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National Repository of Grey Literature

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Humour in Advertising Krůtová, Iva ; Bursíková, Marcela (advisor) ; Kohlová, Lenka (referee) Práce se zabývá problematikou využití humoru v reklamě. V teoretické části mapuje současnou situaci využití humorných reklam, sleduje historii, formy ale i právní stránku reklamy obecně. Podrobněji rozebírá problematiku erotiky, hudby a osobnosti v reklamě, ale také guerilla marketing, sociální reklamu a lidovou tvořivost. Hlavní důraz je však kladen na praktickou část práce, která popisuje marketingovou komunikaci společnosti Oskar (dnes Vodafone) a podrobněji ji rozebírá pomocí obsahové analýzy jejích TV spotů a dotazníkového šetření. Detailed record

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1	Krůtová, Irena

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