Text in Afrikaans with Abstracts in Afrikaans, English and isiZulu / In hierdie proefskrif word ondersoek ingestel na die parateks as narratiewe strategie vir toeganklikheid in geselekteerde Afrikaanse kinder- en jeugliteratuur. Die kern van hierdie ondersoek is die toeganklikheid van die boodskap binne die paratekstuele en narratiewe kommunikasiesituasie. Vir hierdie ondersoek is die sentrale probleemstelling soos volg geformuleer: hoe word die parateks as narratiewe strategie gebruik om kinder- en jeugliteratuur meer toeganklik vir jong lesers te maak? Gérard Genette se werk oor die parateks (1997a) en die narratologie (1983, 1990) dien as teoretiese basis vir hierdie studie se konseptuele raamwerk, aangevul deur die werk van Mieke Bal (1991, 2009). Jauss (1982) se resepsie-estetika word ook betrek ten einde toeganklikheid ten opsigte van die primêre teikenmark te formuleer. Binne die konteks van hierdie konseptuele raamwerk, word daar afsonderlik ondersoek ingestel na die ontvangers, senders en boodskap van die paratekstuele en narratiewe kommunikasiesituasie. Die ontvangers is die lesers van die parateks as narratiewe strategie vir toeganklikheid en word bespreek as die primêre, dubbele en tweeledige teikenmarkte. Die senders is die verskillende skrywers betrokke by die skepping en implementering van die parateks as narratiewe strategie vir toeganklikheid. Onderskeid word getref tussen die primêre skrywer, die tweede skrywer en die sekondêre skrywer. Laastens word die boodskap ondersoek soos dit met die visuele parateks en die talige parateks verband hou. Aan die hand van die konseptuele raamwerk van hierdie studie, en die verskillende rolspelers en boodskappe binne die paratekstuele en narratiewe kommunikasiesituasie, dui die studie aan hoe die parateks as narratiewe strategie gebruik kan word om kinder- en jeugliteratuur vir veral die primêre teikenmark meer toeganklik te maak. / This thesis sets out to illustrate how the paratext can be used as narrative strategy for accessibility in selected Afrikaans children’s and youth fiction. Central to this study is the accessibility of the message in the paratextual and narrative communication situation. In this regard, the central research question is as follows: how can the paratext be used as a narrative strategy to make children’s and youth literature more accessible for young readers? Gérard Genette’s work on the paratext (1997a) and narratology (1983, 1990) serves as the theoretical basis for this study’s conceptual framework, along with the work of Mieke Bal (1991, 2009). In order to define accessibility in terms of the primary target audience, reference is also made to Jauss’s (1982) reception theory. Within the context of this conceptual framework, focus is placed on the receivers, senders and message of the paratextual and narrative communication situation. The receivers are the readers of the paratext as