Hoje, a literatura é bastante limitada no que se refere a estudos sobre a influência da mídia no consumo de alimentos, especialmente se pretendemos articular cultura e saúde. Neste estudo, buscamos compreender a prática discursiva presente na publicidade televisiva de um refrigerante a partir do olhar de diversos segmentos da sociedade. Trata-se de um estudo exploratório, que parte de um filme publicitário de um refrigerante muito consumido. Realizamos dez grupos focais envolvendo profissionais e estudantes do campo da Nutrição e da Comunicação e prestadores de serviços de limpeza de uma universidade, num total de 74 participantes. Entre os temas que surgiram a partir da análise do material oriundo dos grupos focais e tomando por referência teórica autores como Bourdieu, Bauman e Ayres, destacamos a recontextualização e a fragmentação da vida humana e, em seu interior, da alimentação dita saudável na prática discursiva publicitária, neste momento em que, no Brasil, a prevalência de obesidade e de outras doenças crônico-degenerativas a ela associada encontra-se em elevação e onde há movimentos na sociedade militando pela regulamentação da publicidade de alimentos industrializados. Parece-nos que, ao reduzir o ser humano à condição de consumidor tentando levá-lo para o mundo idealizado dos sonhos, colocam-se os objetivos de aumento de vendas e de lucros acima daqueles relativos à promoção de saúde, à boa alimentação e ao bem viver. A indústria de alimentos juntamente com as agências de publicidade operam fenômenos inerentes a esse modelo de financiamento da televisão através da publicidade que reforçam perspectivas fragmentárias, recontextualizadas e conflituosas de pensar a saúde, a alimentação e a vida. Não contribuem, ou mesmo, dificultam a construção de projetos de felicidade num mundo mais justo e humano. / Nowadays the literature is really limited regarding to studies about the influence of press in food consumption, especially if we intend to articulate culture and health. In this study, we want to understand the discursive practice present on a soft drink TV publicity, taking the point of view of several segments in society. It is about an exploratory study, which is part of a publicity movie of a very consumed soft drink. We made ten focal groups involving professionals and students of Nutrition and Communication fields and also cleaning services suppliers from a university, totalizing 74 participants. Among the themes that came up from a material analysis of the focal groups and taking by theoretical reference authors like Bourdieu, Bauman and Ayres, we highlight the recontextualization and fragmentation of human life and, in its interior, of the said healthy feeding at the publicity discursive practice, at this moment that, in Brazil, the prevalence of obesity and other chronic-degenerative diseases related to it are growing and there are movements in society fighting for the publicity regulamentation of industrialized products. It seems to us that, restricting the human being down to the condition of consumer trying to take it to the industrialized world of dreams, placing the goal of sales increase and profit above those of health promotion, of good feeding and living the life. The food industry along with the publicity agencies perform some phenomena related to this model of TV financing through publicity, which reinforce fragmentary perspectives, recontextualized and conflicting about thinking about health, feeding and life. They do not contribute nor difficult the construction of projects of happiness in a more human and fair world.

Thesis submitted in fulfilment of the requirements for the degree Master of Technologae: Chemical Engineering in the Faculty of Engineering at the CAPE PENINSULA UNIVERSITY OF TECHNOLOGY 2014 / Most softdrink industries in developing countries are moving towards wastewater reuse or recycling. Water and wastewater reutilization, costs of treatment and disposal guidelines, remain the most critical factors for the development of sustainable water use for softdrink industries. Wastewater reuse or recycle has potential in the softdrink industry, depending on the wastewater characteristics’ concentration and volume. During this study, an integrated laboratory scale anaerobic/aerobic sidestream membrane bioreactor (MBR) system was used for treating softdrink industry wastewater (SDIW). The aim was to evaluate the system’s performance, and identify potential opportunities to recycle the water, and therefore reduce freshwater intake and minimise wastewater production. The objectives were to: evaluate: 1) treatment efficiencies for the individual stages; 2) biogas production in the anaerobic stage; and 3) the overall performance of the integrated system under different operating conditions. The SDIW used in this study was classified as medium to high strength wastewater with a total chemical oxygen demand (CODt) ranging between 2 242 and 11 717 mg/L and a biological oxygen demand (BOD) of up to 1 150 mg/L. The major pollutants in the SDIW were