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Persuasive Language Used in Presentations by Information Technology Students
Vlachová, Monika ; Walek, Agata (referee) ; Ellederová, Eva (advisor)
Cílem této práce je vymezit koncept rétoriky a persuasivního jazyka. Práce začíná rétorickou analýzou a definuje rétorickou situaci. Dále poskytuje informace o umění přesvědčování, jeho historii a použití. Těžištěm práce je přehled charakteristických persuasivních prostředků, který se zaměřuje nejen na používání persuasivních jazykových struktur, ale také specifickou slovní zásobu. Analytická část této práce převádí teorii do praxe prostřednictvím podrobné analýzy a srovnání persuasivních prostředků používaných studenty informačních technologií v odborných prezentacích. Zabývá se persuasivními strategiemi, jakými jsou emoční důraz v řeči, používání osobních zájmen, spojovací výrazy, trojice slov nebo lichocení.
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Proposal of Guerilla Campaign for Baliarne obchodu Poprad Company
Svobodová, Karolína ; Matušek, Viliam (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.
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Stylistic Analysis of Selected Interviews of Miloš Zeman Given to the Media
Hanušová, Ivona ; Holanová, Radka (advisor) ; Hájková, Eva (referee)
This thesis introduces an analysis of the selected interviews with the former president of the Czech Republic Miloš Zeman. Primarily it examines the stylistic devices and the use of persuasive techniques and stylistic elements within these interviews. The theoretical part introduces concepts such as journalistic style, dialogue, media dialogue, media image, persuasion, argumentation, and media discourse. The empirical section comprises a stylistic analysis of specific interviews. The objective of this thesis is to examine the persuasion within the analyzed texts. KEYWORDS dialogue, stylistic analysis, argumentation, Miloš Zeman, media dialogue, persuasio
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Freedom of Thought in the 21st Centruy
Kluvancová, Anna ; Kindlová, Miluše (advisor) ; Řepa, Karel (referee)
Freedom of Thought in the 21st Century Abstract The subject of this thesis is the issue of freedom of thought in the context of the 21st century. In general, this work is based on the long-accepted premise of the factual limitlessness of thought and its freedom, to which it responds. It aims to draw attention to their vulnerability by mapping phenomena that have the potential to disprove the idea of the intangibility of thought. It is a reaction to the technological development of the last decades and its possible negative influence. The thesis is divided into two parts, reflecting the two fundamental thematic blocks. The first one deals with a theoretical characterization of thought and its freedom, followed by a section describing various forms of influence on thought. The first part is a theoretical introduction to the issue of thought and freedom of thought. First of all, the interdisciplinary concept of thought is defined. The public's current perception of freedom of thought is also mentioned in this section. The legal regulation of the right to freedom of thought is descripted not only within the Czech legal system, but also at the international level through human rights documents that hold significance for the Czech Republic. The most important part of this thesis is the second part. It offers...
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Typology of spam email written in Czech language
Vejda, Prokop ; Mňuková, Dominika (advisor) ; Podzimek, Jan (referee)
The presented thesis proposes a new typology system for Czech-language email spam. Its categorization is based primarily on the persuasive method used. Particular factors relevant for the classification are derived from subsurface observations via the method of semiotic analysis. The multi-layered typology differentiates between spam sales and imitation spam, between identity-imitating and situation-imitating spam. Another layer of categorization identifies the area of incentive for the desired action. The areas are finance, health, sexuality, and consumption. Ideological spam is recognized as a separate category. The typology derives validity from its application to a sample of Czech spam emails originating between January and April 2023. The method used is quantitative content analysis, which allowed the observed characteristics to be presented in a statistical context. Furthermore, it made it possible to elementarily map the nature of spam appearing in the email inboxes of Czech-speaking recipients at the beginning of 2023. The research is based upon a survey of existing typological systems and cases of the application of semiotic analysis to email spam. Theoretical research pillars are the concepts of the social role, speech acts, mythology, and uncertainty of meanings in communication. The...
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Differences in the perception of individual principles of persuasion according to Cialdini based on personality, gender, age and level of education
Klugerová, Sára ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This study examines Cialdini's six principles of persuasion, which are reciprocity, scarcity, authority, commitment, consensus, and liking, and people's perceptions of these principles based on personality, gender, age, and level of education. The specific goals of the research are to find out how respondents with different personality traits according to the Big Five personality model are related to the rating of individual principles, whether there is a significant difference in the rating between men and women, between younger adults, older adults and seniors, as well as between several levels of education, and what order of persuasiveness the individual principles take according to respondents' rating. In the theoretical part, the study also provides an insight into the possible way of using knowledge about connections with persuasive principles in practice, through artificial intelligence. Several findings emerged from the questionnaire. Respondents rated individual principles from most to least persuasive in the following order: commitment, reciprocity, liking, authority, consensus, and scarcity. This order was the same within all persons and individual groups. Research has found associations between personality factors and ratings of persuasive principles. It shows that less open...
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Effectiveness and impact of advertisments using framing
Hofmanová, Aneta ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on effectiveness and impact of advertisements using framing. The first chapter of the theoretical part is devoted to the concept of framing and its effect from the perspective of psychology and sociology. Thereafter, is the framing effect explained in terms of prospect theory and other types of framing are described. Followed by regulatory focus theory and regulatory fit. The last chapters of the theoretical section discuss framing in advertising, persuasion in advertising, and various cognitive biases related to the framing effect are also described. The practical part continues with the quantitative research that is primarily exploring the effectiveness of the advertisements that are using framing. Furthermore, the experiment is trying to find a relation between the regulatory focus of the participants and the regulatory focus of the advertising message. In this case, the research findings are supporting the hypotheses and verifying the higher persuasiveness of advertisements using negative goal framing.
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Influencers and marketing strategies
Beneš, Jan Matyáš ; Syřiště, Ivo (advisor) ; Duschinská, Karolina (referee)
This bachelor thesis focuses on influencers of children, advertising, and persuasion, mainly in the internet environment and on marketing and sociological-psychological strategies affecting the child population and others. It deals with the ways that marketers use to persuade clients to buy and to communicate. Part of the thesis is an essential description of influencers targeting children, an analysis of selected social networks, and making money on social networks. KEYWORDS Children influencers, persuasion, strategies of influencers, advertisement, marketing
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Language of Interaction and Communication Design
Brejcha, Jan ; Kera, Denisa (advisor) ; Strossa, Petr (referee) ; Souček, Jiří (referee)
The present work seeks to describe implicit patterns of natural language and cul- ture in human-computer interaction (HCI). Although extensive research has been done in the fields of HCI semiotics, and HCI culture, we try to bring novel insights through the semiotics perspective, and to propose a set of design guidelines for the international HCI practitioners. The steps to achieve this are: First, to define the semiotic and linguistic system of the user interface (UI) and create a related methodology, and second, to apply the acquired methodology to cross-cultural UI comparison. In the first part we propose a design and analytic method for ad- dressing UI language patterns. We defined the elements of the user-UI interaction grammar, which we then used to form our semiotic evaluation method. The semi- otic evaluation method is then compared to heuristic analysis which is already widely used in HCI. While our results show the complementarity of both the methods, semiotic analysis is able to uncover otherwise hidden aspects of the UI. The second part focuses on the ideology of the interaction. Using rhetorics and persuasion techniques the UI lead users to interact in a predetermined way. An analogy between the political and UI ideologies is showed. The third part deals with cultural differences in HCI. In...
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