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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Selected aspects of the production of embodiment in tv commercials
 Kurucová, Natálie ; Charvát, Martin (advisor) ; Řehořová, Irena (referee)
Thesis Selected aspects of the production of embodiment in tv commercials works with an assumption that some tv commercials represent specific modality of discursive mechanisms of sexual representation. This thesis applies the works of M. Foucault and P. Bourdieu to semiotic analysis of chosen advertisements. Assuming that advertisements are using body and sexual motives as one of the instruments of power to affect the target groups. Main focus of this thesis is in introduction of discursive models that are used in advertising. Goal of the theoretical part is to introduce philosophical and sociological ideas and theories relating to perception of physicality, sexuality, power relations and question of subjectivism. The thesis also shows how the role of a body was perceived in different historicals eras and how the ways of use of body and embodiment has gradually developed in terms of power affection. Goal of the practical part is to analyze and interpret the acknowledgments from theoretical part on concrete examples. The aim is, by using semiotical analysis, to reveal discursive practices in advertisements based upon used statements, also to analyze the power affection presented by physicality and sexuality. The thesis presents examples of power affection of advertisements and its specific...
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Evaluation of the effectiveness of advertising expenses during sport broadcasts
 Kozlová, Natálie ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: Evaluation of the effectiveness of advertising expenses during sport broadcasts Objectives: The main goal of this work is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the specific sport broadcasts. Three chosen broadcasts are FIFA Worl Cup 2014, FIS Alpine World Ski Championships 2015, and The Czech Extraliga 2013/2014. The effectivness is evaluated by method Cost per Thousand. Results: The comparison of financial investments efficiency with respect to attracting a thousand spectators for the specific sport event and pinpointing the most efficient event and more specifically the most efficient part of the event. The best invested funds were in FIS Alpine World Ski Championships and focusing on a specific part of all broadcasts then it was men's supr combined. The other way around the worst...
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