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Tools of Persuasion in Advertising in Women's Magazines
Böhmová, Eliška ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This master thesis examines which tools of persuasion are used in advertising in Czech women's magazines. The analysis was conducted on the titles of Svět ženy and Elle in the second half of 2018. The theoretical part of this work is first focused on the media landscape in the Czech Republic in the field of women's magazines and explains the basic relevant terms. Then, the difference between rational and emotional argumentation in advertising is presented and looks into the factor of involvement in the purchasing decision process. At the end of the theoretical part of the thesis, there are described concrete specific fallacies that appear in advertising communication. The practical part of this thesis examines these phenomena in advertisements in the above-mentioned titles. The specific methods used in the research are content and semantic analysis. The outputs of quantitative research are presented by means of graphs and tables, in qualitative research, there are text blocks used. The thesis confirmed the hypothesis that emotional rather than rational arguments often appear in the advertisements. It was not possible to confirm nor refuse the hypotheses concerning the advertisers. Next, nearly 15 fallacies were identified on a sample of 5 advertisements across other media titles.
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Opposing concepts of masculinity in the communication of Fernet Stock and AXE and their reflexion by different generations of men
Ružičková, Judita ; Krobová, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis focuses on different representations of masculinity in marketing communication targeting men. Cases presented are those of Fernet Stock and AXE brands, whose communications portray masculinity in starkly contrasting ways. Fernet Stock urges middle-aged men to resist societal changes and not to yield their traditional masculine toughness, whereas AXE attempts to encourage young men to be their true selves, even at the cost of breaking masculine stereotypes. The aim of the thesis is to deepen the understanding of male self-identified views of masculinity, how they differ from one generation to another, and how well these correspond to the representation in the studied cases of marketing communication. The research is guided by existing theoretical concepts of masculinity, using the theory of hegemonic masculinity by Australian sociologist Raewyn Connell as a basis. The thesis is conducted as a qualitative research, using the method of thematic analysis of semi- structured interviews with members of both target groups, middle-aged and young men, respectively.
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The Use of Foreign Languagues in Advertising and its Influence on Advertising Message Perception
Dvořák, Dominik ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
DVOŘÁK, Dominik. Použití cizích jazyků v reklamní komunikaci a jejich vliv na percepci reklamního sdělení. Praha, 2019. 45 s. Bakalářská práce (Bc). Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky Katedra marketingové komunikace a PR. Vedoucí diplomové práce PhDr. Tereza Klabíková Rábová, Ph.D. Abstract The thesis explores the use of foreign languages in advertising communication and its influence on advertising message perception. It investigates the question if it's beneficial to borrow words and phrases from foreign languages or whether it's more effective to use solely the native language. In the theoretical part the author shows the historical, linguistic and socio-psychological context of commercial language code-mixing. In the practical part he introduces the qualitative research method of the focus group using 6 pairs of advertisement visuals, containing both the original foreign version and a version entirely adapted to the Czech language. It turns out that the customer's interest in the product can be increased if the foreign language application is aligned with the entire positioning of the product or brand. Its use can give the product a certain feel of uniqueness or exclusiveness. Contrarily, an isolated use of a foreign word without any context of a...
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Analysis of communication of the non-profit organization People in Need on Facebook
Sedláčková, Lucie ; Klabíková Rábová, Tereza (advisor) ; Švec, Kamil (referee)
The aim and the goal of this thesis are to analyze the digital communication of the non-profit organization People in need through its Facebook posts. The thesis is divided into three main parts. The first one focused on the phenomenon of new media and social media. These two subjects will be defined and base on available literature. Then the theoretical part will focus on non-profit organizations, their strategies and especially their digitalization and digital communication. The finding from this part will be applied in the analyses. The methodological part will set the process of content qualitative analyses and pragmatic linguistic analyses, which will be used in the practical part. The practical part will focus on the categorization of the Facebook posts and then especially on language occurrences. There will be specific examples in every part of the thesis. The last part will sum up the findings and highlight the important parts.
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The form and function of questions in marketing communication
Haiklová, Kristýna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis deals with the "question of question" in marketing communication. It is devoted to various forms of questions and then discusses their functions. At the beginning, the basic concepts and principles of pragmatics are described. Furthermore, the thesis explains how the questions work in Czech and what are their types. A short part is devoted to the characterization of the term marketing communication. When examining marketing communication, there is both an explanation of this type of communication and how it is produced and how it works. The different types of marketing communication explained in the work are: outdoor advertising, online advertising and subsequently radio and audiovisual spots. In the practical part, the questions are first sorted according to their form, then their functions are analyzed. The aim of the thesis is to describe certain patterns that can be found in the use of questions in advertising messages. Furthermore, to describe in a concise way the difference in the use of questions between different types of advertising messages as well as between different promoted sectors.