narrative strategy for accessibility and are discussed as the primary, twofold and dual target audiences. The senders are the different writers involved in the creation and implementation of the paratext as narrative strategy for accessibility. Here a distinction is made between the primary writer, the second writer and the secondary writer. Lastly, the message is discussed as it relates to the visual paratext and textual paratext. Through the conceptual framework of this study, along with the different role players and messages of the paratext as narrative strategy for accessibility, this study shows how the paratext as narrative strategy can be used to make children’s and youth literature more accessible for especially the primary target audience. / Le thisisi ihlose ukuveza ukuthi umbhalo ohunyushiwe ungasetshenziswa kanjani njengesu lokuxoxa emibhalweni ekhethiwe yesiBhunu yezingane kanye naleyo yabantu abasha .Okubalulekile kulesi sifundo socwaningo wukutholakala komlayezo wombhalo ohunyushiwe kanye nesimo sokuxhumana ngengxoxo. Ngalokho-ke, umbuzo oyinsika kulesi sifundo socwaningo ngolandelayo: Ngabe inkulumo ehunyushiwe ingasetshenziswa kanjani njengesu lokuxoxa, elingenza ukuthi imibhalo yobuciko yezingane kanye naleyo yabantu abasha ukuze itholakale kalula kubafundi abasebasha? Umsebenzi kaGérard Genette i-paratext (1997a) kanye ne-narratology (1983, 1990) usebenza njengesisekelo sesakhiwo sebizo salesi sifundo socwaningo, kanti lokhu kuhambisana nomsebenzi ka MiekeBal (1991,2009). Ukuze siphumelele ukuchaza mayelana nokutholakala kwabafundi bezincwadi abahlosiwe, uyanxuswa ukuthi ufunde ithiyori emayelana nokutholakala kwabafundi bomlayezo ka Jauss (1982). Ngaphansi kwesimo sesakhiwo segama, kugxilwe kakhulu kubamukeli, kubathumeli kanye nakumlayezo wombhalo ohunyushiwe kanye nesimo sokuxhumana ngengxoxo. Abamukeli bomlayezo kungabafundi bombhalo ohunyushiwe, okuyisu elisetshenziswa ukuthola umlayezo, kanti la masu axoxwa njengalawo aqonde abafundi bokuqala, abambaxambili futhi anezinhloso ezimbili.. Abathumeli bomlayezo kungabhali abadlala indima yokwakha kanye nokusebenzisa imibhalo ehunyushiwe njengesu lokuxoxa elisetshenziswa ukuthola umlayezo. Lapha, kuvezwa umehluko ophakathi kombhali wokuqala, umbhali wesibili kanye nombhali osezingeni lesibili. Okukugcina, umlayezo uxoxwa njengoba uhlobana nombhalo ohunyushiwe obukelwayo kanye nombhalo ohunyushiwe olotshiwe Ngokusebenzisa uhlelo lwesakhiwo segama salesi sifundo, esisebenzisana ndawonye nabadlali bendima abahlukahlukene kanye nemilayezo yombhalo ohunyushiwe njengesu lokuxoxa elisetshenziswa ukuthola umlayezo, lokhu kukhombisa ukuthi umbhalo ohunyushiwe oyisu lokuxoxa ungasetshenziswa kanjani ukwenza ukuthi imibhalo yobuciko yezingane kanye naleyo yabantu abasha ingatholakala kanjani, ikakhulukazi ngabafundi bokuqala abahlosiwe. / Afrikaans and Theory of Literature / D. Litt et Phil. (Afrikaans)

The objective of my diploma thesis is a complex analysis of communication strategy of Kotex brand, which was introduced in 2003, after a general relaunch. According to gained information I evaluate effectiveness of the selected communication tools by achieving marketing goals over a specified period of time. This thesis should confirm the suitability of the marketing mix applied for KOTEX brand in specific environment of feminine hygiene market considering the limited budget and target audience specification. Practical contribution of this thesis is passing judgment on suitability of selected communication strategy and also recommendation of another new as well as a recommendation of new and proper activities which would be possible to bring to life.

The thesis describes the role of public relations and communication in the health sector and points at its specifications and differences if compared to the profitable sectors. The thesis analyses the current level of the issue in the Czech Republic, including legal and ethical perspectives of a health institution. The first part of the thesis explains the theory of the public relations and communicaiton sectors and includes a concise description of the health sector. The second part deals with internal, external and crisis communication of individual hospitals and institutions and analyses them through the method of qualitative research. Aside from other aspects, I describe pratical operation of public relations, usage of media communication tools in practice at individual health institutions. In addition to this, target audience, the public and the importance of a good reputation of a hospital have been defined in this part.

Denna studie ämnar undersöka hur Systembolaget väljer att konstruera målgruppen i reklamfilmer för deras antilangningskampanj. Systembolaget har inte en uttalad begränsad målgrupp, utan deras målgrupp är den svenska befolkningen. Syftet med denna studie är att genom att studera de semiotiska resurserna ta reda på om Systembolaget, som de beskriver själva ”finns till för alla”, i reklamfilmerna för deras antilangningskampanj eller om det går att finna en begränsad målgrupp. För att besvara syftet med denna studie lyder forskningsfrågorna följande: vilken målgrupp konstruerar Systembolagets i deras reklamfilmer genom sina val av semiotiska resurser? Och stämmer denna målgrupp överens med deras samhällsansvar? Materialet för studien består av tio av Systembolagets reklamfilmer för deras antilangningskampanj mellan åren 2009 och 2020. För att analysera detta material har en visuell analys med en grund inom det sociosemiotiska fältet tillämpats. Iden visuella analysen studeras de semiotiska resurserna genre, scener och kameravinklar; karaktärer och miljö samt språk och värderingar. Resultatet av studien visar att det går att finna en begränsad målgrupp i reklamfilmerna. En tydlig avsaknad av mångfald gällande klass och kön hittas i Systembolagets reklamfilmer med antilangningsfokus. Nästintill alla karaktärer i samtliga filmer består av vita personer samtidigt som nästan alla miljöer visar ett medelklasshem. I de fall där icke-vita karaktärer förekommer är det de vita karaktärerna som innehar de framträdande rollerna.

Bakgrunden till detta arbete ligger i att Sportlife kommit ut med en egen kollektion med träningskläder. Problematiken är att den inte nått ut i den omfattningen som ledningen önskat. Metoden som beskrivs i denna rapport är intervjuer samt enkätundersökningar. Genom att intervjua ledning, personal och medlemmar har information samlats för att kunna hitta vart det brister i marknadsföringen. Syftet med arbetet är att öka försäljningen för ett företag med hjälp utav befintliga marknadsföringsstrategier. I denna studie tillämpas detta på företaget Sportlife.Begränsningarna i arbetet är som i syftet visar, att endast använda befintliga marknadsföringsstrategier.Dagens forskning och marknadsföringsstrategier ligger till grund för litteraturöversikten. Med hjälp av den information som införskaffats under arbetets gång valdes sju strategier. De presenteras i rapporten då de sju strategierna kan hjälpa Sportlife att öka sin försäljning.Slutsatsen för studien resulterade i att en eller flera strategier kan tillämpas utav Sportlife vilket kan leda till en ökad försäljning. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided. / Business Management / M. Com. (Business Management)

Klimatförändring är något som sker naturligt på vår planet. Vad man dock har upptäckt under de senaste 100 åren, är att vi människor har påskyndat denna process och därmed satt planetens naturliga cykel ur balans. Forskare förutspår drastiska förändringar i framtiden. Torka och begränsad åtkomst till dricksvatten. Höjning av havsnivån. Extremaväder. M.m. Ändå händer det inte så mycket som man tycker att det borde göra. En förändring måste ske. Så vad kan jag, som grafisk designer, göra för världen? Ett av de stora problemen inom detta ämne är attdetta är något man inte vill tala om i samhället. Det är ett tungt ämne och det är förståeligt att mangärna vänder ryggen till. Därför har jag anpassatmitt projekt till att tackla detta dilemma genom attutnyttja ett medium som har möjlighet att fångauppnärksamhet på ett öppensinnat sätt. Genom rolig aktivitet och lättsam stämning hoppas jag att fler ska vara öppna till förändring. För att uppnå detta har grafisk formgivning använts för att gestala projektets identitet med stöd från färgteori och beteendevetenskap. Även teorierna om nudging och learning by doing har spelat en rolli arbetet som mynnat ut i ett  brädspel med fokus på användarupplevelsen. / Climate change is something that happens naturally on our planet. What has been discovered over the last 100 years, however, is that us humans have accelerated this process and put the planet’s natural cycle out of balance. Researchers predict drastic changes in the future. Drought and limited access to drinking water. Increasing sea level. Extreme weather. Etc. Despite this not as much happens as you think it should. A change must happen. So what can I, as a graphic designer, do for the world? One of the big problems about this topic, is that this is something people avoid talking about in society. It’s a heavy subject and it’s understandable that people would rather turn their back on it. Therefore, I have adapted my project to tackle this dilemma by using a medium that has the opportunity to capture attention in an open minded way. Through fun activity and light-hearted atmosphere, I hope that more people will be open to change. To achieve this, graphic design has been used to shape the project’s identity with the support of color theory and behavioral science. The theories of nudging and learning by doing have also played a role in the work, which resulted in a board game with a focus on user experience.

