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Types of brand personification on the Czech market
Nierostková, Klára ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
This bachelor thesis deals with types of brand personification on the Czech market. The aim of the thesis is to describe different models of personification and their division based on the AMOP structure. The thesis serves to summarize the basic information on this topic and compare it with the actual advertisements that we could or still can see on the Czech market. This summary has been created in order to bring together the various theories contained in the literature, as this topic, despite its great application in practice, is not given much attention and a substantive summary of this information is basically non-existent. The knowledge contained in the theoretical part is reflected in the practical part, as some of the questions for the unstructured interviews with practitioners were designed so that the respondents respond to the content of the theoretical part with their knowledge and opinions that they have developed over years of practice and use of brand personification. The responses of the practitioners are compared to see the agreements and disagreements in their views.
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"We drag the cart of capitalism on and on": Ethnography of factory production
Virtová, Tereza ; Stöckelová, Tereza (advisor) ; Abu Ghosh, Yasar (referee)
This thesis presents the main results of a five-month ethnographic research project in a global factory in the Czech Republic. It is focused on three topics. Due to a number of ethical dilemmas that accompanied the research, the first part examines ethics in anthropology, both the instruments of the institutionalization of professional ethics and "ethics in practice". As a strategy for dealing with ethical dilemmas the thesis aims at a reflexive approach, as proposed by Guillemin and Gillam (2004) not only to ensure rigor in research methodology, but also as a form of "morally adequate research work". The second research focus is the production line. The line makes sense - that is, produces stuff - only when people and machines interconnect. Symmetrical analysis juxtaposes humans and machines and explores the dynamics of agency as it shifts the borders between people and machines and the characteristics that each takes from the other. The last part of the thesis presents the factory as an actor in the labor market. Through the analysis of economic and organizational factors as well as workers" stories and interpretations and regional authorities" accounts, the final part tries to explain the perception of the factory as a stable and relatively solid employer. Keywords: global factory, ethics,...
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