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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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Mass advertising
Russkina, Tamara ; Gebhartová, Markéta (advisor) ; Adamovičová, Ana (referee)
The theme of this work is media advertising. Its focus is an analysis and comparison of Czech beer advertisements and Russian beer advertisements. The main objective is to learn whether the Czech and Russian beer advertisement are quite different from each other, or if they use the same linguistic, psychological and visual instruments. The thesis is primarily focused on linguistic research of advertisement, but we consider it necessary to analyze it from different perspectives too, therefore a brief analysis of the psychological aspects of advertising and marketing is also included.
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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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Mass advertising
Russkina, Tamara ; Gebhartová, Markéta (advisor) ; Adamovičová, Ana (referee)
The theme of this work is media advertising. Its focus is an analysis and comparison of Czech beer advertisements and Russian beer advertisements. The main objective is to learn whether the Czech and Russian beer advertisement are quite different from each other, or if they use the same linguistic, psychological and visual instruments. The thesis is primarily focused on linguistic research of advertisement, but we consider it necessary to analyze it from different perspectives too, therefore a brief analysis of the psychological aspects of advertising and marketing is also included.
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Analysis of marketing appeals in advertisement
Kosáková, Monika ; Koudelka, Jan (advisor) ; Kočkovský, Róbert (referee)
The aim of the Master Thesis entitled "Analysis of marketing appeals in advertisement" is to study how consumers perceive particular appeals in terms of the credibility and popularity. Furthermore, research is focused on finding out with what kind of products responders associate the advertisements with appeals of fear, humor and warmth. Next aim is to find out how responders perceive quantity of advertisement with the particular appeals. Finally, I focus on finding what examples of advertisements using the particular appeals responders recall. The work is divided into theoretical and practical part. The theoretical part covers theoretical basis of advertisement as well as psychological aspects in advertisements. Final chapter of the theoretical part is devoted to appeals in advertisement. The practical part comprises results of questionnaire, which is based on snowball method and the content analysis of 200 TV commercials, which provides information on what appeals are the most frequent ones in analyzed TV commercials.
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