Магистерская диссертация «Разработка проекта сайта о горном туризме» состоит из введения, двух глав – теоретической и практической, заключения, библиографического списка, включающего 73 наименования, и пяти приложений. Цель исследования – разработать проект информационного сайта о горном туризме, основываясь на данных, собранных в ходе анализа информационных сайтов о горном туризме и в результате работы с научными источниками. Объект исследования – информационные сайты о горном туризме. Предмет – структурно-содержательные и визуальные особенности информационных сайтов о горном туризме. Подобрано доменное имя ресурса. Сформирована концепция дизайна сайта. Подобран шрифт и цветовая палитра ресурса, разработан логотип. Обосновано решение использовать для реализации проекта CMS (WordPress) в качестве основной и конструктор Tilda Publishing для работы в разделе «Отчеты». Разработан прототип и два варианта макета стартовой страницы. При помощи конструктора сайтов разработана цифровая история. Отдельные положения проведенного исследования были представлены на VI Международной научно-практической интернет-конференции «Книжное дело: достижения, проблемы, перспективы» (Екатеринбург, 2017) и Международной научно-практической интернет-конференции «Язык. Текст. Книга» (Екатеринбург, 2018). / The Master's thesis "Web-Site Project Development on Mountain Tourism" consists of an introduction, two chapters - theoretical and practical, conclusion, reference comprising of 73 titles, and five annexes. The study purpose is to develop a draft information web-site on mountain tourism based on data collected during the analysis of information web-sites on mountain tourism and as a result of working with the scientific sources. The study object is the information web-sites on mountain tourism. The study subject is the structural and visual features of the information web-sites on mountain tourism. The domain name of the resource is chosen. The concept of the web-site design is formed. The font and color palette are chosen, and a logo for the resource is developed. The decision to use the CMS (WordPress) as the main for the project implementation and the Tilda Publishing designer to work in the "Reports" section is justified. A prototype and two versions of the layout of the start page are developed. A digital story with the help of the web-site designer is developed. Separate provisions of the study made were presented at the VI International Scientific and Practical Internet Conference "Book Business: Achievements, Problems, Prospects" (Yekaterinburg, 2017) and the International Scientific and Practical Internet Conference "Language. Text. Book" (Yekaterinburg, 2018).

Диссертация посвящена вопросам социального маркетинга – Social Media Marketing (SMM). Рассматривается статистика продвижения товаров и услуг через работу в социальных сетях. Предметом анализа выступает инструментарий SMM, статистика активных пользователей и капитализация компаний. Результаты исследования могут быть применены в сфере организации SMM-продвижения бизнес-процессов и подготовки студентов в области онлайн-маркетинга. / The article is devoted to the issues of network marketing – Social Media Marketing (SMM). We Сonsider the statistics of the promotion of goods and services through the work in social networks. The subject of the analysis is the SMM toolkit and its system application. The results of the study can be applied in the organization of SMM-support business processes and prepare students in the field of online marketing.

В диссертации изучаются структурно-содержательные, визуально-функциональные и рекламно-маркетинговые составляющие посадочных страниц. На основе анализа и систематизации информации о посадочных страницах автор разработал посадочную страницу книжного издания. Новизна ВКР заключается в определении критериев создания максимально конверсионной посадочной страницы и формулировке рекомендаций по методике разработки посадочных страниц для продвижения в сети Интернет издательской продукции. Работа состоит из двух частей, содержит 83 страницы, 3 таблицы, 31 рисунок. В списке литературы содержится 50 библиографических единиц и 12 электронных источников. / The master's thesis studies structurally-meaningful, visual-functional and advertising-marketing components of landing pages. On the basis of the analysis and systematization of information about the landing pages, the author developed the landing page of the book publication. The novelty of the master's thesis lies in determining the criteria for creating the most conversion landing page and formulating recommendations on the methodology for developing landing pages for promoting publishing products on the Internet. The work consists of two parts, contains 83 pages, 3 tables, 31 images. The bibliography contains 50 bibliographic units and 12 electronic sources.