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The language humour and its use in advertising illustrated on the example of bank istitutions
Kwasková, Dominika ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with a language humour and its usage in advertising. The theoretical part first defines humour, distinguishes two basic types, i.e. language and content-based humour, and summarizes the theoretical knowledge of the influence of humour on key indicators of advertising effectiveness. Then it concentrates on Czech language and its elements that allow advertisers to create and modify commercial messages so that the advertising achieves desired goals. Specific elements of language humour are then presented on the examples of Czech advertisements, which forms a prelude to the research itself. The practical part of the work is a research of the usage of language humour in advertising carried out by the form of descriptive analysis. Commercials in the banking sector were chosen as a research sample. For the purposes of the research, ten categories of language comic elements were created, into which the individual elements were divided and examined. Research shows that the spectrum of language comic elements is wide, however, most of the commercials fall into the category of wordplay based on the double meaning of words. In most of the presented commercials, language comic elements have a rather secondary role, when they complete the dialogues of the characters and support the...
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Ethical elements in advertising
Stieberová, Šárka ; Drozen, František (advisor) ; Šípek, Ladislav (referee)
The diploma paper is concerned with the occurrence of ethic issues in advertising. The aim of the paper is to find out whether morality or immorality of the adverting is perceived. After all, the advertising has become a part of our lives. It appeals to our senses and influences human behaviour. Thus, the advertising needs to be monitored. It may seem that the advertising is a category on its own. There are no restrictions applied in the advertising. Every advertising agency has an opportunity to create any kind of advertising. However, this is not true. Some efforts are made through the Council for Radio and Television Broadcasting and the Council for Advertising. Moreover, the Code of Advertising Practice was created and it should ensure the morality of the advertising in the Czech Republic. The morality, nevertheless, cannot be guaranteed so easily. Ethics is a broad term which can have different meanings for anyone.
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