本研究是探究 「品牌名稱所使用的語言」、「品牌名稱的發音」、「廣告標題 所使用的語言」、「廣告訴求」與「代言人的外型」以上的五項文化面向的相關 要素、符碼對廣告所呈現的「全球消費者文化定位」、「外國消費者文化定位」 與「本國消費者文化定位」之品牌的消費者文化定位造成的影響。 本研究以「內容分析法」分析台灣四本女性時尚雜誌—VOGUE 國際中文版、 VIVI 唯妳時尚國際中文版、MINA 時尚國際中文版及CHOC GIRLS 恰女生中 273 篇化妝品廣告。 本研究發現台灣女性時尚雜誌中化妝品廣告，多使用「全球消費者文化定 位與外國消費者文化定位」作為其品牌的定位策略。 並獲得以下結論： 一、相較於使用中文，若在廣告中使用外國語言作為廣告標題，對判定外國消 費者文化定位有負面的效果。 二、相較於硬性銷售訴求，若在廣告中使用軟性銷售訴求，對判定全球消費者 文化有負面的效果、外國消費者文化定位有正面的效果。 三、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對 判定當地消費者文化定位有負面的效果、對外國消費者文化定位有著正面的效 果。 四、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對 判定全球消費者文化定位與外國消費者文化定位有著正面的效果，更甚於當地 消費者文化定位。 / This thesis conducts a research of five cultural orientation related elements, or signs—the language used for brand name, the pronunciation of brand name, the language used for advertising title, advertising appeal of either hard-sell or soft-sell for brand positioning, and appearance of spokesperson(s) how to affect the Consumer Cultural Positioning (CCP) of ads. This thesis coducts a content analysis of 273 cosmetics advertisments from four Taiwan women's fashion magazines—VOGUE TAIWAN, VIVI, MINA, and CHOC GIRLS. The thesis finds "Global Consumer Cultural Positioning (GCCP) and Foreign Consumer Cultural Positioning (FCCP)" are used more frequently than Local Consumer Cultural Positioning (LCCP) as the brand positioning strategy in the cosmetics advertisements from Taiwan women's fashion magazines. And, the major conclusions are as following: 1. Compared to using Chinese language, using foreign language as advertising title in an ad has the negative effect to FCCP. 2. Compared to using the hard-sell appeal, using the soft-sell appeal for brand positioning in an ad has the negative effect to GCCP, and the positive effect to FCCP. 3. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the negative effect to LCCP, and the positive effect to FCCP. 4. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the positive effect to GCCP and FCCP than LCCP.

Diploma thesis deals with children as a specific target group influencing adults decisions. The theoretical part defines terms related to children as consumers and commercialization of their childhood, advertisment and the typical media, which have a negative impact on children. The penultimate charter is devoted to the situation in the United States of America, where children are considered to be the biggest consumers. The practical part will be realized by own research among children and parents in order to determine an approximate situation in the Czech Republic. A part of empirical part will also be a comparison of Czech and American results.

The diploma thesis consists of creating marketing strategy for a new e-commerce. Then diploma thesis specifies conditions of foundation of e-commerce and describe single marketing instruments which leads to more efficient selling results of e-commerce.

The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.

The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.

I min kvalitativa studie har jag genom textanalyser, intervjuer och receptionsanalys undersökt hur kvinnor och män framställs i reklam. Genom att göra denna triangulering har jag kunnat belysa forskningsfrågorna från olika håll och därför fått en tydligare helhetsbild. Syftet med uppsatsen är att öka förståelsen för om och hur, kvinnor och män könsstereotypiseras i reklam, samt hur de resonerar kring detta. Jag har även i uppsatsen undersökt om det går att urskilja mönster eller teman i hur kvinnor och män resonerar om den som könsstereotypiserats är av motsatt kön. För att undersöka forskningsfrågorna tar uppsatsen avstamp i, anmälda reklamers bedömningar som gjorts av näringslivets självreglering gällande reklam och marknadskommunikation, Reklamombudsmannen och Reklamombudsmannens opinionsnämnd. Undersökningen visar att såväl kvinnor som män, är bra på att uppfatta könsstereotypisering och görandet av kön i reklam. En av de i uppsatsen utvalda reklamerna blev inte fälld av Reklamombudsmannens opinionsnämnd, men både jag och informanter kunde identifiera könsstereotyper och könsmarkörer i den. Samtliga informanter uttryckte sig uppfatta könsstereotyper gällande både kvinnor och män, i de för uppsatsen utvalda reklamerna. Analysen visar också att individen i sig, verkar ha större betydelse för hur och om informanterna resonerar kring könsstereotypisering, än deras fysiska kön. / In my qualitative study, I examined textual analyses, interviews and reception analysis of how women and men are portrayed in advertising. By doing this triangulation, I have been able to highlight the research questions from different angles and therefore gotten a clearer general picture. The purpose of the essay is to increase understanding of whether and how, women and men are gender stereotyped in advertising and how they reason about this. I have also examined whether it is possible to distinguish patterns or themes, in how women and men reason if the gender-stereotyped is of the opposite sex. In order to analyse the research questions, the essay takes off in the assessments of notified advertisings made by industry's self-regulation regarding advertising and marketing communications, Reklamombudsmannen and Reklamombudsmannens opinionsnämnd. The survey shows that both women and men are good at perceiving gender stereotyping and the making of gender, in advertising. One of the selected advertisements was not convicted by Reklamombudsmannens opinionsnämnd, but both me and informants could identify gender stereotypes and gender markers in it. All informants expressed themselves to perceive gender stereotypes regarding both women and men, in the, for the essay chosen, advertisements. The analysis also shows that the individual itself, seems to be more important for how and if the informants reason about gender stereotyping, than their sex.