caustic soda; dissolved sugars, namely fructose (1 071 mg/L) and sucrose (6 900 mg/L); with the pH ranging between 6.1 and 12. The SDIW was characterized by total suspended solids (TSS) of 66 mg/L, as well as fats, oils and greases (FOG) of 40 mg/L. The maximum turbidity and colour was 65.3 NTU and 42 mg Pt/L, respectively. All the physiochemical properties and inorganic parameters were within the within the City of Cape Town’s (CCT’s) industrial wastewater quality discharge standards by-law (South Africa, 2006). Excluding the total dissolved solids (TDS) and electrical conductivity (EC) with maximum values were 1 050 mg/L and 1 483 μS/cm, respectively. Anaerobic pre-treatment of this SDIW was studied using a laboratory-scale expanded granular sludge bed (EGSB) reactor maintained at mesophilic temperature of between 35 to 37˚C. An organic loading rate (OLR), upflow velocity (Vup) and hydraulic retention time (HRT) of 10.9 kg COD/m3d, 0.85 m/h and ~11.8 h, respectively, resulting in COD treatment efficiencies of up to 93% CODt. An increase in nitrate (NO3-) in the EGSB product stream was an indication of an anaerobic ammonium (NH4+) oxidation (ANAMMOX) process. Anaerobic digestion (AD) of SDIW in the EGSB resulted in biogas production with methane (CH4), carbon dioxide (CO2), nitrogen (N2), and oxygen (O2), concentrations of up to 70%, 11%, 14.8%, and 4.1%, respectively. At the OLR and Vup of 10.9 kg COD/m3d and 0.85 m/h, respectively, the EGSB produced 16.7 L/d of biogas. The EGSB anaerobic pre-treatment resulted in stable treatment efficiencies for the removal of organic constituents, as well as biogas production without adding an external carbon source. The MBR post-treatment satisfactorily operated at a feed flowrate of up to 33.7 L/d, OLR of 2.3 and 3.1 kg COD/m3d for the anoxic and aerobic zones, respectively, and an HRT of approximately 0.41 h for both zones. The average CODt removal achieved was 86%. The dissolved oxygen (DO) concentration of 2.1 mg/L in the anoxic zone combined with an aeration rate and DO concentration of 11.8 L/min and 5.7 mg/L, in the aerobic zone resulted in NH4+; NO3-; and orthophosphate (PO43-), removal rates up to 90%; 55% and 39%, respectively. However, the MBR post-treatment did not decrease the orthophosphate concentration to within the SANS 241:2011 drinking water standards. The integrated EGSB-MBR treatment for SDIW was able to achieve an overall CODt removal efficiency of up to 94%. Although the MBR performance was successful the EC, TDS, PO43-, and colour concentrations in the ultrafiltration (UF) permeate did not meet the CCT’s industrial wastewater standards by-law (2006) as well as the SANS’ drinking water standards 241:2011 and required further treatment for reuse.

Hoje, a literatura é bastante limitada no que se refere a estudos sobre a influência da mídia no consumo de alimentos, especialmente se pretendemos articular cultura e saúde. Neste estudo, buscamos compreender a prática discursiva presente na publicidade televisiva de um refrigerante a partir do olhar de diversos segmentos da sociedade. Trata-se de um estudo exploratório, que parte de um filme publicitário de um refrigerante muito consumido. Realizamos dez grupos focais envolvendo profissionais e estudantes do campo da Nutrição e da Comunicação e prestadores de serviços de limpeza de uma universidade, num total de 74 participantes. Entre os temas que surgiram a partir da análise do material oriundo dos grupos focais e tomando por referência teórica autores como Bourdieu, Bauman e Ayres, destacamos a recontextualização e a fragmentação da vida humana e, em seu interior, da alimentação dita saudável na prática discursiva publicitária, neste momento em que, no Brasil, a prevalência de obesidade e de outras doenças crônico-degenerativas a ela associada encontra-se em elevação e onde há movimentos na sociedade militando pela regulamentação da publicidade de alimentos industrializados. Parece-nos que, ao reduzir o ser humano à condição de consumidor tentando levá-lo para o mundo idealizado dos sonhos, colocam-se os objetivos de aumento de vendas e de lucros acima daqueles relativos à promoção de saúde, à boa alimentação e ao bem viver. A indústria de alimentos juntamente com as agências de publicidade operam fenômenos inerentes a esse modelo de financiamento da televisão através da publicidade que reforçam perspectivas fragmentárias, recontextualizadas e conflituosas de pensar a saúde, a alimentação e a vida. Não contribuem, ou mesmo, dificultam a construção de projetos de felicidade num mundo mais justo e humano. / Nowadays the literature is really limited regarding to studies about the influence of press in food consumption, especially if we intend to articulate culture and health. In this study, we want to understand the discursive practice present on a soft drink TV publicity, taking the point of view of several segments in society. It is about an exploratory study, which is part of a publicity movie of a very consumed soft drink. We made ten focal groups involving professionals and students of Nutrition and Communication fields and also cleaning services suppliers from a university, totalizing 74 participants. Among the themes that came up from a material analysis of the focal groups and taking by theoretical reference authors like Bourdieu, Bauman and Ayres, we highlight the recontextualization and fragmentation of human life and, in its interior, of the said healthy feeding at the publicity discursive practice, at this moment that, in Brazil, the prevalence of obesity and other chronic-degenerative diseases related to it are growing and there are movements in society fighting for the publicity regulamentation of industrialized products. It seems to us that, restricting the human being down to the condition of consumer trying to take it to the industrialized world of dreams, placing the goal of sales increase and profit above those of health promotion, of good feeding and living the life. The food industry along with the publicity agencies perform some phenomena related to this model of TV financing through publicity, which reinforce fragmentary perspectives, recontextualized and conflicting about thinking about health, feeding and life. They do not contribute nor difficult the construction of projects of happiness in a more human and fair world.

Orientadores: Paulo Morelato França, Reinaldo Morabitto / Tese (doutorado) - Universidade Estadual de Campinas, Faculdade de Engenharia Eletrica e de Computação / Made available in DSpace on 2018-08-04T23:59:46Z (GMT). No. of bitstreams: 1 Toledo_ClaudioFabianoMotta_D.pdf: 532543 bytes, checksum: 33c0f918069ba02db9d2c88f055bcbd2 (MD5) Previous issue date: 2005 / Resumo: A presente tese de doutorado apresenta, modela matematicamente e soluciona úm problema multinível de dimensionamento de lotes e programação da produção em um ambiente industrial com máquinas paralelas que apresentam restrições de capacidade, custos e tempos de preparo dependentes da seqüência. O problema é motivado pela realidade encontrada em um setor industrial, em particular o de fabricação e engarrafamento de bebidas. Nesse tipo de indústria a produção envolve dois níveis interdependentes com decisões relativas à armazenagem das matérias-primas e ao engarrafamento das bebidas. As diversas matérias-primas são armazenadas em tanques de onde escoam para as linhas de engarrafamento. O desafio é determinar simultaneamente o dimensionamento e a programação das matérias-primas nos tanques e o envasamento de bebidas nas linhas, onde tempos e custos de trocas dependem do tipo de item previamente armazenado e envasado. O objetivo não foi apenas fornecer uma solução para o problema industrial, mas também estabelecer e solucionar o problema do ponto de vista acadêmico. Um modelo matemático inteiro-misto é proposto com diversas restrições combinadas que até então costumavam ser tratadas separadamente pela literatura. Inicialmente o modelo foi solucionado por meio do pacote GAMS/Cplex. A não existência de testes com modelos similares nos obrigou a criar um conjunto de instâncias para avaliar o modelo e as técnicas de solução desenvolvidas. A solução exata foi viável apenas em instâncias de pequena dimensão devido à complexidade do problema em estudo. Meta-heurísticas foram então propostas e se revelaram como uma alternativa para solucionar instâncias de média e grande dimensão. Os métodos foram capazes de fornecer soluções dentro de um tempo computacional razoável / Abstract: The present thesis establishes and solves a multi-Ievellot sizing and scheduling problem with parallel machines and sequence-dependent setup cost and time. The problem was motivated by a real situation found in some industrial settings mainly the soft drink industry. In this kind of industry, the production involves two interdependent levels with decisions about raw material storage and soft drink bottling. The several raw materiaIs are stored in tanks from which they ow to the bottling lines. The challenge is to determine simultaneously the lot sizing and scheduling of raw material in tanks and also in the bottling lines, where setup costs and time depend on the previous items stored and bottled. The objective is not only to provide an industrial problem solution, but also to establish and solve the problem by an academic point of view. Initially, a mathematical model is proposed with several combined constrains that use to be handled apart in the literature. This complex model was solved by the GAMS/Cplex software. The lack of similar models led us to create a set of instances to evaluate the model and the solution techniques developed. The exact model solution was possible only for small-sized instances because of the problem complexity. Therefore, meta-heuristics have been proposed and revealed as the only alternative to solve large instances. These methods have been able to provi de solutions with good quality in a reasonable computational time / Doutorado / Automação / Doutor em Engenharia Elétrica

Orientador: Jose de Assis Fonseca Faria / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia de Alimentos / Made available in DSpace on 2018-08-13T13:14:41Z (GMT). No. of bitstreams: 1 Silva_MarinaCostada_M.pdf: 3345030 bytes, checksum: e6bf10ea5513c154e9e48eb649851bff (MD5) Previous issue date: 2009 / Resumo: A agua de coco verde (Cocus nucifera L.) e bem conhecida por suas propriedades nutritivas, hidratantes e de baixos teores de gordura. Outra bebida com grande participacao no mercado de bebidas no Brasil e o refrigerante, bebida contendo dioxido de carbono (CO2) na sua formulacao. A adicao de CO2 proporciona maior vida e refrescancia para a bebida, alem de contribuir para uma alimentacao mais segura, inibindo o desenvolvimento de microrganismos aerobios. O objetivo deste estudo foi o desenvolvimento de uma bebida carbonatada a base de agua de coco verde e avaliacao do processo de carbonatacao dessa bebida. Diferentes formulacoes foram avaliadas sensorialmente, fixando-se inicialmente o pH em 4,4 e variando-se o volume de carbonatacao e o valor de solidos soluveis (0Brix). A bebida formulada foi clarificada, pasteurizada (90 °C/30s), resfriada, carbonatada e envasada em garrafas de polietileno tereftalato (PET) e armazenadas a temperatura ambiente. Para o processo de clarificacao e carbonatacao, avaliou-se diferentes tipos filtros e de carbonatadores. A bebida carbonatada foi avaliada atraves de analises fisico-quimica, microbiologica e sensorial pos processo e durante a estocagem. Quando a agua de coco carbonatada possuia volume de carbonatacao entre 4,1 a 4,3, 60% dos consumidores consideraram a quantidade de solidos soluveis de 8,2 como ideal de docura e 38,87% preferiram 7,2 oBrix. O processo de carbonatacao criou um ambiente seletivo para microrganismos na agua de coco carbonatada. O baixo pH e o ambiente de baixa tensao de oxigenio favoreceu o crescimento de leveduras e bacterias lacticas. Os resultados desta pesquisa sugeriram que o oxigenio atua fortemente sobre as alteracoes na cor da agua de coco in natura, pasteurizada e carbonatada, e em alguns casos aparecendo cor ligeiramente rosada e/ou marrom / Abstract: The coconut water (Cocus nucifera L.) is well known for its nutritional properties, high hydrating power and low fat levels. Another beverage with great participation in soft drinks market is the carbonated soft drinks, which is a traditional drink containing carbon dioxide (CO2) in its formulation. The addition of CO2 provides more life and greater refreshing to the beverage, besides contributing to a safer food, and inhibiting the development of aerobic microorganisms. The objective of this study was the development of a soft drink based on coconut water and the evaluation of process for the carbonation of coconut water and its shelf life study. Different formulations were sensory evaluated. The coconut water was standardized to pH 4,4 and settled the range of volume carbonation and soluble solids. The drink formulated was clarified, pasteurized (90°C/30s), cooled, carbonated and bottled in plastic bottles (PET) and stored at room temperature. Before heat processing clarification filters were tested and after this two carbonation equipments were tested and evaluated. The shelf life was followed by physicalchemical, microbiological and sensorial analysis. When the formulation of coconut water presented carbonation between 4.1 to 4.3, 60% of consumers considered the amount of soluble solids of 8.2 oBrix as ideal for sweetness but 38.87% preferred 7.2. The process of carbonation created a selective environment for microorganisms. Also the low pH and the environment of low oxygen tension favored the growth of yeasts and lactic bacteria. The growth of lactic acid bacteria in coconut water was favored by the nutrient-rich medium such as amino nitrogen. It was observed that oxygen acted strongly on the appearance of coconut water, both in nature, pasteurized, and carbonated, forming pink or brown colors / Mestrado / Mestre em Tecnologia de Alimentos

La consommation de boissons froides et l’utilisation de menthol par voie orale sont des moyens efficaces pour lutter contre des effets néfastes du climat chaud /humide sur la performance aérobie. Les buts de cette thèse étaient 1) de déterminer l’efficacité des effets cumulatifs de l’eau froide et du menthol sur la performance aérobie et 2) d'identifier la capacité de renforcer la performance par la combinaison du précooling interne et du percooling interne en environnement tropical. Les expérimentations étaient des exercices de contre-la-montre, en laboratoire ou en extérieur, dans lesquelles les sujets ont bu des boissons (i. E. , eau neutre, eau froide ou glace pilée) avec ou sans menthol. Les principaux résultats mettent en évidence que l'ingestion d'une boisson au menthol augmente la performanceet cette augmentation s’accentue en diminuant la température du liquide ingéré (étude 1). Cette glace pilée mentholée semble mieux conserver, en conditions écologiques, la capacité d’amélioration de la performance observée en laboratoire (étude 2). Une fois que la glace pilée mentholée est prise au