The diploma thesis deals with the use of commercials in teaching of German as a foreign language. Its aim is to describe the didactic potential of working with commercials and to find out whether teachers employ them in their practice and how they perceive them. The theoretical part of the thesis considers the key concepts related to this issue, the use of commercials in education in terms of criteria for their appropriate selection and advantages and disadvantages of their employment in teaching. The dominating subject of the practical part is a research survey among teachers who teach German as a second foreign language at the second level of primary education. The research was carried out by means of a questionnaire survey and an expert assessment. Its aim was to document the current situation of the employment of commercials in teaching and, based on an expert assessment of the didactic processing of two commercials, to clarify how teachers approach this issue. The results show that 70 % of teachers use commercials in their lessons, although not very intensively. Surprisingly, commercials are used more often by older teachers with many years of experience. The presented didactic processing would be used by most teachers in their professional practice. Keywords: Audiovisual Media, Advertising,...

Aim of this thesis is to map how they can live on their own media carrier marketing strategy and media promotions. Through case study - Prima Cool TV - I dissert on the monitoring of its anchorage in the media environment through their own television channel, but also the cooperating contact channels created by the proprietor of the station. The thesis presents couple of theoretical insights from marketing and media strategy, particularly in the application for the media. It analyzes in detail the concept of strategy and position in the marketing, various forms of strategy - thinking and management. It elaborates forms of strategic management, monitors media strategy, as a form of marketing and the usefulness of the media (media providers) in their own media in particular. To obtain an objective view on the subject work brings several known methods. Expert theories are confronted with (by) the Prima Cool TV case study. In this tracked subject the thesis analyzes the usefulness of its own media space for marketing and media strategies. The analysis subject is the TV audience, program structure, communication with recipients and fostering awareness of the TV station in the Czech media market. Above all it confronts theoretical knowledge to specific steps of FTV Prima, in the frame of examined issue....

This diploma thesis compares linguistic and sexist expressions used in adverts and on websites of companies Free Rádio, ÚAMK, