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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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TV Advertisement Formats Used by Vodafone and How Czech Consumers Perceive Them
Šimková, Aneta ; Vávra, Oldřich (advisor) ; Marek, Aleš (referee)
The aim of this thesis is to assess using selected marketing tools how Czech consumers perceive different formats of television advertisement used by Vodafone. To this end, Vodafone TV spots aired in the Czech Republic between 2005 and 2016 were analysed focusing mainly on TV spots aired in the past few years. An integral part of this thesis is the qualitative Focus Group research method and probe questionnaires distributed among Czech consumers. The results of this research are subsequently compared with the Multicriterial research MML TGI Median Company and also with the research results of the Nielsen Company.
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