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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) ; 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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The Nobility in the Usti Region in the Context of Early Modern Heraldic and Epigraphic Relicts
Šrejber, Adam ; Pátková, Hana (advisor) ; Hlaváček, Ivan (referee) ; Roháček, Jiří (referee)
The Nobility in the Usti Region in the Context of Early Modern Heraldic and Epigraphic Relicts The Ústí region is one of regions which were affected by a loss of historical memory after the Second World War. It was caused by the elimination of a large part of the cultural heritage to a considerable extent. The Royal Town "Ústí nad Labem" was a common and traditional centre of the region at the beginning of the Early Modern period. It had an influence on the development of the whole region on a number of aspects. The absence of a larger noble dominion with a major administrative centre gave a space to minor noble properties, and to a construction of humbler religious buildings. Churches and their movables are often only relics of the formerly spectacular noble representation in the region. A doctor thesis concentrates on the documentation and interpretation of heraldic and epigraphic relics through which people from five noble families presented themselves in the Ústí region. Bearers of sign and inscription elements have been put into the wide, especially art historical context of a cultural heritage fund of North-West Bohemia. The thesis extends knowledge of the use of arms and inscriptions in seven religious buildings which came into existence on the initiative of the nobility of a foreign origin,...
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