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Development of medical advertising in printed media-comparison between periodicals "Světozor" and "Týden"
Kadlec, Michal ; Vošahlíková, Pavla (advisor) ; Knapík, Jiří (referee)
This diploma thesis observes representation and evolution of medical advertisement, products and services in print. This evolution is shown on comparing the two eras, the "first republic" and modern Czech Republic. The studied years of 1928 and 2008 demarcate the period of 80 years of transformation of advertisement market, but some of the rules are the same. The goal of this diploma thesis is to describe contemporary advertisement in chosen printed media, the magazines for public without specialization or further attributes "Světozor" and "Týden" serve for the research. The thesis observes which services and products were offered, in context of what and which methods were used. The text goes on from introduction to the topic and issues and analysis of particular samples from magazines to their comparation. The results of diploma thesis is the evaluation of used rules, according to the media themselves and the timeline. Thesis deals with the regulation of medical advertisement aswell. To compare them and increase the number of samples, the advertising of cosmetics sold in pharmacies is added. .
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From construction of media reality towards s social stereotype in the printed advertising
Talácko, Aleš ; Šoltys, Otakar (advisor) ; Jungová, Eliška (referee)
Diploma thesis "From construction of media reality towards a social stereotype in the printed advertising" deals with stereotypical portrayals of people emerging in Czech magazine production in the first decade of 21st century. The first part of the thesis describes the theoretical fundamentals of the field, including the theory of the social construction of reality by Berger and Luckmann. In its second part, using the sample of magazines Týden, Reflex, Maxim (formerly Quo), Cosmopolitan and Žena a život, the thesis surveys the occurrence of stereotypical depictions in the period from 2000 to 2008, materialized using semiotic codes. These depictions are named, described and it is shown how are they used in the process of constructing a complex communicate. This thesis is trying to point out the disproportion in the depictions of males and females in advertising and (based on previous classifications available) comes up with an original classification of the stereotypical depictions. The thesis also describes the results of a quantitative content analysis in order to find out about the occurrence frequency of the stereotypes in pictorial texts used in advertising production and it segments the occuring stereotypes in three categories according to the frequency of their occurrence. The categories are...
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Development of medical advertising in printed media-comparison between periodicals "Světozor" and "Týden"
Kadlec, Michal ; Vošahlíková, Pavla (advisor) ; Knapík, Jiří (referee)
This diploma thesis observes representation and evolution of medical advertisement, products and services in print. This evolution is shown on comparing the two eras, the "first republic" and modern Czech Republic. The studied years of 1928 and 2008 demarcate the period of 80 years of transformation of advertisement market, but some of the rules are the same. The goal of this diploma thesis is to describe contemporary advertisement in chosen printed media, the magazines for public without specialization or further attributes "Světozor" and "Týden" serve for the research. The thesis observes which services and products were offered, in context of what and which methods were used. The text goes on from introduction to the topic and issues and analysis of particular samples from magazines to their comparation. The results of diploma thesis is the evaluation of used rules, according to the media themselves and the timeline. Thesis deals with the regulation of medical advertisement aswell. To compare them and increase the number of samples, the advertising of cosmetics sold in pharmacies is added. .
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Lukashenka's First Presidential Term Images (1994-2001)
Bruna, Jaroslav ; Slačálek, Ondřej (advisor) ; Vargovčíková, Jana (referee)
The author seeks to identify the key elements of the Lukashenka's first presidential term perception in Tyden magazine. This perception is compared with the Lukashenka regime selfpresentation. The autor uses Norman Fairclough's Analysing Discourse as a theoretical background. Firstly we are identifying the main themes and furthermore the way how they are elaborated during the image analysis.
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