Thesis (Ph. D.)--University of Texas at Austin, 2006. / Vita. Includes bibliographical references.

This thesis is aimed at Faculty of Management innovation process of presentation methods at the European Education and Lifelong Learning Exhibition Gaudeamus 2010. The theoretical part explains the sensory and social perception of advertising and the role of trade fairs in marketing communication. The practical part deals with the current presentation system of Faculty of Management at the European Education and Lifelong Learning Exhibition Gaudeamus 2010 and suggests a new innovation concept in order to increase efficiency of institute presentation.

Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.

This thesis named Adolescents' Perception of Television Advertisement is an analysis of the relationship between the television advertisement and the chosen target audience - adolescents at the age of 17 - 20. The thesis examines to what extent the television advertising contributes to forming an image of the world in the members of the target audience and asks whether the advertising pressure focused on the target audience is effective or whether the adolescents are able to think critically and indipendently and to create their own opinion on the proposed and explored issue. The introduced thesis is devided in two parts - practical and analytical. The first one is primarily based on findings gained form relevant literature and the sedondone presents the process and results of the very quantitative research. The main aim of this thesis is to find out what is the overall attitude of adolescents at the age of 17 - 20 towards the television advertisement and to give evidence whether they believe the informatik presented in the TV advertising. In order to meet the given goal 105 students of two last years of Catholic Grammar School in Pilsen were put through the quantitative questionnaire research detected the trends in adolescents' attitudes and perception of TV advertising. The research included four...

Thesis (M.A.)--Texas State University, San Marcos, 2004. / Includes bibliographical references (leaves 110-119). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Thesis (M.A.)--Texas State University, San Marcos, 2004. / Includes bibliographical references (leaves 110-119).

The thesis focuses on the semantic analysis of the advertisement of different Czech beer brands which have been on the market for the last twenty years. The theoretical part consists of the interpretation of marketing strategies and psychology and decodes the typical advertising language and content of chosen advertisements. The thesis also deals with the history of beer, brewery and law restrictions of advertising alcoholic products.

This study is an investigation into the stereotypes used in advertisements designed to appeal to university students’ sense of having a social identity, taking the situation at Nelson Mandela Metropolitan University (NMMU) as being representative of university campuses as, among other things, social and cultural space. The study assumes that a university is a site of cultural negotiation, and as such may be viewed as a place where identities are formed and readjusted to conform to stereotypes popularised by influential social models as portrayed in the media. Moreover, with the process of globalization, which distributes stereotypical images globally, one would assume that advertising at NMMU functions in a similar way to its mode of functioning in most parts of the world. Although such media (advertisements) exist in various forms, the scope of the research for this study was limited to print advertisements. Advertisements relevant to the concerns of this study are found everywhere at South African universities. Today, the latest trend for companies like Mr. Price, Standard Bank, Truworths, Red Bull, and Axe, among others, is to sponsor university events, that way creating the opportunity to advertise their products or services to students. Moreover, the notice boards of South African universities are filled with posters advertising new products in the market. In addition to all this, the general South African goods and services market is flooded with magazines that contain stereotype-promoting advertisements targeting students or, in general, young adults. For the purposes of this study, a ‘stereotype’ is understood as an iconic site of identification which functions as a generalized model for social behaviour. In this sense, a ‘stereotype’ may also be understood as a representation of an ‘ideal self’. The purpose of this study is threefold: firstly, to show how and why students may be vulnerable to the stereotypes identified in terms of Lacan’s theory of the ‘mirror stage’; secondly, to identify and categorize the various stereotypes used in advertising to appeal to the student’s sense of social identity, and thirdly, to show that advertisements can be misleading in so far as stereotyping ignores the specificity of every student’s personal social situation and creates false expectations on the part of the target students.

Stereotype threat is a psychosocial dilemma experienced by members of a negatively stereotyped group in situations where they fear they may confirm the stereotype. This study examined the phenomenon in India, thereby extending previous research to another culture. In addition, with participation by students preparing to be professionals, the results are applicable to organizational settings. Ninety graduate students from a professional training institute viewed common Indian advertisements under three conditions: gender stereotypic (women depicted as homemakers), counter stereotypic (women represented as professionally employed individuals) and neutral (no reference to any gender identity). It was hypothesized that females in the stereotypic condition would be susceptible to stereotype threat effect and thus opt for problem solver over leadership role on a subsequent task, while females in the counter stereotypic condition were expected to choose leadership roles. ANOVA was employed to test for differences across the three conditions. The study also hypothesized mediation of the stereotype threat performance deficits by self-efficacy, evaluation apprehension, anxiety, role conflict, stereotype activation, father's and mother's education levels. Hierarchical multiple regression procedures as recommended by Baron and Kenny (1986) were conducted for mediational analysis. Data analysis provided partial support for the two hypotheses. In support of the stereotype threat theory, condition emerged as a significant variable influencing selection of role choice. In line with previous research, no evidence for mediation by any of the variables studied as potential mediators was found. However role conflict and evaluation apprehension may have functioned as suppressor variables that enhanced the variance in the condition-role choice relationship. The results of the study and their implications, in context of the Indian scenario, are discussed. Certain limitations are identified and suggestions made for future research.

ABSTRAKT-aj The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotics and its classification like subject of science in theoretic part, explain concept of sign, semiosis and conception of sign by three representative of semiotics-Ferdinand de Saussure, Charles S. Peirce and Roland Barthes. Next I will focus on commercial. I will describe commercial discours, communication and marketing mix and classification of commercials. I'll introduce television as medium of commercial and come to the psychology of commercial where I will apply of methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age, how to eliminate influence of commerical to children and in the end regulation of commercial. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothesis, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children 's product aim at adults...