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Linguistic Analysis of a Pre-Election Campaign
Škeřík, Martin ; Holanová, Radka (advisor) ; Šmejkalová, Martina (referee)
This bachelor thesis is focused on a linguistic analysis of the pre-election campaign during the 2021 parliamentary elections in Czechia. The aim of this thesis is to demonstrate which persuasive techniques were employed in specific pre-election campaigns. The analysis itself is based on the principles used by both commercial and political advertising with the main focus being on persuasive means and negative political advertisement. Such means are used by the elections participants in order to attract the attention of a potential voter and to secure their vote and long-time support. The analysed material was obtained in both printed and electronic form. It is divided by genre into further categories, those being election programmes, pre-election newspapers, letters to the voters, billboards and posters and finally internet platforms and social media. Based on the analysis, we found that among the most used persuasive means were imperatives, exclamatory and appealing sentences. The election participants also frequently employed questions which are used to simulate direct contact with the recipient. Metaphors, similes, epithets, hyperboles and phrasemes were also often used. A frequent persuasive technique was also the repeating of slogans and phrases, most political parties have also employed some...
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Media literacy as a mean of development of high school student's critical evaluation of political advertisment
Pokorná, Gabriela ; Dvořáková, Michaela (advisor) ; Stracený, Josef (referee)
This thesis is focused on the impact of media literacy in terms of the ability of high school students to interpret political advertisement. In the part of this thesis the reader will be introduced into the concepts of modern democracy and mass media as its important part especially, within the context of politics, in the pre-election period. The reader will be provided an insight into the issue of the influence of mass media on citizens who are exposed to the products of political marketing. Due to the focus on high school students, this thesis mentions research domestic one as well as international that puts together terms as politics- media-teenagers. The second part of this thesis is designed as a research aimed at the impact of media literacy on the students' skills to analyze a political advertisement as well as their civic attitudes. The research is conducted as a qualitative comparison of statements of the analytical abilities of students who took part in media literacy course with those who did not. Key terms: democracy, elections, political campaign, political marketing, political advertisement, media, mass media, media literacy, high school education
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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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Marketing communication of the CSSD party in the election to the Chamber of deputies 2013-Analysis of using instruments of political marketing
Zapletalová, Karolína ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is concerned with describing the CSSD marketing communication in parliamentary elections to the Chamber of Deputies in 2013. The thesis is divided into two basic parts, namely theoretical and practical. The theoretical part describes basic definitions of marketing communication and political marketing, including its chosen tools. For my work, I chose the concept of the Jabloński "Promotion mix", which is divided into five basic categories - political advertising, direct marketing, sales promotion, public relations and personal sales. The practical part is devoted specifically to the CSSD and its election campaign in 2013. Subsequently, the thesis focuses on individual elements of the above mentioned Promotion mix.
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The semiotic analysis of campaign spots of parliamentary election in 2013
Hájková, Zuzana ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The Diploma thesis The Semiotic Analysis of campaign spots of parliamentary election in 2013 uses the semiotic analysis to analyse campaign spots broadcasted by the Czech Television before the elections in 2013. With regards of the purpose of this paperwork we chose the spots of victorious political parties, the ones who have exceeded the minimal level of 5% of total votes to gain the mandate, thus ČSSD, ANO, KSČM, Top 09, ODS, Úsvit and KDU- ČSL. We emphasise signs and means of expression used in chosen campaign spots. The aim of this paperwork is to answer the question what message campaign spots address to voters. Moreover, the diploma thesis tries to answer the question, if all victorious campaign spots contain the same signs and means of expression which could help them to influence the result of elections. The hypothesis of this diploma thesis suppose that all campaign spots will contain the same signs and that they will ask people to vote. Furthermore, we expect that none of the campaign spots will directly criticize other political parties or their policy. The theoretical part of the paperwork presents the basic concepts of political communication, political advertisement and its regulation in the Czech Republic. The paperwork introduces the electoral system of the Czech Republic and current...
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Marketing communication of the CSSD party in the election to the Chamber of deputies 2013-Analysis of using instruments of political marketing
Zapletalová, Karolína ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is concerned with describing the CSSD marketing communication in parliamentary elections to the Chamber of Deputies in 2013. The thesis is divided into two basic parts, namely theoretical and practical. The theoretical part describes basic definitions of marketing communication and political marketing, including its chosen tools. For my work, I chose the concept of the Jabloński "Promotion mix", which is divided into five basic categories - political advertising, direct marketing, sales promotion, public relations and personal sales. The practical part is devoted specifically to the CSSD and its election campaign in 2013. Subsequently, the thesis focuses on individual elements of the above mentioned Promotion mix.
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