The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.

No description available.

Internal rhetoric describes how individuals engage in self-persuasion. Jean Nienkamp developed a theory of internal rhetoric by drawing on both the rhetorical tradition and the field of psychology. I build on Nienkamp's work by arguing that the Christian meditative practice outlined by Joseph Hall in The Arte of Divine Meditation (1607) and Edmund Calamy in The Art of Divine Meditation (1634) provides a theoretical and practical framework for performing a particular kind of internal rhetoric in which people become the rhetorical critic by reading their own beliefs and knowledge and then become the rhetor by composing self-directed arguments. This process of internal rhetoric aims to increase understanding, rouse affections, and change behavior. Synthesizing Hall and Calamy's meditative approach to internal rhetoric with Gregory Schraw's model of metacognition creates a more complete theory and practice of internal rhetoric, a practice that transforms the very nature of the individual. By bringing scholarship from multiple disciplines into conversation with one another, we can better understand how internal rhetoric is enacted and how to teach it.

This study examined how nonprofits can use video narratives to elicit young individuals' emotions and persuade them to support a cause; in particular this study analyzed variables of elicited moral anger, sense of self-efficacy, empathic connection, and prosocial persuasion. Undergraduate participants (n = 160) viewed a two-minute PSA depicting scenes of domestic violence escalation in a young married couple's apartment. Participants completed scale responses that demonstrated a positive correlation between message-induced state empathy and moral anger as well as a positive relationship between state empathy and activist tendencies. As in other studies framed by the anger activism model (AAM), high levels of anger and perceived self-efficacy predicted greater willingness to engage in prosocial support of a nonprofit cause, but only on two of three measures. The practical importance of understanding moral anger and how its induction applies to seeking help for distressed populations can apply in many messaging constructs, particularly when an organization seeks to remedy an injustice. Traditionally nonprofit organizations have used anger appeals to alert inactive publics to threats to universal moral ideals, but this practice also can also be effective in socially conscious companies' persuasion efforts.

This study examines the effect of culture on imagery generation and ad attitudes. Although research suggests that concrete stimuli generate more images than abstract stimuli, our study shows that this finding is not universal across cultures. Chinese generate more imagery than Americans when encountering abstract stimuli because Chinese tend to think concretely. Moreover, Chinese and Americans have different attitudes toward different stimuli. While Chinese prefer concrete stimuli to abstract stimuli, Americans have the same attitudes toward concrete and abstract stimuli.

No description available.

William Brigance in his Speech, Its Techniques and Disciplines in a Free Society reports the German psychologist Zillig’s experiment wherein ten pupils were apparently selected at random, placed in front of their classmates, and asked to follow simple instructions, i.e., “Raise your right hands.” The other members of the class were instructed to carefully judge each performing student on his ability to follow directions. In actuality, the selection of the ten students had been determined some weeks prior to the experiment when a secret vote had been conducted among members of the class to identify the “most liked” and “least liked” students. The ten pupils who were “selected at random” were in reality two groups, the five “most liked” and five “least liked” as identified by the votes of their classmates. Shortly before the experiment the five “most liked” students were instructed to behave exactly opposite to the instructions given. So when ordered to lift their right hands the five most popular students elevated their left hands while the “least liked'' group followed the order correctly. A number of similar procedures followed and then the observing students rated the performers of their direction following ability. Even though the five “most liked” students had been 100 percents wrong in their actual behavior, “When class scores were totaled, it was found that the best liked students had been graded higher than the least liked.” In summary, rhetoricians have recognized that the circumstances of the speech situation tend to highlight the speaker as a person and thus the personal impact (ethod) of the speaker can greatly influence the effect of his remarks upon the audience. Granting the importance of ethos, any study casting further light on this vital portion of rhetorical theory would be of value to the overall knowledge of public address. The general purpose of the study to follow is to conduct such an investigation. More particularly the following pages will present an attempt to use the theory and method of contemporary personality research in an effort to more fully explain the nature and functions of ethos in an actual speech situation, The remainder of this initial chapter will be given over to a review of rhetorical thought concerning ethos, and examination of five major contributions to the literature of personality theory (specifically that portion of personality theory dealing with the “authoritarian personality”), and a synthesis of these two fields of thought which will lead to the formulation of a hypothesis concerning the nature of ethos and its relation to personality.

No description available.

No description available.

No description available.