In this Bachelor’s essay we discuss whether eWOM (electronic word-of-mouth) is perceived as advertisement or as normal information, which is not influenced by any company, on the platform Facebook. The information which we were interested in is the one spread by normal users, and user’s perception of it. To find our results we have conducted a study in which we have used the method interview, which gives qualitative results. Our chosen selection group contains young adults with ages spreading from 19 to 24, mainly because the group with ages between 16 to 24 is the group with most users according to “Statistiska centralbyrån” (2011). Our result points towards that users perceive a dichotomy between Facebook’s advertising and information spread by other users. The factor of interest (of the users) is according to our findings important to get a potential customer interested in a product. The other factor which makes opinions more trustworthy is the relationship one has with the source of the information. The closer the friend, the more trustworthy the information is pursuant to our results. What this could mean in the future of marketing is hard to predict but our results and earlier research could point towards new marketing strategies for companies.

This diploma thesis is focused on creating a business plan for the new project of BTU Centre od Sports Activities. It analyzes the current situation from the view of internal ana external environment. It contains proposal for the realization of the project "Sport for firms and companies" mainly focused on costs and marketing strategy.

KROBOVÁ, K. (2012). Public space, its social parameters and not only pictorial dimensions. Praha: Charles University, Faculty of Education, Art department, 122 pages. (Attachment: set of photography and object-totem) This thesis is corcerned with public space in its dimensions of visual, architectonic, pictorial, social and psychological. How does the space impact us and how do we influence it. This kinds of view are hold out with people in age of adolescent. I follow up with my bachelor work which was concerned with this age group in course of study in subculture graffiti and street art which I use now for examples and possible influnces on graphic design and illustration. I continue with refilling questionnaire and didactics project, partly practically maked in practice, after theory. This work is topped up with documentary of pictures in public space, object of my own and ritual in space like this. Key words: PUBLIC SPACE, COMUNICATION, CREATOR, SUBCULTURES, VIZUALITY, CONTEXT, ADVERTISMENT, GRAFFITI, STREET ART, ART, CULTURE, ART EDUCATION

As there are more than 1.4 billion smartphones sold every year in the world and around four million smartphones in Sweden. In recent years there has been a growing concern to move from a linear economic system to a circular economic system. Smartphones and other electronic equipment stand for the largest growing waste streams in the European Union. The rising prices of raw materials used in smartphone manufacturing over the last decades, along with the fact that these minerals are being mined in conflict stricken areas and the growing environmental awareness among people makes the refurbished smartphone’s market very current. Thus, it is of great interest to investigate consumer behaviour linked to refurbished smartphones as it is still in its early stages. As such, many of the barriers identified in this thesis can be linked to the communication of refurbished smartphones. The purpose of this thesis is to get a deeper understanding of how companies can communicate to break the barriers that exists for the consumer acceptance of refurbished smartphones in the Swedish market. Earlier studies have also focused on refurbishment as a concept rather than the consumer’s responses towards it. The study will be conducted in Sweden which has not been done previously. Therefore, our study will contribute to a deeper understanding of the consumer behaviour in the refurbished smartphone market in Sweden and thus aid companies in their communication of refurbished smartphones. To fulfil the purpose, a qualitative study has been conducted through semi-structured interviews. The sample groups were environmental enthusiasts, technology experts, refurbished product buyers, second hand buyers and companies. From the interviews five themes were derived: initial response, benefits, risks, barriers and communication. The findings and conclusions of the thesis are derived from the themes and subthemes that were created. There are many barriers and risks that make people avoid purchasing refurbished smartphones. The findings suggest that the consumers’ initial response are generally very positive and many consumers would consider a refurbished smartphone as their next smartphone purchase. Another finding is that a lack of knowledge about refurbishment lead to doubts about refurbished smartphones. The barriers found were lack of awareness, lack of thrill of newness, naming of refurbished products and lack of knowledge. The largest barrier, was lack of awareness. A solution to resolve this barrier could be to communicate the refurbishment process. A major finding was that that the environmental aspects were a vital purchase criteria for the consumers, however, not the most vital aspect. Moreover, societal benefits were raised regarding refurbished products in terms of benefitting the entire society. The biggest risk detected in the study was the performance, risk as the consumer may believe that the smartphone will be in a poor condition even though it has been refurbished. A big risk was the financial risk in terms of the substantial price for a refurbished smartphone. To reduce this the companies could adapt to the market standard and sell their refurbished smartphones in package deals. Our findings suggest that price should be communicated in combination with warranty and also environmental aspects, however, the environmental aspect is often abstract. The companies should consider using branding more to communicate these messages. Word of mouth was seen to be important and companies should utilise customer reviews more. In terms of emotional and rational appeals both should be used, however, what appeal that the companies should focus on emphasise on is not obvious.