Title: Body care and media Goal of the research: The goal of this thesis project is to evaluate information available in TV programmes regarding healthy life style, fitness, and care of human body. In the thesis is analysed the available selection of educational programmes focusing on active lifestyle and the TV commercials on this topic. Research Method: There were two research methods used in the project: a content analysis method and a descriptive method. Results: The number of educational programmes regarding care of human body and healthy lifestyle available on TV is insufficient, although the quality of the programmes is high. The variety of TV commercials shown is wide, but the content of the commercials revolves around beauty and appearance. Commercials that would encourage viewers to be physically active and change their lifestyle were absent entirely. Keywords: media, advertisement and commercials, health, lifestyle, physical activity, healthy nutrition, body image, appearance

The significations found in content aren't only explicitly present in the surface structures, but they're also built deep inside human mind as the basic semes - the minimum units with a signification. In the diploma thesis "Internet Marketing Influence on Internet Media Content and their Users at Czech Media Environment" we use a qualitative analysis method composed of the semiotic and the narrative analysis to describe and interpret the chosen samples of internet marketing content. The semiotic analysis helps us to interpret both the basic surface and deep significations present in the visual and text code of the interpreted samples. The narrative analysis unravels a narration the act is constructed from followed by interpretation. The application of both the methods allows us to identify myths in the narratives. The aim of application of both methods is to describe specific and repetitive deep significations and narrations individual communicates are built from and thus characterize internet marketing media discourse. The narratives form a basis of the interpersonal communication; they allow us to preserve and communicate significations through them. All the narratives of the interpreted samples of content were constructed with a basic conflict (or contradiction) and presented to the public...

The diploma thesis "EYOWF 2011 and mythologization of the commercial strategies in a market campaign" deals with a semiotic analysis and mythologization of the promotional video for 10th European Youth Olympic Winter Festival 2011. This study is drawn up as semiotic analysis comprised of the theories of symbolic interactionism and mythologization as a secondary narrative. The thesis is based on theories of the meaning construction and the terminology of the linguist Ferdinand de Saussure, a French semiotican Ronald Barthes and a triadical concept of the sign by Charles Sanders Peirce. The study works on the construction of a commercial message, market communication and use of the specific sign as a primary structural element. An analyzed sample is an audiovisual commercial - 2 minutes and 52 seconds which contents the elements of the entire communicative campaign. The used method is a semiotic analysis which offers insights via description and interpretation of the particular encoded signs. The main focus is concentrating on the camera take and cuts, graphics, colour, characters and the entire mythologization process.

The master thesis deals with the development and display of advertisement for medicine and health- related products and services in Czech women's magazines. We compare here two periods - The First Czechoslovak Republic and present. It focuses primarily on these following questions: Does the display of health-related products have changed? Do we still advertise products of the similar character? Has the ideal of heath changed and things which were believed healthy in the past, are not considered healthy anymore? Is the difference related to historical events or rather related to the current state of society and its preferences? The main titles for analysis were Eva: A journal of modern women from the 1930s, which was published by Melantrich and current lifestyle magazine Elle, which is published by Hubert Burda Media. The theoretical part summarizes current basic knowledge about press, advertising, healthcare. In the practical part are more closely introduced the research methods - content and image analysis and also the process of analysis and the comparison by itself. An integral part of the thesis is the attached advertisements, on which the analysis was based, and which serve for better illustration of the above-mentioned phenomena. Powered by TCPDF (www.tcpdf.org)

Children nowadays are exposed to a huge amount of advertisements wherever they go. It appears that children are a very attractive target group because of their ability to influence their parents to buy them preferred products and brands. This Thesis focuses on analysis of children's influence on their parents' purchase decisions. The Thesis consists of 5 chapters. First three parts are theoretical. The introductory chapter deals with the consumer's purchase decision-making process and factors that affect this process. The second part describes family as a special consumer unit which forms individual consumer behaviour. Final theoretical chapter focuses on the child as a specific consumer and customer. In the practical part the reserach is conducted to reveal into what extent children influence their parents about purchase. At the end the recommendations for successful children advertisement are set up.

This dissertation addresses the role and value of gender stereotypes in Marketing. The objective is on the one hand to chart male and female imagery in advertising and on the other to establish consumers' attitudes to this imagery, thus enabling a comparison of these outcomes. The first, theoretical part of the dissertation depicts the status of men and women in society and how advertising seeks to reflect this, and in addition describes the research methodology employed in the second, practical part. This latter part comprises a questionnaire survey and an advertising content analysis, and concludes with a comparison of the mentioned surveys.

This paper aims at unveiling the true nature of the Czech hunting Act by modeling the competition for property rights characteristics among gamekeepers, the subsidized group, and other users of land based resources, the taxed group. We show that the subsidized gamekeepers' group seeking to decrease public opposition tries to obfuscate the true goal of its profit-oriented efforts by supporting relatively less revealing technically imperfect institutions. It does so by advertising artificially created qualities such as tradition and public interest. What hunters try to achieve technically is to shift the reference points of desire of the other users of land-based resources in order to disable them from perceiving total policy costs. As a result taxpayers' intrinsic advantage is undermined, and contrary to the efficient redistribution hypothesis a Pareto-inferior outcome is reached. Moreover taking full account of all costs of rent-seeking, including incomplete externality internalization, institutional rigidity and created moral hazard, total social costs, connected with the outcome of competition for property rights, are not minimized. Regarding empirical testing of the theoretical propositions, analyzing hunting statistics we prove that whereas the acknowledged public goals are not met, the technically imperfect Act 449/2001 Coll. creates moral hazard in favor of gamekeepers' private interests.

This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.

Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.

This work deals with advertising and its regulation both through legal norms and ethical self-regulation. Aim of the thesis is to define the scope given to advertising hyperbole and exaggeration by legal and ethical rules and based on selected decisions of the Czech Advertising Standards Council and rulings of Czech courts to provide a set of advice on how to use hyperbole in advertising. As groundwork for the research on the restrictions affecting use of advertising hyperbole there has been analyzed Czech legal and self-regulatory framework of advertising.