|
|
What the music in Czech television commercials consist of
Blažej, Jáchym ; Vranka, Marek (advisor) ; Hroch, Miloš (referee)
The study "What does music in Czech television commercials consist of?" deals with music used in television commercials. In particular, what the music consists of, how its selected elements work and how they are applied in commercials. The work is divided into two parts - theoretical and practical. The theoretical part introduces the subject area - advertising, television advertising, music and music in advertising and their individual selected elements, followed by the research part. In the research part, the chosen research methodology is first introduced and justified and then the data resulting from the quantitative analysis of selected elements of music in 100 television commercials are presented. It is answered what the general characteristics of music are, what instruments are included in it, what sets of tones it consists of and how the selected elements apply to the advertisement and to themselves. The general properties are understood as how many ads the music is contained in, its length relative to the total length of the ads, its level of activation - here the unifying properties of tempo, dynamics and rhythm, and some other properties. Next, the different identified musical instruments included in the music are presented and, in selected cases, their use is justified in terms of...
|
|
|
Man's family roles in commercials and their presence in contemporary Czech TV advertising
Švigová, Barbara ; Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor's thesis focuses on the representation of man's family roles and male domesticity in marketing communication. The main objective is to describe how the man's role in the domestic sphere is portrayed in advertising and its changes through time and to find out to what extent those changes are reflected by Czech television advertising. In the theoretical part, the thesis briefly deals with the concept of masculinity, gender stereotypes in the media and their impact on the society. Then it summarizes the changes of the man's family role due to industrialization and later the emancipation of women. The pivotal part of the thesis focuses on the representation of man's family roles in advertising. Firstly, it describes traditional stereotypes connected with the representation of masculinity and the offensive portrayals of male domesticity. Furthermore, it focuses on the emerging trend of positive representation of the man's family role and fathers in particular. The practical part of the thesis consists of research. The main research question was whether traditional stereotypical images or new positive images of male domesticity predominate in contemporary Czech television advertising. For this purpose, the research uses quantitative and qualitative content analyses of commercials...
|
|
|
Analysis of mass media communication of selected manufacturers of cola-based drinks on Czech TV market
Menšíková, Šárka ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This master's thesis is focused on the analysis of mass media communication of three manufacturers of cola-based drinks, which are Kofola, Coca-Cola and Pepsi. Its aim is to provide a comprehensive overview of mass media communication, to map the progress of marketing campaigns on television and to compare activities of key players in the category of cola-based drinks on Czech television market at the period 2010-2015. The thesis contains theoretical and practical part. The theoretical part contains of literary research and there are also described main areas associated with this thesis such as advertising or mass media planning and there is also summarized the situation on television market and market of soft drinks. The second part of this thesis is devoted to analysis of mass media communication of selected manufacturers of cola-based drinks in the Czech Republic. At the beginning of the practical part there are described all used methods, based on data mining of the set of advertising investments which are available from the company Nielsen Admosphere, a. s.
|
|
|
Gender in media practice. Male and Female in advertisements
Říhová, Aneta ; Remr, Jiří (advisor) ; Horák, Vít (referee)
Bachelor thesis discusses the issue of men and women portrayal in advertisement; with the main focus set on contemporary television advertisement in Czech Republic. Topic is firstly described from the theoretical point of view, which sets the foundations for the research itself and introduces the reader to the current knowledge in this field. The following study is carried out on two different levels. Content analysis, which is used for breaking down of the essential parts of advertisement, clearly exposes the fact of gender stereotype remnants, even though the shift in certain equalizing aspects is noticeable; analysis is done upon a selected set of advertisements from regular broadcasts during the spring of 2011. Different angle towards the issue is approach using in-depth interviews with selected respondents. This method allows describing the overall understanding of women and men in advertisement by receivers of television advertisements; age of members of the set ranges from 25 to 45 years, women and men with different education were equally represented, providing for absolutely unique views from all individuals. The perception of said matter is strongly influenced by sex and interest in media issues of those respondents.
|
|
|
The male and female identity in contemporary society with focus on advertising
Molnárová, Katarína ; Hubinková, Zuzana (advisor) ; Kašparová, Eva (referee)
This thesis deals with male and female identity in contemporary society, with narrower focus on its presentation in television commercials. The aim of the work is the realization of content analysis, aiming at depicting the characters of men and women in television commercials. Theoretical part of the thesis consists of four chapters. The first chapter describes the general theoretical basis of this thesis. The second and third chapter deals with the specifics of male and female identity. The fourth chapter describes the research method of content analysis and presents the objectives and research hypotheses. The analytical part of the work examines the representation of men and women in television commercials at two levels - at the level of main characters, and at the level of commercials. The final part of the analytical part interprets the research results of analysis.
|
|
|
Television advertising and its production of the Czech Republic to the example of Armada Films Ltd. Company
Janovcová, Zuzana ; Hanzlík, Jan (advisor) ; Kubaš, Mario (referee)
The thesis talks about TV commercial and its production in the Czech Republic. The theoretical parts discusses briefly history of TV commercial and its forms and impact it has on us. Furthermore, the first part contains regulations effecting TV commercial and its production in the Czech Republic. The practical part focuses on the overall production of commercials in the Czech Republic and the introduction of Armada Films Ltd. Company together with the total cost of the ads produced. The major part contains a comparison of two TV commercial examples, which is subsequently evaluated.
|
|
|
The Communication Mix of company NOWACO
PIKHARTOVÁ, Aneta
The aim of this work is to describe the marketing tools, and specifically describe the communication mix in NOWACO. By working with NOWACO I got a full picture of the company's marketing mix. NOWACO invests tens of millions each year. For example, NOWACO uses television advertising for its ice cream brand, called Prima and Mrož. Company NOWACO often participates in exhibitions and fairs. First of all NOWACO became a major sponsor of the first year Danone nationwide project for 2010/2011. Of course, NOWACO uses other tools of marketing communication such as public relations, sales promotion, and interactive marketing.
|
|
|
Gender Stereotypes in Television Advertising
Smoleňová, Ivana ; Pešek, Ondřej (advisor) ; Vávra, Oldřich (referee)
This study contains basic comparison the status of women and men in television advertising in Czech Republic. It focuses on stereotypic presentation of each gender depending on the type of product presented and on dividing products into two groups each stereotypically regarded as a men's and woman's products . In the first part -- theoretical part, I define basic definitions connected with this area needed for understanding the problem of gender stereotypes in advertisement and their influence on society thanks to the huge power and influence of media. Second part -- practical part contains analyzing of 160 adverts (firstly divided into 4 groups -- food, household needs, financial products and cars), which were presented on television in the year 2008. The analysis used is quantitative contents analysis and it compares each groups of adverts regarding gender prejudice. The last part shortly describe the way how European Union and Czech Republic deal with this problem and activities they have undertaken.
|
guest ::
