jiří (referee)
This thesis deals with the widely discussed topic of gender stereotypes. Most of the attention of experts and also the general public in this area is focused on the issues of stereotypes associated with women's roles. This work attempts to inspect the other - the men's - side of gender stereotypes. The aim is to reconstruct the male stereotypes and their lifeworld in commercials which from this perspective focus on perhaps still typically masculine product: beer. The presence of traditional stereotypes of male and female roles is observed at the same time. The research problem is solved through a content analysis of beer advertisements and reconstruction of the lifeworld of men in them.
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Advertisement in magazines for children: case study of magazine ABC in year 2008
Žáček, Jan ; Wolák, Radim (advisor) ; Hejlová, Denisa (referee)
The goal of the work ‚Advertisement in magazines for children: case study of magazine ABC in year 2008' is mapping the advertisements in the ABC magazine, their typology and amount. The work is focusing the questions as: What amount and typology of the advertisements is in the title? What are the advertisements focused on? How are the advertisers eventually profiled in a relation to the target group of the title? Is there any system of ad campaigns built by the advertisers? The next part is a view on perception of advertisements by children: How do the children perceive the advertisement in the magazine and how do they judge the influence of it? What evolution could the situations have in future? The work is marginally researching how the children are prepared by the school curriculum to receive advertising messages and how do they judge their reception and influence. The topic of the work is modelled in two levels: First of them is both quantitative and qualitative case studies of the ABC magazine which are focusing the content analysis of the advertisements. The major advertisers, their advertisement campaigns and their profiles are also the biggest subjects in this part. The recipients of the ad messages - pupils of the first grade of primary school - are researched in the other level which should...
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Communication strategies in printed advertisements aimed at parents
Traubová, Monika ; Saicová Římalová, Lucie (advisor) ; Šebesta, Karel (referee)
This Bachelor thesis deals with the communication strategy in press advertisements which aims on the parents of children. The first part describes theoretical bases in advertising in general, not only concerning marketing strategy, but also regarding it from the linguistic point of view. In the second part analysis of collected material is carried out, and the instruments which are used in a given communication strategy are discovered. These instruments are verbal (word) and nonverbal (graphic aspect of advertising). The description is accompanied by a comprehensive analysis of several advertisements, in which the overall impact on the given strategy is demonstrated.
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Cyborgs in Advertising on Mobile Phones
Loudová, Veronika ; Šafaříková, Radana (advisor) ; Kladný, Tomáš (referee)
The thesis deals with representation of cyborgs in advertising on mobile phones from Apple and Samsung. The aim is to show how this theoretical concept - a cyborg as human in intimate relationship with technology - is depicted in advertising. The concept of the work deals with the origin of the term cyborg, its development and its display in art, literature, movies and in works in field of humanities. When examining cyborgs, we use notes from philosophers and science historians, D. Haraway, K. Hayles, A. Clark, W. Mitchell. Their concept of the cyborg is more about mental rather than physical connection to the machine. Here, the mobile phone is used as an extension of people's skills, mental and physical, even without having the device implanted into their body. It corresponds to the idea of human as a cyborg, because the phone as a technology and its user creates a single being, which is now part human part machine. For theoretical base, papers on visual communication, advertising and semiotics were used. This thesis intends to defend the idea of humans as cyborgs and to show how advertisements display relationship between humans and technology, and how new positions of power are created in this ideological environment.
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Communication strategies in printed advertisements aimed at parents
Traubová, Monika ; Saicová Římalová, Lucie (advisor) ; Šebesta, Karel (referee)
This Bachelor thesis deals with the communication strategy in press advertisements which aims on the parents of children. The first part describes theoretical bases in advertising in general, not only concerning marketing strategy, but also regarding it from the linguistic point of view. In the second part analysis of collected material is carried out, and the instruments which are used in a given communication strategy are discovered. These instruments are verbal (word) and nonverbal (graphic aspect of advertising). The description is accompanied by a comprehensive analysis of several advertisements, in which the overall impact on the given strategy is demonstrated.
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Men and their lifeworld in beer advertisements
Svobodová, Lucie ; Lupač, Petr (advisor) ; Vinopal, Jiří (referee)
This thesis deals with the widely discussed topic of gender stereotypes. Most of the attention of experts and also the general public in this area is focused on the issues of stereotypes associated with women's roles. This work attempts to inspect the other - the men's - side of gender stereotypes. The aim is to reconstruct the male stereotypes and their lifeworld in commercials which from this perspective focus on perhaps still typically masculine product: beer. The presence of traditional stereotypes of male and female roles is observed at the same time. The research problem is solved through a content analysis of beer advertisements and reconstruction of the lifeworld of men in them.
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Advertisement in magazines for children: case study of magazine ABC in year 2008
Žáček, Jan ; Wolák, Radim (advisor) ; Hejlová, Denisa (referee)
The goal of the work ‚Advertisement in magazines for children: case study of magazine ABC in year 2008' is mapping the advertisements in the ABC magazine, their typology and amount. The work is focusing the questions as: What amount and typology of the advertisements is in the title? What are the advertisements focused on? How are the advertisers eventually profiled in a relation to the target group of the title? Is there any system of ad campaigns built by the advertisers? The next part is a view on perception of advertisements by children: How do the children perceive the advertisement in the magazine and how do they judge the influence of it? What evolution could the situations have in future? The work is marginally researching how the children are prepared by the school curriculum to receive advertising messages and how do they judge their reception and influence. The topic of the work is modelled in two levels: First of them is both quantitative and qualitative case studies of the ABC magazine which are focusing the content analysis of the advertisements. The major advertisers, their advertisement campaigns and their profiles are also the biggest subjects in this part. The recipients of the ad messages - pupils of the first grade of primary school - are researched in the other level which should...
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Analýza genderových stereotypů v hudebních videoklipech populárních písní
ZDEŇKOVÁ, Nikola
This thesis deals with the issue of gender stereotypes, which are presented in music videos in actual popular songs. The work is divided into two parts. The first, theoretical part is focused on defining the basic concepts and definitions, which are linked to the gender theory, media and media communications. Next part is showing gender in media communications with an emphasis on advertising messages and popular music. The second part deals with the actual practical research, which is primary based on Goffman's view of gender stereotyping in advertising messages. In the continuity of the theoretical part there are analyzed selected music videos. The focus is concentrated on identifying and describing the mechanisms by which the gender stereotypes in popular music are reproduced. Selected music clips were analyzed by procedures established under the content analysis. The results show how the masculinity and the femininity are displayed in contemporary popular music video clips.
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