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FASHION PHOTOGRAPHY AND ITS CURRENT POSIOTION IN MEDIA AND ADVERTISING
Mikešová, Kateřina ; Lábová, Alena (advisor) ; Osvaldová, Barbora (referee)
The bachelor thesis Fashion photography and its current position in media and advertising examines the role of fashion stories (fashion editorials) in relation with the lifestyle magazines they are published in, regarding the role photographers who are responsible for the fashion stories and the fact whether the advertisement in particular magazine issue is related to the content of the fashion story. The analytical part of the thesis is based on the specific example of three lifestyle magazines in the Czech Republic - Elle, Dolce Vita and proc ne?! and on the work of four photographers that publish the most in these magazines - Anna Mrazek Kovacic, Standa Merhout and pairs Stepanka Stein & Salim Issa, Rene & Radka. It is subdivided into three units. The first examines the role of fashion stories in media, define the parameters on the basis of which a quality of a fashion story can be specified. The second analyzes the relation between fashion stories and advertisement on the example of brands that advertise in the magazines in comparison to the brands that are used in the fashion stories. The third analyzes the photographic style of the authors of fashion stories and examines how it is affected by the requirements of the client's order.
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Persuation of commercial articles in lifestyle magazines ELLE and Instyle
Spilková, Tereza ; Šoltys, Otakar (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis is focused on language of persuasive elements in advertising texts In two Czech lifestyle magazines - Elle and InStyle. The thesis focuses on the psychology of advertising, the media and the language that advertisement uses to address and persuade readers. Lifestyle magazines have a specific way and language of communication. Subject will be texts labeled as "promotion". The range of sample will be 6 issues of the Elle magazine and 2 issues of the Instyle magazine. The first chapter is dedicated to the theory of media, mass media and their influence on society. The second chapter is dedicated to lifestyle magazines and their history. In the third chapter the author deals with the theory of persuasion and language. And the fourth will focus on advertising and its ability to influence opinions and attitudes. The second part of the bachelor thesis describes the method of content analysis and description of the monitored data set. The thesis analysis individual advertising messages and examines the linguistic persuasive elements contained in them. At the end, the author will try to show what elements of persuasion appear most frequently in the advertising texts, what products they focus on and whether the texts and their language corresponds to the specialized literature about the...
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Stereotypes in Fashion Photography in Women's magazines
Zítková, Radka ; Lábová, Alena (advisor) ; Turek, Pavel (referee)
Bachelor thesis "Stereotypes in Fashion Photography in Women's magazines deals with the question of using stereotypes in media. The theoretical part of the work is concentrated on the two main issues connected with thesis topic - on fashion photography and stereotype. Both issues are right in the beginning defined and the scientific literature, which has been published so far, is mentioned. The Analysis of stereotypes in fashion photography follows. The samples are Czech versions of world's leading magazines Elle and Harper's Bazaar. As women's magazines Bakalářská práce Stereotypy v módní fotografii v ženských časopisech focused mainly on the topics such as fashion, beauty and slender figure, they provide a sufficient amount of fashion photographs. The entire magazines are then analyzed one by one as they were published in the last ended year - year 2007. Visual analysis of each issue contains official information such as the amount of pages, photographs and fashion photographs. The next part of analysis is concentrated on the content of picture. I describe all the stereotypes I found in every single issue of magazine. As I close the concrete magazine I sum up the stereotypes in fashion photography, which were uncovered through its issues of the year 2007. In the end of the work I compare both...
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Transformations of the feminity in the Harper's Bazaar magazine after its introduction to the Czech market in comparison to the Žena a móda magazine (1988)
Pikalová, Alexandra ; Reifová, Irena (advisor) ; Köpplová, Barbara (referee)
Bachelor thesis is dealing with a change of the concept of womanhood in the ELLE magazine as a first foreign fashion medium which was issued in the Czech Republic after the political- social transformation in the year 1989. As an opposite medium serves the Žena a móda (=Woman and fashion) magazine. The changes will be observed on issues of the ELLE magazine which were published in the year 1994, that meaning the first year on the Czech market. In the case of the Žena a móda magazine, subjected publications will be from the year 1988. Womanhood will be presented in the theoretical part of the thesis, characterics and history of fashion magazines will be then presented together with a short history of the ELLE magazine and same with Žena a móda. Qualitative content and picture analytics will be explained in methodological part of the thesis which I chose as a tool to capture the expected differences. The analytic part is analyzing single specific differences in beforehand chosen dimensions.
