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The role of advertising in the life of pensioners
Horáková, Zuzana ; Reifová, Irena (advisor) ; Wolák, Radim (referee)
The topic of the diploma thesis The role of advertising in the life of pensioners dedicates to czech pensioners and deals with an individual aspects of their relationship with advertising. The first part of the diploma thesis deals with the theoretical concent, which desribes the audience from the general perspective, history, new media and selected researches. The next chapter focuses on the pensioners themselves. I try here to define the basic concepts that are associated with them in terms of sociology and lifestyle of this older generation. The space is also devoted to the consumer beviour of pensioners, which is influenced by certain aspects of their lives. There is also a chapter about advertising and individual advertising media because of context the diploma thesis. The practical part of the diploma thesis is the evaluation of quantitative research, which concerned the influence of advertising messages on pensioners. The questionnaire included questions that emerged from the theoretical part. The questions asked about the source of the advertising message, the sufficient offer of products and services or what advertising should look like to make it more trustworthy. Based on the answers an evaluation was prepared, which answered the topic of my diploma thehis - whether the advertising...
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The Use of Foreign Languagues in Advertising and its Influence on Advertising Message Perception
Dvořák, Dominik ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
DVOŘÁK, Dominik. Použití cizích jazyků v reklamní komunikaci a jejich vliv na percepci reklamního sdělení. Praha, 2019. 45 s. Bakalářská práce (Bc). Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky Katedra marketingové komunikace a PR. Vedoucí diplomové práce PhDr. Tereza Klabíková Rábová, Ph.D. Abstract The thesis explores the use of foreign languages in advertising communication and its influence on advertising message perception. It investigates the question if it's beneficial to borrow words and phrases from foreign languages or whether it's more effective to use solely the native language. In the theoretical part the author shows the historical, linguistic and socio-psychological context of commercial language code-mixing. In the practical part he introduces the qualitative research method of the focus group using 6 pairs of advertisement visuals, containing both the original foreign version and a version entirely adapted to the Czech language. It turns out that the customer's interest in the product can be increased if the foreign language application is aligned with the entire positioning of the product or brand. Its use can give the product a certain feel of uniqueness or exclusiveness. Contrarily, an isolated use of a foreign word without any context of a...
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Display negative emotions and their impact on the perception of advertising messages
Pištěková, Karolína ; Kincl, Tomáš (advisor)
This Diploma Thesis analyzes the negative emotions and their impact on the perception of advertising messages. The goal is to find out how the negative emotions in the advertisement affect the individual and whether and how they perceive their perception. The theoretical part deals with different approaches to the definition of emotions and their measurement. Literary research discusses case studies and research conducted in this field, including the conclusions that follow. Part of the theoretical part is the approach of the term neuromarketing and its importance in the area of marketing communication. The methodical part discusses selected methods of data collection. The results are displayed using fixation and heat maps and are supplemented by respondents' testimonies.
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Analýza genderových stereotypů v hudebních videoklipech populárních písní
ZDEŇKOVÁ, Nikola
This thesis deals with the issue of gender stereotypes, which are presented in music videos in actual popular songs. The work is divided into two parts. The first, theoretical part is focused on defining the basic concepts and definitions, which are linked to the gender theory, media and media communications. Next part is showing gender in media communications with an emphasis on advertising messages and popular music. The second part deals with the actual practical research, which is primary based on Goffman's view of gender stereotyping in advertising messages. In the continuity of the theoretical part there are analyzed selected music videos. The focus is concentrated on identifying and describing the mechanisms by which the gender stereotypes in popular music are reproduced. Selected music clips were analyzed by procedures established under the content analysis. The results show how the masculinity and the femininity are displayed in contemporary popular music video clips.
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3D graphics for commercial advertising
Harák, Jan ; Vostrovský, Václav (advisor) ; Halbich, Čestmír (referee)
This work deals with the comparison of software for creating 3D graphics in order to use in commercial advertising. The aim of this work is to help advertisers to select the appropriate program for the creation of 3D commercials. The main topic of theoretical part explains the basic concepts of advertising, marketing, 3D graphics, familiar and a comparison of individual software on the basis of predetermined criteria. The practical part consists of making demos advertising product.
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The content of the advertising message and its impact on the addressee
Schilla, Ondřej ; Surynek, Alois (advisor) ; Fischerová, Martina (referee)
The present Bachelor thesis tries to outline and assess the content of an advertising message and its impact on the addressee. In the theoretical part, the role of psychology in copywriting as well as the use of various underlying psychological concepts and approaches are characterized in great detail. The first section of the practical part of the present Bachelor thesis explores the impact of the twelve most frequently used methods of presenting an advertising message. For this purpose, an original author's questionnaire proved to be quite useful. The answers from the field were assessed and thoroughly analysed by the author of the thesis. The second section brings the author's analysis of the most succesfull advertisements from the official scale EFFIE 2012. The know-how derived from the theoretical part of the thesis could be applied here.
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The influence of advertising messages on the target audience
Lejčková, Radka ; Kašparová, Eva (advisor) ; Franková, Emilie (referee)
The diploma thesis deals with the influence which the advertising messages have on the target audience. In the theoretical part I analyze the way in which people are deciding. I emphasize the growing role of emotions. Furthermore I describe recommendations how to create textual and visual parts of the advertising messages. In the practical part I verify how these recommendations actually influence the selected group. For this purpose I use the group interview. In addition I make interviews with professionals to clarify if the early mentioned recommendations are applicable in practise.
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