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The Development of Czech Tobacco Advertising
Štichová, Kateřina ; Šebesta, Karel (advisor) ; Chromý, Jan (referee)
The thesis studies the consumption of tobacco as a specific cultural phenomenon owing to the fact that since a tobacco plant has been brought to Europe; its use has spread over other continents and has rooted in many developed civilizations. From the theoretical standpoint, the thesis argues that as cultures are not constant entities, the same applies for public opinions regarding tobacco, from the firm belief that tobacco has positive effects on our health to the stigmatization of tobacco. The paper has four parts. First three parts discuss smoking in marketing communication and further identifies key topics; the final part presents the semiotic analysis of tobacco advertising from the selected periodicals printed (from newspapers and magazines) in the former Czechoslovakia from twenties to fifties of the twentieth century. The main objective is to specify both verbal and visual motives that ad makers used to use in order to create ideological implications of their ads (decoding symbols and interpretation of their meanings). Further, the thesis describes the former advertising style for tobacco products ( brands, targeting, products). The methodology of the work is partly based on the work of Jan Stern (2005, Latent meaning of advertisement text), further some of his terms are being applied in...
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