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Vliv sociální reklamy na generaci Z
Lavická, Adéla
The diploma thesis deals with social advertising and its influence on the current adolescent generation, Generation Z. The first part focuses on explaining theoretical concepts such as social marketing, social advertising and Generation Z. The aim of the diploma thesis is to find out how the elements used in social advertising spots influence Generation Z. The practical part of the thesis includes quantitative research in the form of a questionnaire survey followed by qualitative research. First, the individual social advertisements and their context are described, then the individual spots are analysed. In the final part, the results of the quantitative and qualitative research are compared and specific recommendations for use in social advertisements to reach Generation Z con-sumers are set out.
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Exploring types of social-impact campaigns promoting road safety and how these are perceived by young drivers
Popiolková, Michaela ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The aim of this bachelor thesis is to get to know how selected road safety campaigns are perceived by young males aged 18 to 24. The theoretical part defines the concept of social marketing, presents the main objectives of road safety campaigns in general and compares several existing studies on the effectiveness of social campaigns with a focus on road safety. Subsequently, the thesis describes the three types of advertising appeals and the social psychological Theory of planned behavior, which is widely used to predict behavior and is applied in the research. The practical part is devoted to describing the qualitative research conducted in the form of interviews with six respondents. In the last section, the research questions are answered and the main findings are presented.
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Social Poster as a Mean of Communication
BOČKOVÁ, Lucie
This diploma thesis with name "Social Poster as a Communication Tool" deals in the content with social advertisings and theirs potential use as a communication tool. The theoretical part deals with graphic design and especially the role of poster as a visual communication medium of advertising. Furthermore, the theoretical part outlines the historical development of advertising and lists the characteristic feature of social advertising, which defines in relation to commercial advertising. It outlines the historical development, refers about the legal and ethical problems of definition and raises questions about its impact and effectiveness in society. Furthermore, the theoretical part contains a list of characteristics of social advertising. It outlines an issues of legal and ethical definition and raises questions about its impact and effectiveness in society. The practical part of this work incorporates the creation own set of six social posters. Set of posters is quite focused on issues specific to the target group. In this context, the work is based on pedagogical and psychological knowledges peculiar to the target group. The assumption is further possible use posters as educational material in the second class students primary schools. On the basis of this materiál it is possible stimulate to discussion on the whole range of social issues. With this is suggested space for communication, asking questions and seeking answers.Part of this work is illustrated appendix, on which is referred to throughout the text. This section is also a record of the creative process and the resulting file of social posters and their possible variations.
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Subjective Influence of Social Advertising to Students of University of South Bohemia in České Budějovice.
ZAJACOVÁ, Veronika
The diploma thesis deals with the less known type of advertising - the social advertising. The social advertising uses mostly emotional appeals to raise awareness about societal problems, bad habits of people and strives for the behavioural change aiming to make the contemporary world better. The diploma thesis consists of a theoretical and a practical part, whilst the theoretical part offers a comprehensive view not only on the social advertising but partly on the advertising in general as well. It explains the term of social advertising, compares it to the commercial advertising, describes its historical development and defines the subjects of the social advertising. The theoretical part further explains how the social advertising influences the society, which is mostly done by the emotional expression of the given problem and by advertising appeals. Approached are also the specific advertising campaigns - by the most common typologisation of social advertising themes. The research was conducted using surveys aiming to find out whether there are any differences in the awareness of social advertising by students of the HSS SBU and the FE SBU all together with finding out whether it is possible to talk about a higher social advertising influence on students of the HSS SBU. The results were in accordance with these hypothesises which can prove the existence of knowledge differences of students about the social advertising based on their field of study and the fact that the social advertising has bigger influence on students of the health and social fields of study. Answers of respondents from both faculties were often different. On the other hand, students from both HSS SBU and FE SBU have shown the same answers regarding the attitude towards the social advertising. It is possible to make a statement that the social advertising seems beneficial to both HSS SBU and FE SBU students as well and they would like to be in contact with it more often. The students of HSS SBU have chosen to perform the helping professions for their carrier which demands also personal traits that can be e.g. the social feeling and the desire to help. The research brought the finding, that the students care about the social problems and that the social advertising fulfils its purpose which is raising awareness about the societal problems that should get known by people this way.
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Social advertising
Yudina, Vera ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.
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Social marketing in The Czech Republic
Filsaková, Petra ; Vinopal, Jiří (advisor) ; Vlček, Josef (referee)
Bachelor thesis entitled "Social advertising in the Czech Republic" is focused on a specific promotional tool of social marketing, which is most often termed as social advertising. In addition to its insertion into the broader context it also deals with key aspects of whole this advertising discipline, such as its definitions, forms and historical development. Because it is regarded as a communication tool, which speaks to the public through the media, they are also characterized methods of persuasion in this paper. The aim is a detailed description of the specifics of this phenomenon between years 2007 and 2014, which is achieved by using content analysis. The results showed that the largest space in the media have a social advertising focused on global issues, especially in the field of social responsibility and health protection and prevention. Specifically, spots are targeted on poverty, helping handicapped, communication of diseases (AIDS, cancer, etc.) and educational development. Donation character has only ¼ of the observed sample and among the most frequently used principles of persuasion in social commercials include emotional appeals and testimony. Collected data can also be used, for example for the international comparisons, long-term research of the effects of media and a more...
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The Changes Of An Advertising Campaign In Dependency Of The Medium In Action (Signs, Sign Systeme and Semiotics)
Hellebrandová, Kateřina ; Šoltys, Otakar (advisor) ; Dvořák, Tomáš (referee)
The topic of this thesis is the variability of the second wave of the advertising campaign "CHODICILIDE.CZ" in dependency of the media in action. This campaign is a social advertising project by the Sirius Foundation. This project highlights the topic of relationships between disabled people and the rest of society in an unusual way. Therefore, the thesis introduces the theoretical base in order to define "social advertising" and all terms and definitions needed and connected. The following chapter discusses the methodology of this thesis. The campaign is subsequently introduced as well as the foundation and the creative team. The proceeding chapter is analytical. Firstly, there is the narrative analysis focusing on the story of the video. Secondly, there is the semiotic analysis that describes the picture, the sound and verbal and nonverbal aspects. TV spots, posters, internet sites, guerrilla and ambient marketing will be described as well as PR. The final chapter of the thesis is a survey on the topic from a quantitative perspective. Some questions of the survey are asking f. ex. about the acceptance of the topic in question, the remembrance, and opinion and highlights of the campaign and so on. The conclusion will compare the differences of each form of the campaign in context of the survey's...
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The Semiotic Analysis of Campaign "chodicilide.cz"
Kutilová, Lucie ; Marcelli, Miroslav (advisor) ; Švantner, Martin (referee)
The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.
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