The purpose of this study is to examine how Åhléns challenge existing gender norms and stereotypes in their campaign Bryt klädmaktsordningen. The study also wish to highlight the reactions that the campaign has received on Åhléns Facebook-page. The theoretical starting point is based on theories concerning representation and stereotypes and specifically how these theories can be seen in the context of advertising campaigns. The concepts of norms and norms criticism has been established and the concept of sex and gender has been discussed within the theoretical framework. Theories of semiotics has also been presented to provide a basis to the two qualitative methods in the study. First, a semiotic picture analysis is used to analyze the visual elements of the material. Then, a thematic text analysis is used to analyze the textual material consisted of comments from the Facebook-page. The result of the semiotic analysis shows that Åhléns challenge gender norms and stereotypes by presenting women and men in contrary to what is expected of them. A part of the result that was found a bit surprising is that the analysis also shows that the presentation is not entirely equitable between the men and women. The result of the thematic text analysis is first categorised into five different themes: “shouts of encouragement”, “keep politics away!”, “threats of boycott”, “great, but…” and “campaign defender”. The result shows that the reactions largely stands for or against Åhléns, this campaign or norm critical advertising. A surprising result was those who both praised and condemned Åhléns or campaign in the same comment. Based on the result, the conclusion is that Åhléns can participate and highlight social problems through their marketing communication and that they have done so by challenging the previling norms in the camaign. The fact that Åhléns has chosen to take a stand on gender norms through this campaign also shows that a norm critical advertising campaign can lead to a community discussion regarding prevailing gender norms.

No description available.

The thesis is focused on creating an advertising campaign for a figure skating club Plzeň. The work is divided into two parts - theoretical part and a practical part. The theoretical part of the thesis defines the basic terms and defines the building of advertising campaigns. The practical part on the knowledge gained from the theoretical part describes in detail the process of planning an advertising campaign. On this basis, the campaign is implemented and the results are then evaluated. The last part of the thesis gives suggestions for improvement campaign in the future.

This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.

This diploma thesis focuses on selected advertising campaigns (published during the academic year 2015/2016) by the universities in the Czech Republic with the highest impact. The goal of this thesis is to present the new ways of communication in digital marketing and to evaluate aforementioned campaigns based on usual principles of promotion among public and educational facilities in the Czech Republic. In order to understand the background the situational analysis and monitoring of current trends within the online advertisement were used. The main contribution is a set of recommendations that could be useful for any educational facility.

My master's thesis goes in for new term neuromarketing and its specific application in a quality marketing research. In a theoretical part I will present terms like marketing, marketing research and neuromarketing. In an application part I will introduce a company Vodafone, whose campaign will be analyze from many views. Firstly I will analyze an advertising campaign with a help of its emotional and rational value and I will show all the elements which catch our attention. Then I will provide a questionnaire survey. And I will compare its results with eye tracking survey from Millward Brown agency. This agency carries out neuromarketing research in the Czech Republic.

his thesis deals with the supply and demand and the impact of advertising on these two microeconomic variables. The work is focused on describing the operation of supply and demand from marketing point of view and not from a microeconomic perspective. In the theoretical part of this work to explain the essence of marketing and advertising, that can well influence the need and demand for goods and services. I'm also concerned with marketing mix and communication mix, which is the theoretical basis for the establishment of marketing activities to promote services and products. The theoretical outline the development of communication campaigns, as each campaign must be properly planned so as to be successful. The aim of this thesis is to examine the functioning of supply and demand, and assess the impact of advertising on supply and demand. This issue in a practical example of the real estate agents Dachi,Ltd., based in Olomouc. Practically make a quantitative marketing research methods and hypotheses are tested using a test of goodness of fit chi-square.

Under det senaste årtiondet har djurrättsintresset i världen ökat markant. Samtidigt blir marknadsföring mer och mer viktigt i en allt mer digitaliserad värld, så hur marknadsför sig egentligen en djurrättsorganisation?  Syftet med föreliggande studie är att se hur en djurrättskampanj skulle kunna se ut generellt, genom att göra en visuell innehållsanalys på 20 utvalda reklamkampanjer för djurrättsorganisationer. För var reklamkampanj analyserades sex stycken reklamenheter. Resultatet presenterades sedan i form av tabeller och diagram, men även genom en egenskapad generisk reklamkampanj.   För att validera att den egenskapade reklamkampanjen uppfattas som generell användes en fokusgrupp där de olika enheternas generalitet diskuterades. Utefter detta justerades utformningen av bildspråket.  Undersökningen visade att det finns en del olikheter mellan olika djurrättsorganisationers reklamkampanjer, men även gemensamma nämnare kunde hittas. / During the last decade the interests in animal rights have increased significant. Meanwhile advertising becomes more and more important in a digitized world, so how do animal right organizations advertise themselves?  The purpose of this study is to look further into how a general animal rights campaign could be modeled, by implementing a visual content analysis on 20 selected advertising campaigns of animal right organizations. For each advertising campaign were six different advertising units analyzed. The result was later presented in table and diagram form, but also through a self-made generic advertising campaign.   To validate that the self-made advertising campaign is perceived as a generic one, we used focus groups where the generality of the different units was discussed. Out of this the modelling of the imagery was adjusted.  The study showed that there are some differences between the different animal right organization campaigns, but it also showed that common denominators can be found.

The aim for this study is to research Oatlys advertising campaign Help Dad from the perspective of how their values concerning sustainability are shown through the campaign. Based on the findings and result of the analysis, a discussion is held on if and how Oatly create discussions within society. The empirical material for the study is the Help Dad campaign which consists of four television commercials and an editorial piece from The Guardian. To examine the material, the critical discourse analysis along with the multimodal critical discourse analysis is applied. Interdiscursivity, theories in framing, semiotic theories and concepts in brand communications are used to understand Oatlys campaign, to deepen the discussion on how they market their values. The results show that Oatly equip a type of woke branding and even some “woke-washing” aimed to make a statement and seemingly influence young people to discuss sustainability with their parents. Parents are portrayed as unaware of social and political struggles in the world, while youths are portrayed as clever and strong. Oatly uses different techniques to build a loyal and friendly relationship to their young audience, while trying to convince them to take on more power within their family. They also send a strong message which shows their negative views on dairy products, by comparing drinking milk to alcohol abuse. Lastly Help Dad is criticized for capitalizing on difficult issues and because of the polarizing rhetoric used throughout the campaign. Even though the campaign has gotten a lot of negative reactions, Oatly won a prestigious marketing prize for the commercials. Since this campaign can be seen as polarizing and capitalizing on vulnerable groups, it sets a tone that doesn’t seem like the direction marketing should strive for.

This diploma thesis discusses modern myths that appear in the selected audiovisual commercials. The commercials are part of the advertising campaign for a Galaxy Note 3 device produced by Samsung Company. The campaign was launched in the fall of 2013 and continued through the spring 2014. As Samsung is also one of the official partners of the Winter Olympic Games in Sochi, some of the analyzed content is dedicated to the relationship between the two. Semiotics and marketing communication provide a broad theoretical framework for the later semiotic analysis. The chapter on semiotics discusses the modern perspective on the sign theory, offering Ferdinand de Saussure's and Charles Sanders Peirce's points of view. The main focus of the thesis is, however, on the process of the so-called secondary signification and modern myths creation introduced by Roland Barthes in his Mythologies. The marketing communication chapter then introduces several theoretical starting points in the field, various marketing models, and the communication mix with the focus on advertising, its components and potential psychological effects. In the final part, selected commercials are introduced along with the plot description and a semiotic analysis of the environment, characters, individual elements, images, colors and the...