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The Real in advertising.The failure of advertising fantasies and its implications
Obůrka, Tomáš ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The bachelor thesis explores the relationship between advertisements as pervasive public fantasies and the real in the form of the gaze, as understood by Lacanian psychoanalysis, through the application of Todd McGowan's theoretical framework of new film theory to selected audiovisual advertising texts. The thesis first outlines film theory as such then introduces a more general psychoanalytic approach to advertisements and finally presents McGowan's categorization of films according to their approach to the gaze, which it then applies to particular advertising texts. The thesis shows that advertising fantasies, despite their apparent support for the symbolic order, are, like film fantasies, in fact, sites of struggle between the symbolic and its own constitutive lack in the form of the real.
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Woman's Image in Czech Advertisement
MACHÁČKOVÁ, Věra
The bachelor thesis focuses on the analysis of Czech advertisements and its aim is to show the image of advertising texts about women and their roles in society. Not only the linguistic material, but also the pictorial components of these types of communication will be analyzed. In the theoretical part of the thesis, types and the style of advertising and the concept of stereotype in ethnolinguistic approaches will be introduced. The practical part of the thesis will be based on excerpts of advertisements in which a woman is the main actor or, on the other hand, the stereotypical perception of a woman in Czech society.
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Czech and German advertisements in Budweis daily newspapers, their comparison and analysis
ŠÍBA, Martin
This diploma thesis dealed with the analysis of advertisements, which were published on the pages of newspapers from the end of 19th century until the end of The Second World War. This diploma thesis focused on its analysis, the systematic research was submitted mainly to the German newspaper Budweiser Zeitung, and Czech newspaper Jihočeské listy between years 1873-1945. In particular, period ads was analyzed, which was the subject of a thorough analysis that focused primarily on graphic design, thematic orientation and inner content. The example of advertising was evidenced by different trends that have been manifested in the last decades of the existence of Austria - Hungary, during the war years and during the times of the First and Second Czechoslovak Republics.
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