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The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays
Lohrová, Kateřina ; Šmejdová, Barbora (advisor) ; Bouma, David (referee)
Název práce Jazykový obraz světa a tělesnost: proměny ve vnímání a způsobu zobrazování ženské tělesnosti ve vizuálních médiích Anotace Tato diplomová práce se zabývá otázkou vnímání ženské tělesnosti a způsobu, jakým je zobrazována ve vizuálních médiích (konkrétně v tištěné reklamě), jak se tyto obrazy proměňují v čase, případně jakou mají tyto změny podobu. Snahou práce bude nahlédnout toto téma na pozadí konceptu jazykového obrazu naší společnosti, na základě čehož by se nám mohl naskytnou zajímavý vhled do její vnitřní konstrukce a mechanismů jejího fungování. Klíčová slova: jazykový obraz světa, kategorizace, tělesnost, ženskost, stereotypizace, objektifikace, vizuální média, reklama Thesis title The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays Abstract This diploma thesis discusses the issue of the perception of the female body and the approaches and ways in which it is portrayed in the visual media (specifically in the printed advertisement), how these images changes over time or what form these changes takes. The aim of this thesis is to look at this topic in the background of the concept of the linguistic image of our world, of our society, on the basis of which we...
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Finding synergy on the internet - Google case
Kosinová, Kamila ; Köppl, Daniel (advisor) ; Jirků, Jan (referee)
The bachelor thesis "Finding synergy on the internet - the Google case" focuses on the topic of media conglomerates and Google, which some actors consider as a media company. In the paper I talk about Google in more detail - describing its activities, historical development and advertising tools it offers to the customers. Regarding advertising, I analyze in detail online and print advertising, their characteristics, advantages and disadvantages. One chapter is devoted to the development of investments in advertising. The focus is on various media types in recent years and the comparison of digital advertising with print advertising. The paper deals with print and online media, their characteristics and development. Specifically I focus on the media convergence and its impact on the functioning of media concerns. At the same time, it describes the changes that are associated with it. The paper is also dedicated to the relationships between Google and publishers and whether the relationships are based on cooperation or competition. To map the topic, I used a desk research method and worked with secondary data from various sources.
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Finding synergy on the internet - Google case
Kosinová, Kamila ; Köppl, Daniel (advisor) ; Jirků, Jan (referee)
The bachelor thesis "Finding synergy on the internet - the Google case" focuses on the topic of media conglomerates and Google, which some actors consider as a media company. In the paper I talk about Google in more detail - describing its activities, historical development and advertising tools it offers to the customers. Regarding advertising, I analyze in detail online and print advertising, their characteristics, advantages and disadvantages. One chapter is devoted to the development of investments in advertising. The focus is on various media types in recent years and the comparison of digital advertising with print advertising. The paper deals with print and online media, their characteristics and development. Specifically I focus on the media convergence and its impact on the functioning of media concerns. At the same time, it describes the changes that are associated with it. The paper is also dedicated to the relationships between Google and publishers and whether the relationships are based on cooperation or competition. To map the topic, I used a desk research method and worked with secondary data from various sources.
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Czech Advertisement between the World Wars: Case Study of Magazine Pestrý Týden in 1929
Fidranská, Iva ; Dolanský, Pavel (advisor) ; Cebe, Jan (referee)
The bachelor thesis inspects the potential impact of the Big Depression on the Czechoslovak society in 1929 - the year of escalating economic conjuncture. To find it out, the advertising outputs are applied, namely a print advertising in the then social week magazine called "Pestrý týden" (The Motley/ Various Week in translation). The first part provides a theoretical background - it puts the topic into the historical, political, economic, social and cultural context in order to prepare a reader for the second part of the thesis. There are described the then means of advertising including a detailed characteristics of the First Republic print advertising. Except for that it emphasizes a new role of women in society and the advertisers' attention to these new consumers and buyers. The second part is practical and dedicated to quantitative content analysis and determination of an amount of particular goods and services in particular months. It is explained here, why some types of goods and services disappeared or appeared during the year and whether it was due to the crisis. Within the analysis the biggest investors and their target groups are defined as well.
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Language and style of the advertisement
Vrábľová, Denisa ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...
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Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study
Brezarová, Alžběta ; Köppl, Daniel (advisor) ; Shavit, Anna (referee)
The bachelor theses "Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study" deals with three communication campaigns and further communication activities of HORNBACH DIY retail company in the Czech Republic in 2009. The aim of the theses is to define the HORNBACH brand on the Czech market, compare it with its competitors and then describe and analyze three campaigns - one that maintains the position of the brand, one that communicates low prices and finally the complex campaign called "Make it your project!". The thesis is focused particularly on TV commercials, print advertising and communication via social networks and a company website. Analyzed communication activities are put in context with the brand positioning, brand image and the economical results of the HORNBACH Company in the year 2009/2010. The communication activities were analyzed and evaluated according to information from literature and articles.
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Marketing communications in automotive industry
Titl, Marek ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The aim of this Master's Thesis is to characterize and analyze the current design of automotive print advertising placed in nationwide magazine. The Thesis is divided into two main parts. The first part summarizes the basic theoretical aspects -- such as content and functions of advertising, media types and their characteristics, brands and reference groups. In the application part, I firstly describe how to perform content analysis and give a description of magazine Reflex. In the following analysis of data obtained from the content analysis I uncover and describe which elements are highlighted, how often the reference groups are used or which car colors are mostly applied. I also analyze texts and keywords mentioned in the advertisements. The following is a comparison of advertisements between 2003, 2008 and 2013. In conclusion, I answer research questions; summarize the most important findings from the performed analysis and present marketing recommendations.
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