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The advertising spot as a means of acculturation. The influence of advertising spots on university students in the Czech Republic.
Kamarytová, Bára ; Hnilica, Karel (advisor) ; Hubáček, Ondřej (referee)
The purpose of this bachelor's thesis is to evaluate the online advertising spot as a means of enculturation process by which people adopt socio-cultural regulatives, ideas and artefacts of their surrounding culture, using culturological analytic point of view. The first theoretical part of thesis is focused on specification of terms of enculturation and advertising spot, describing its history, the process of advertising spot strategy development and production, psychology of advertising and changeovers in process of enculturation driven by audiovisual records and the Internet environment. The second empirical part of thesis uses the outcomes of combined research, which included semi-structured depth interviews among selected Czech Advertising and Creative Directors who are producing the audiovisual advertising spots (qualitative research) and questionnaire survey among Czech students on Czech Universities, which are influenced by online advertising environment (quantitative research). The main goal of this thesis is to bring the actual picture of enculturation process driven by online advertising spots and its impact on university students in the Czech Republic. Keywords: enculturation, internet, advertising spot, students, qualitative research, quantitative research
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Forms of commercial communications on television and their use
Hokrová, Lucie ; Postler, Milan (advisor) ; Novák, Ondřej (referee)
The aim of this diploma thesis is to analyze every form of commercial communications on television. These forms are commercial, sponsoring, teleshopping, teletext,television grouting and product placement. The thesis has five chapters. The first and second chapters are theoretical bases of this thesis. These chapters contains information about marketing, marketing and communication mix, marketing and commercial communications. The third chapter describes media and medial environment. The fourth chapter contains detailed information about television or more precisely television medium. The fifth chapter contains the analysis of forms of commercial communications used on television. The part of this chapter is among others the analysis of data provided by Admosphere, s.r.o. and interviews with specialists from television, medial environment.
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