|
| |
|
| |
|
|
Subculture of the Adrspach Sandstone-Climbers
Bergmanová, Šárka ; Dušek, Libor (advisor) ; Janeček, Petr (referee)
This bachelor work is about subculture of "sandstone climbers" in Adršpach area and it is divided into two parts - theoretical and practical one. Theoretical part explains key words such as culture, subculture, sandstone climbers, climbing, rock climbing and etc. There is described geographical context of natural heritage in Adršpach and its certain climbing rules in this area. Sandstone climbers are defined as a specific subculture thanks to their approach to life, lifestyle and the way of thinking, which are very tightly connected to this location of sandstone towers and pillars. Because of the typical and traditional way of climbing on the soft and fragile sandstone, you can find specific kind of people - climbers as well. Practical part shows the historical/anthropological analysis of the sandstone climbers subculture in Adršpach, which comes from the ethnographical research realized through participant observation and poly structured interviews with selected sandstone climbers and non climbers from this area. This subculture is described through the historical process since the beginning of the climbing in this area till present and there is defined its previous and certain essence with importance on identity, life's philosophy and social practice its members. Powered by TCPDF (www.tcpdf.org)
|
|
|
Climbing and mountaineering in contemporary Czech marketing campaigns
Malkovská, Simona ; Vomáčko, Ladislav (advisor) ; Míčová, Pavlína (referee)
Objectives: Bachelor thesis concentrates on climbing and mountaineering theme in contemporary Czech marketing campaigns. The main target is to retrace the frequency and the form in which the investigated topic appears in the media and other marketing tools of internal and external communications. We will also try to determine the motivation of companies to use this theme for self-promotion and to compare it with the motivations of climbers and mountaineers, which leads them to carry out the activity. Methods: The survey was based on semi-structured interviews managed together with an analysis of printed and electronic documents. Another data was obtained from the database of media and sports agencies. Participants were representatives of advertising agencies and marketing managers of outdoor and non-outdoor companies that used the topic in their promotion. The key campaigns took place in 2010 - 2014. Results: We assume that the main motivation for companies to use mountaineering and climbing motive for brand promotion are specific personality of climbers themselves, not the activity. Surprisingly the main role in their choice played personal relationships, regional support and the personal character, more than sport results or popularity. By combining brand with an individual climber companies try to...
|
guest ::
