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The development of the manner of advertising after 1989
Valná, Martina ; Mareš, Petr (advisor) ; Šebesta, Karel (referee)
The Bachelor thesis deals with the issue of advertising, particularly with it is television branch. It covers the time span from 1989 till the present. The first part of the Bachelor thesis focuses on the theoretical findings that cover the history of advertising, the function of advertising and it is goals. Furthermore the typologies of the advertising broadcasts and persuasive advertising are presented. The next sections focus exclusively on the television advertising. The second part of the Bachelor thesis covers the thorough analysis of particular examples of television advertising. The analysis utilizes the findings from the practical part of the Bachelor thesis and it concerns the advertising aimed at dairy products and detergents. In order to make the findings and results easily verifiable, the subject matter of the research comprises only of the examples of advertising that are easily accessible on the Internet. The aim of the Bachelor thesis is the delineation of the lasting but also recently employed phenomena, means and advancements in the advertising, which have an effect on the television viewers. The emphasis is put mainly on the verbal aspect of advertising but marginally the commentary touches also it is audiovisual aspect. Key words Commercial, development, linguistic analysis,...
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