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Chain e-mails as e form of politican propaganda
Šalplachtová, Iva ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
The goal of this thesis is to raise awareness of, mostly politically oriented, chain disinformation emails, which can be found especially among the members of the oldest generation. Furthermore, another objective of the thesis is to analyze the contents of the emails and their influence on recipients and senders. The first part of the thesis defines the basic concepts, e.g. disinformation, its occurrence and comparison, the senior generation and its activity in the digital environment, or chain emails and their origin. The second part deals with analysis of news-it focuses on revealing disinformation present in selected emails. This part also points out the often-recurring narratives. The third part of this thesis is the research. On the basis of four different hypotheses, this last part analyses the influence of chain emails on focus group respondents. The hypotheses are formed on grounds of findings obtained from processing the theoretical part of the thesis and from the results of the email analysis and the second part of this thesis.
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Current Trends in Marketing Communication of Musicians on the Czech rap Market
Slovák, Jan ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The connection between the world of music and the world of business is nowadays a current theme. The music industry is not only about mainstream performers and bands, but also about alternative scenes. Marketing plays a major role in this environment, in relationship to brands and social networks and in the individual promotion of music. Hip-hop culture affects the lives of young people around the world. It is not just about topics related to violence and drugs, as this culture was originally represented in the US, but it can also be associated with everyday life in the village, as represented by Opak Dissu Label. The thesis was written from the position of a marketing student and a music producer. The thesis applies these mechanisms on the contemporary Czech rap scene. It presents some notable examples of Czech and Slovak rap artists' marketing communication, which had an effect on their popularity. Furthermore, the thesis analyses linguistic and visual communication of non-traditional rap group Opak Dissu Label on social networks. The analysis was also possible thanks to an interview with members of this group. The thesis is complemented by a detailed list of literature dealing with hip-hop subculture and a list of sources referring to the Czech rap scene.
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Speech culture of spokespeople with analysis of Jiří Ovčáček
Sulimenko, Konstantin ; Klabíková Rábová, Tereza (advisor) ; Švec, Kamil (referee)
This bachelor thesis focuses on the practice of speech, specifically the delivery of speech, of spokespeople in the Czech Republic and in this context, it analyses one of the most prominent Czech spokespeople Jiří Ovčáček. It introduces the combination of analytical tools for the analysis of a quality speech with emphasis on orthoepy, phonetics and rhetorical theory. Methods of exact measuring of vowel quality and quantity, speech rate and other acoustic correlates of a charismatic speech as well as methods of auditory analysis of phones and phone structures are introduced. Besides the use of those analytical tools in a practical research, the importance of those methods for analyses of PR experts is discussed. In the practical part, previously described methods are used to analyse the spokesman of the Czech president Jiří Ovčáček. The dataset consisted of five his speeches from 2015 to 2019. The analysis aimed to find and explain specific problems and deficiencies in his articulation, to explore shifts in vowel quality and quantity globally and to measure the speech rate. The part of the analysis is the interpretation and contextualisation of the results as for the current state of speech culture in Czechia. The progress of Jiří Ovčáček's speech abilities is also discussed as well as possibilities...
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Beliefs and Consumption of Organic Food in Different Income Groups of Consumers
Kozánková, Barbora ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The present bachelor's thesis is concerned with a research on beliefs about organic food of five income groups of consumers. It aims to discover the motivational factors and barriers to organic food purchase in the individual income groups, to measure the average frequency of organic food purchase in the groups and to identify potential links between the researched phenomena. The literature review presented in the first part of the thesis provides the theoretical background, discussing organic food consumption trends in the Czech republic and the current research on demographic and psycholgical determinants of organic food consumption. The research is based on the theory of planned behaviour, which categorizes the determinants of behaviour and introduces the term "informational foundations," which are the main object of this study. The research employs quantitative method and works with two hypotheses, while trying to answer the researched problem by including exloratory elements as well. The study seeks to explain the current trends in organic food consumption by searching for links between personal income, the frequency of orgnic food purchase and the intenzity of beliefs about organic food. The findings of the present research can be employed in marketing and communiaction strategies. They...
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Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
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