cours de l’effort, l’adjonction pré-exercice d’un refroidissement par boisson froide devient inutile pour accroître davantage la performance (étude 3). Enfin, une boisson froide au menthol permet de limiter le stress psycho-physiologique durant l’exercice (étude 1 et 2). L’ingestion d’eau froide/mentholée ou de glace pilée/mentholée pendant l’exercice semble être une stratégie efficace pour améliorer la performance aérobie et peut être recommandée pour les athlètes lors de compétitions sportives sous climat chaud (sec ou humide). / Cold drink consumption and the use of menthol by mouth are effective ways to fight against harmful effects of hot and humid climate on aerobic performance. The aims of this thesis were 1) to determine the effectiveness of the cumulative effects of the cold water and the menthol on aerobic performance and 2) to identify the ability to enhance performance by combining internal precooling and internal percooling in a tropical environment. The experiments were time trial, in a laboratory or outdoors, in which subjects absorbed beverages (i.e., neutral water, cold water, ice-slurry) with or without menthol. The main results show that the ingestion of beverage/menthol increases exercise performance and this increase is accentuated while decreasing the temperature of ingested beverage (Study 1). The ice-slurry/menthol seems to be better in preserving, in ecological conditions, observed improvement of exercise performance in the laboratory (Study 2). When ice-slurry/menthol is absorbed in the effort, the precooling by adding cold drink becomes unnecessary to further increase the performance (Study 3). Finally, a cold beverage/menthol limits psychological and physiological stress during exercise (Study 1 and 2).The ingestion of cold water/menthol or ice-slurry/menthol during exercise appears to be an effective strategy to improve aerobic performance and is recommended for athletes in sports competitions in a hot climate (dry or wet).

Africa is acknowledged as a vast, untapped market for consumer goods as trade barriers are coming down and economies are starting to develop. The need for consumer goods arises with economic activity. This poses the following question, which will be addressed by this research: How can potential African consumer markets be successfully unlocked by a South African beverage organisation, thereby reducing risk of failure and eliminating the cost of a hit-and-miss approach? The secondary study focused on evaluating the aspects involved with risks and the modes of entry into foreign markets. The macro-environmental factors affecting the expansion into foreign markets were investigated to determine what influence they had on the entry mode chosen for a specific country targeted for expansion. Finally the marketing factors influencing the entry mode were analysed. The significance of trade blocs together with the advantages thereof was included in the study. The primary study was based on the theory and principles of existing literature. The Coca-Cola Sabco organisation was taken as a case study. Four countries, namely Kenya, Uganda, Mozambique and Namibia, were investigated. Questionnaires containing a set of questions to satisfy the sub-problems were sent to the various country managers and their first layers of management. Likewise, interviews were conducted with Coca-Cola Sabco head office strategic management. The empirical results obtained, indicated a strong concurrence, with the theory of entry modes and the influences of macro-environmental factors. In certain aspects, however, some contradictions with the theory pertaining to the Coca-Cola Sabco organisation, were observed. The findings concurred with the theory in that risk were minimised by the acquisition of a going concern that already possessed the infrastructure and logistics such as raw material procurement, manufacturing staff skills, distribution networks and political contacts. The empirical results contradict theory with respect to location economies and scale economies, as the Coca-Cola Company’s franchise agreement excludes the exporting of beverage products. Furthermore, Coca-Cola Sabco becomes involved in expansion initiatives only in reaction to an invitation from the Coca-Cola Company and not of its own desire. Therefore, market surveys are conducted subsequent to an invitation from the Coca-Cola Company. South African organisations planning expansion initiatives into emerging African markets need to take the specific macro- environmental factors of the country in question into consideration in order to minimise risk. A franchise agreement restricting exporting as in the case of Coco-Cola Company or any other restrictive agreement, might cause a deviation from contemporary theory, for example, where markets will be assessed for purposes of location and scale economies. Deviations from contemporary theory could also occur where a franchise opportunity is offered in a specific country that may not be the preferred market choice, due to its lack of growth potential.

