|
|
The language humour and its use in advertising illustrated on the example of bank istitutions
Kwasková, Dominika ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with a language humour and its usage in advertising. The theoretical part first defines humour, distinguishes two basic types, i.e. language and content-based humour, and summarizes the theoretical knowledge of the influence of humour on key indicators of advertising effectiveness. Then it concentrates on Czech language and its elements that allow advertisers to create and modify commercial messages so that the advertising achieves desired goals. Specific elements of language humour are then presented on the examples of Czech advertisements, which forms a prelude to the research itself. The practical part of the work is a research of the usage of language humour in advertising carried out by the form of descriptive analysis. Commercials in the banking sector were chosen as a research sample. For the purposes of the research, ten categories of language comic elements were created, into which the individual elements were divided and examined. Research shows that the spectrum of language comic elements is wide, however, most of the commercials fall into the category of wordplay based on the double meaning of words. In most of the presented commercials, language comic elements have a rather secondary role, when they complete the dialogues of the characters and support the...
|
|
|
The effect of fear in marketing communication
Neumannová, Barbora ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of emotion in advertising, particularly with the emotion of fear and its effect of persuasion when it's used in marketing communication. The thesis consists of two parts - theoretical and practical. theoretical part includes the theory of the role of emotions in advertising and the advantages and disadvantages that go with that. It also describes the fear and how it can be used in marketing communication. The theoretical part is also focused on the Regulatory focus theory and the term Regulatory fit. The practical part involves the experiment which examines the effect of fear emotion in marketing communication and the persuasion of messages. One part of the experiment is measuring the regulatory focus of the participants and the links between their focus and framed messages. In this experiment the results do not confirm higher persuasion of marketing communication containing emotion of fear and there were no significant statistical relationships between regulatory focus of participants and the evaluation of persuasion of marketing messages in the same frame.
|
|
|
Representation of Childhood in Advertising of Nonprofit Organizations
Domanská, Veronika ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The Bachelor's thesis entitled "Representation of Childhood in Advertising of Nonprofit Organizations" deals with the representation of children in advertisements, and in the advertising of nonprofit organizations in particular. The theoretical part defines childhood as a social construct, outlines the social perception of the construction of childhood from two contrasting perspectives; it puts the relationship between the child and the adult in historical context and highlights the symbolism and connotations associated with the child. The thesis provides a theoretical view on the use of childhood as a motif in both commercial and non- commercial advertising. The research part focuses on visual advertising messages of non-profit organizations that emerged in the Czech media (particularly in the press, television, outdoor advertising and on the Internet) between 2010 and 2012. Selected advertisements are subject to the qualitative visual analysis which aims to describe and compare the method of presenting the motif of childhood and its insertion within the emotional context.
|
guest ::
