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The Language of Advertising
Chromý, Pavel ; Zmrzlá, Petra (referee) ; Rujbrová, Šárka (advisor)
Bakalářská práce se zabývá analýzou jazyka reklamy z lingvistického hlediska a dále upřesňuje použité jazykové prostředky, které se v současné reklamě vyskytují. Tato práce také poskytuje znalosti o využití různých jazykových prostředků v reklamě, jak v podobě tištěné, tak v podobě elektronické.
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Event Management: Communication Strategies and Planning
Slavíková, Blanka ; Haupt, Jaromír (referee) ; Mihai, Hana (advisor)
Tato bakalářská práce se zabývá termíny Event management, Komunikační strategie a Plánovaní. Práce je rozdělena do čtyřech části. První část definuje pojmy event a management samostatně a následně i samotný termín. Druhá část se zaměřuje na pojem Planování, jeho princip a celkový postup. Třetí kapitola se zabývá Komunikačními strategiemi, business emaily a dopisy a taktéž efektivním jazykem reklamy. Poslední část je praktická a je zaměřena na to jak principy Plánovaní fungují v praxi a jako ukázka je použita teambuildingová událost.
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Greenwashing in the language of advertising
Pimperová, Žofie ; Lobenstein-Reichmann, Anja (advisor) ; Bučková, Tamara (referee)
Today, environmental protection and sustainability issues are also becoming increasingly important as climate change progresses rapidly. With this, the number of companies claiming to be environmentally friendly and doing something for the climate is growing. They present their commitments in sustainability reports, paint their brands green and invest in advertising portraying them as great fighters against climate change. When these statements are false, such advertising can be described as greenwashing. But it can be hard to spot. The aim of this bachelor thesis is to analyze the linguistic devices in advertising related to the topic of sustainability and to find out which ones are repeated. First, the language of advertising and greenwashing will be introduced, then the methods of analysis, and, finally, individual examples of advertisements will be characterized and analyzed. Certain keywords, metaphors, syntax and corpus will be considered in the analysis. The work of Nina Janich, Peter Grice or Armin Burkhardt will also be used as a starting point for the analysis. Finally, the advertising posters, videos or other advertising texts of specific companies (IKEA, RWE, C&A, Shell, DB, REWE and Frosch) will be critically examined and compared with other climate promises of the companies in...
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Language of advertising
Krchňáková, Leontina ; Kitzlerová, Jana (advisor) ; Rajnochová, Natalie (referee)
This work is devoted to the Russian language advertising, which examines in an independent system. It aims are analyzing the text of Russian advertising in terms of its information and formal structure. It focuses on a specific aesthetic qualities of language, which the text uses. Work is further focused on the categorization of neologisms and neologisation of the Russian advertising. Next focus is on loanwords from the English language. Used research methods are descriptive and comparative. The outcome of this work is the systematization of information and the formal structure in the advertising text, we have also been shown to frequent infiltration of artistic means in the language of advertising and its active neologisation. Work can be used as a suitable basis for specifics in Russian advertising texts or a different language studies, possibly for development of marketing strategies and marketing research.
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Dutch Language of the 21st Century. Changes in Vocabulary
Kopecká, Zuzana ; Hrnčířová, Zdeňka (advisor) ; Pekelder, Jan (referee)
This diploma thesis aims to analyse the lexical aspect of the contemporary Dutch language, particularly the influence of foreign languages on the state of Dutch advertising language. A short summary of the changes in language throughout the 20th century is described in the first part of the thesis. The chapters which follow are dedicated to the current specifics of the Dutch vocabulary and the current possibilities of its expanding, including the problematics,of lexical borrowings in Dutch. The specific aspects of advertising and its language also have to be introduced because of the possible consequences on the results of the analysis. In the practical part of the thesis, the own corpus, methodology and hypothesis are presented on the basis of the described secondary literature. Finally, the corpus analysis follows where all relevant results of the lexical analysis are discussed, both qualitatively and partly quantitatively.
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Political Advertising in the Czech Republic
Jeřichová, Tereza ; Šebesta, Karel (advisor) ; Hořejší, Michal (referee)
This bachelor's thesis focuses on political advertising in the Czech Republic. Based on the collected material its aim is to analyse and to depict language means of persuasion, which are used in advertising campaigns of different political parties. The topic of political advertising is being approached from the point of political discourse as well as the discourse of advertising.
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Semantics of Czech Beer Advertisements Or "Men to Themselves"
VEDROVÁ, Adéla
The thesis focuses on the semantic analysis of the advertisement of different Czech beer brands which have been on the market for the last twenty years. The theoretical part consists of the interpretation of marketing strategies and psychology and decodes the typical advertising language and content of chosen advertisements. The thesis also deals with the history of beer, brewery and law restrictions of advertising alcoholic products.
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Characteristics of Current Language of Advertising in the Daily paper "Bild"
Svobodová, Veronika ; Zeman, Dalibor (advisor) ; Poimer, Christiane (referee)
This thesis is dedicated to the problematic of German advertising language in tabloid Bild. It aims to analyze the German advertising language in terms of its formal and graphic structure. It also focuses on the use of specific linguistics and typographic means and their frequency in analyzed texts. The analysis has shown the infiltration of the artistic means in the advertising language and its focus on brevity and simplicity, which was illustrated mainly by the representation of nouns, composites and one- member declarative sentences. This thesis can serve as a suitable basis for further analysis of advertising language and its specifics. KEYWORDS Linguistics, the language of advertising, tabloid, Bild, linguistic devices.
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Present day-communication and language practise in the field of marketing from the prespective of marketing specialists
Kalousová, Kristýna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor thesis is to outline an overview of language and language specifics which are used mainly by experts in the branch of marketing communication and PR as the part of a professional discourse. It describes the relationship between these language users and their lexicon. The aim of the thesis is not only to depict current trends of a unique slang and explain its function in the real communication of marketing communication and PR but also characterise a rational and emotional relationship of experts in marketing communication and PR. Nowadays, it is common to examine the language of advertisement but not the language of marketing communication and its practical usage and the reflection of the active language users, which is the merit of this bachelor thesis.
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Event Management: Communication Strategies and Planning
Slavíková, Blanka ; Haupt, Jaromír (referee) ; Mihai, Hana (advisor)
Tato bakalářská práce se zabývá termíny Event management, Komunikační strategie a Plánovaní. Práce je rozdělena do čtyřech části. První část definuje pojmy event a management samostatně a následně i samotný termín. Druhá část se zaměřuje na pojem Planování, jeho princip a celkový postup. Třetí kapitola se zabývá Komunikačními strategiemi, business emaily a dopisy a taktéž efektivním jazykem reklamy. Poslední část je praktická a je zaměřena na to jak principy Plánovaní fungují v praxi a jako ukázka je použita teambuildingová událost.
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