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From function to the device - communication mix of the advertising compaign Generali (semiotic analysis)
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis deals with the advertising campaign of Generali, which was never putted into practise. The campaign was created for insurance group Generali as an essay in school subject called 3MG321 Marketing Communications, that was teached in spring semester 2011 at the University of Economics in Prague. Campaigns authors are Jan Klusoň, Filip Mikschik, Hedvika Pajerová and Petra Pištěková. The new communication strategy proposed communication mix including TV, radio, internet, outdoor, indoor, print and direct mail. The practical part of this thesis examines the form of this campaign in that media and interprets them from a semiotic perspective. The analysis emphasis on the colours red and white and also on the character of a lion. These colours and the symbol are used by the Generali insurance company since its inception and are part of its logo also. The practical part is based on theoretical grounds, which include the interpretation of the character of the lion from biological, mythological, heraldic and dreamlike aspects. The theoretical part also describes the history of Generali logo, a lion character and use of colours in it, as well as a description of the occurrence of a lion character in the Czech media landscape demonstrated on the example of the Český lev. Without this demonstration...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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Proposal of poledance communication campaign with the use of Guerilla Marketing
Holomková, Kristina ; Voráček, Josef (advisor) ; Pajerová, Hedvika (referee)
Title: Proposal of pole dance communication campaign with the use of Guerilla marketing Objectives: The main goal of this bachelor thesis is to design a communication strategy for sport's discipline of pole dance, which could in the future raise awareness about this sport and improve the overal precpetion. Methods: In the work method of qualitative interview was used according to instructions consulted with the President CPASF (Czech Field and aerial sports federation z.s.) and also the method of document analysis. Results: The bachelor thesis evaluated current condition of pole dance and consequently proposed marketing communication with use of Guerilla campaign. Keywords: pole dance, marketing communication, guerilla marketing, flashmob
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From function to the device - communication mix of the advertising compaign Generali (semiotic analysis)
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis deals with the advertising campaign of Generali, which was never putted into practise. The campaign was created for insurance group Generali as an essay in school subject called 3MG321 Marketing Communications, that was teached in spring semester 2011 at the University of Economics in Prague. Campaigns authors are Jan Klusoň, Filip Mikschik, Hedvika Pajerová and Petra Pištěková. The new communication strategy proposed communication mix including TV, radio, internet, outdoor, indoor, print and direct mail. The practical part of this thesis examines the form of this campaign in that media and interprets them from a semiotic perspective. The analysis emphasis on the colours red and white and also on the character of a lion. These colours and the symbol are used by the Generali insurance company since its inception and are part of its logo also. The practical part is based on theoretical grounds, which include the interpretation of the character of the lion from biological, mythological, heraldic and dreamlike aspects. The theoretical part also describes the history of Generali logo, a lion character and use of colours in it, as well as a description of the occurrence of a lion character in the Czech media landscape demonstrated on the example of the Český lev. Without this demonstration...
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Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
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Product placement in music videos in Czech Republic
Pajerová, Hedvika ; Pešek, Ondřej (advisor) ; Poucha, Tomáš (referee)
In my thesis I mapp the current situation prevailing in the Czech Republic in the area of product placement in music videos. The analysis of situation is based on an analysis of Czech and foreign music videos and interviews with experts. General public's view via product placement affects survey conducted online only. In conclusion of the practical part of my thesis is case study for product placement in music video for independent, underground, Czech band. This academic work should contribute to more widespread product placement in the environment of Czech music videos.
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