Increasing competition within the non-alcoholic, ready to drink market (NARTD) in South Africa has intensified the need for soft drink producers to identify ways in which to enhance their competitiveness. One of the most important challenges for organisations operating in this industry is to produce quality products while meeting the needs of customers, at the lowest possible cost. While a number of competitors may rely on various competitive strategies such as lower priced products, it could become increasingly challenging for others to adopt similar approaches without comprising on the quality of their products. In order to remain competitive, organisations may be required to shift their focus onto their employees as a source of competitive advantage. Research has shown that employees provide organisations with sustainable competitive advantage, more specifically, it has shown that engaged employees outperform disengaged employees. The differentiating factor for organisations in the pursuit of competitive advantage would therefore be an engaged workforce. The primary research objective of this study was to investigate employees’ perceptions of engagement within the logistics function at Coca-Cola Fortune Port Elizabeth, as well as its impact on critical success factors. A theoretical overview was conducted to appraise various definitions, engagement models, factors influencing engagement and the impact of engagement on critical success factors. The research highlighted a number of common themes of engagement which includes a reciprocal relationship between the organisation and employees, enthusiasm, involvement and motivation. This research revealed that engaged employees make positive contributions to key business outcomes such as financial performance, productivity and customer satisfaction.An empirical study was conducted by means of a survey with a questionnaire as data collecting tool. The purpose of the structured questionnaire was to validate the findings obtained from the theoretical overview and to assess employees’ perceptions of engagement, engagement factors and the impact of engagement on critical success factors. A sample comprising 112 employees was identified by means of a stratified sampling technique. A 93 per cent response rate was obtained. The key findings of the study indicated that management and employee perceptions of engagement were comparable. It also indicated that corporate communication, employee involvement strategies, relationships with management and HR policies and procedures did influence employee engagement. Furthermore, the study validated the existence of a strong positive relationship between customer satisfaction, employee attendance and productivity – as was found between employee engagement and business success at CCF. The theoretical overview in conjunction with the empirical findings yielded a hypothesised model of employee engagement as presented in Chapter One. This model could provide direction in the organisation’s attempt to improve engagement levels and ultimately in the pursuit of competitive advantage.

'Reconceptualising the Birth Process in Eighteenth-Century England' employs a broad range of historical sources to construct a richly detailed account of childbirth. By examining women's life-writings, manuscript recipe books, medical texts, court records, collections of folklore, Anglican prayerbooks and material culture this thesis moves away from an historiographical focus on the delivery of the infant to explore the embodied experience of 'giving birth' in the eighteenth-century from the perspective of the labouring woman, her family and the friends and neighbours that visited her. Birth, it is argued, was a process of four distinct phases that lasted between four and six weeks in total. These phases - confinement, labour, delivery and lying-in - were flexible, highly adaptable and indispensable components of 'giving birth'. In exploring birth as a process, this thesis challenges the dominant historiography of the rapid professionalisation of childbirth during the eighteenth century by tracing high levels of continuity in community practices of childbirth management. By broadening the focus of research to include each phase of the birth process this thesis highlights the wide range of cultural, social and emotional behaviours that constituted the embodied experience of giving birth. In reconceptualising childbirth as a process, the thesis refocuses attention on the woman giving birth and the rich networks of friends, family and neighbours that were so crucial to the management of birth in eighteenth-century England.

In my thesis I focused on the analysis of communication strategy of Red Bull Czech Republic, specifically on advertising, communication at the point of sale, public relations and media communications, opinion leaders program, event marketing and digital communications. I started from global communication strategy represented by Red Bull Media House and I have examined, how this strategy is implemented at local level. For this analysis, it was also necessary to analyze market of energy drinks in the Czech Republic, as it stands under the category of soft drinks and what position takes Red Bull. Based on these analyzes, I evaluated pros, cons and suggested possible improvements.