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Milos Zeman's first year as a president through the eyes of selected Czech weeklies
Havlová, Laura ; Osvaldová, Barbora (advisor) ; Trunečková, Ludmila (referee)
The direct presidential election in the Czech Republic brought not only changes to the law, but also a new style of electoral campaigns and overall new view on the presidential function. Long before the election, the professional public as well as considerable part of the laic public were divided between its supporters and opponents. When Miloš Zeman was elected president, these opinions even sharpened, because he is a very strong personality reviving people's emotions. This bachelor's thesis aims to find out, whether the direct election and the personality of the president elected affect also media contents. Four Czech weeklies, Instinkt, Reflex, Respekt and Týden were chosen for the research. This thesis tracks the first year of Miloš Zeman in his presidential function. Moreover it traces the first presidential year of Václav Klaus, who held this position before Zeman, but was not elected in the direct election, and compares the media outputs. Compared is the number of the articles, their length, topic, emotional overtones, visual accompaniment, authors of the texts and also front pages where the presidents appeared. To provide complete information and broader context, there is also both personal and professional background of Miloš Zeman stated in the thesis and an introduction to the...
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Shockvertising and its development in marketing communication
Havlová, Laura ; Klimeš, David (advisor) ; Hejlová, Denisa (referee)
With the Internet, mobile devices and other technological innovations, advertisements have an easy way to the customers. On the other hand, all these channels and opportunities to communicate make it harder for the ads to actually affect the public. Therefore, the advertisers and creative agencies have to use more aggressive and unusual techniques to catch the people's attention. One form that wants to differentiate itself from the other ads is shockvertising, ads using shock appeal to communicate. And this type of advertising is the topic of this bachelor thesis. The aim is to find out how Czech creative workers view the use of shockvertising. Despite the fact that ads with shock appeal are no exceptions, not many professional publications focus on them as their core topic. Authors often include them into the social advertising or state them just as one of the types of creative advertising. This thesis wants to change this and concentrate purely on the shockvertising. To do this, the theoretical basis is a necessary part of the thesis. The second part is a research on shockvertising, done by ten interviews with Czech creative workers.
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Activities of Agrofert holding covered by Mladá fronta Dnes and Lidové noviny before and after their takeover by Andrej Babiš
Havlová, Laura ; Hájek, Roman (advisor) ; Němeček, Tomáš (referee)
Exploration of the influences that an owner can have on his own media is an important topic nowadays. This master thesis focuses on the possible owner influences on his newspaper in the example of buying of the publishing house Mafra by Agrofert's owner Andrej Babis. It covers articles concerning Agrofert in two of Mafra's dailies - Mlada fronta Dnes and Lidove noviny. The reporting period covers two years before and two years after the purchase of Mafra by the owner of Agrofert and the current Czech Minister of Finance Andrej Babis. This covers the dates 5. 6. 2011 - 24. 6. 2013 and 25. 6. 2013 - 24. 6. 2015. This thesis uses the processes of quantitative content analysis and focuses on the comparison of texts about Agrofert in these two periods. In the sample of 631 articles it examines two dozen categories, such as topic, placement on the page as well as in the daily itself or quotation of Andrej Babis, and it tracks the changes that occurred in both halves of the reporting period. The shift in content of the Mafra's media, after the change of its owner has not been largely examined yet. This means that this thesis brings a first complex insight into the topic. This thesis aims to cover the changes that occurred in the reporting period and paves the way for more specific following researches....
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