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Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
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Persuation of commercial articles in lifestyle magazines ELLE and Instyle
Spilková, Tereza ; Šoltys, Otakar (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis is focused on language of persuasive elements in advertising texts In two Czech lifestyle magazines - Elle and InStyle. The thesis focuses on the psychology of advertising, the media and the language that advertisement uses to address and persuade readers. Lifestyle magazines have a specific way and language of communication. Subject will be texts labeled as "promotion". The range of sample will be 6 issues of the Elle magazine and 2 issues of the Instyle magazine. The first chapter is dedicated to the theory of media, mass media and their influence on society. The second chapter is dedicated to lifestyle magazines and their history. In the third chapter the author deals with the theory of persuasion and language. And the fourth will focus on advertising and its ability to influence opinions and attitudes. The second part of the bachelor thesis describes the method of content analysis and description of the monitored data set. The thesis analysis individual advertising messages and examines the linguistic persuasive elements contained in them. At the end, the author will try to show what elements of persuasion appear most frequently in the advertising texts, what products they focus on and whether the texts and their language corresponds to the specialized literature about the...
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Image of health in advertising. Content analysis of advertisement of medicinal products in selected womenˇs magazines
Pavlačková, Anna ; Vošahlíková, Pavla (advisor) ; Zábrodská, Kristina (referee)
The master thesis deals with the development and display of advertisement for medicine and health- related products and services in Czech women's magazines. We compare here two periods - The First Czechoslovak Republic and present. It focuses primarily on these following questions: Does the display of health-related products have changed? Do we still advertise products of the similar character? Has the ideal of heath changed and things which were believed healthy in the past, are not considered healthy anymore? Is the difference related to historical events or rather related to the current state of society and its preferences? The main titles for analysis were Eva: A journal of modern women from the 1930s, which was published by Melantrich and current lifestyle magazine Elle, which is published by Hubert Burda Media. The theoretical part summarizes current basic knowledge about press, advertising, healthcare. In the practical part are more closely introduced the research methods - content and image analysis and also the process of analysis and the comparison by itself. An integral part of the thesis is the attached advertisements, on which the analysis was based, and which serve for better illustration of the above-mentioned phenomena. Powered by TCPDF (www.tcpdf.org)
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Comparative content analysis of magazine Elle
Paulasová, Alžběta ; Kubišová, Zuzana (advisor) ; Dvořáková, Markéta (referee)
This bachelor thesis Comparative content analysis of the ELLE magazine is focused on comparison of french and czech version of women's lifestyle magazine ELLE from February 2014 to April 2014. Firstly, the magazine is compared to other media and women's magazines in general and then its historic developpment is briefly described. In the practical research part the specifics are characterized as well as similar and different elements of the both versions. The research was carried out by usage of quantitative content analysis. The goal and summary of the thesis is the description of a form of the both language versions and further inspection of respective amount of content that is presumed in literature and finally the thematic differences between the both language versions.
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Myths and stereotypes in advertising photography
Bušková, Helena ; Lábová, Alena (advisor) ; Turek, Pavel (referee)
The bachelor thesis Myths and stereotypes in advertising photography (Týden and Elle magazines) focuses on meanings carried by advertising photographs and on ways used to connect these meanings with products. The aim of the thesis is to find out, how these images show stereotypes and myths shared in society. The theoretical part of the thesis concerns first of all the theory of representation and theory of signs in semiology. It focuses especially on how these signs work in advertising photography and how the meaning is transferred between displayed objects. Furthermore, it introduces the theory of myth in the work of Roland Barthes and possible involvement of ideology and stereotypes in advertising photography. The analytical part examines advertising photographs in Týden and Elle magazines, using the semiological method. The aim of the analysis is to find out, how the concepts and ideas in advertising photography differ between a serious and a lifestyle magazine. It points out the main stereotypes and myths, that appear in the photographs, with an emphasis on gender stereotypes, which prevail there. The analysis focuses on the ways men and women are pictured in terms of activity and passivity, a role in life, expected characteristics and profession. In conclusion, the thesis compares the two...
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Sexuality in advertisements in women's magazines in Czech republic 2009-2011
Karpova, Tatiana ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Sexuality in advertisements in women's magazines in the Czech Republic in 2009-2011"describes issues of sexuality in print advertisement in women's lifestyle magazines Elle, Cosmopolitan and Marianne. The thesis is divided into theoretical and analytical part. The theoretical part gives the definition of the sexuality in advertisement and presents its classification, explains the concept in framework of the social constructionism theory of Peter L. Berger and Thomas Luckmann and also deals with ethical issues of sexuality in advertising, its current condition and effectiveness of use of sexuality in advertisement. The research strives to answer the questions about the way the sexuality is presented in advertising and how frequently it is used in it. Selected printed advertisements are the subjects to the descriptive analysis, which is used to define the character of sexual behavior and the type of a sexual presentation of women, which appear in advertisements most often. This thesis reflects the concept of sexuality in advertisement both in terms of marketing and in the broader socio-cultural context.
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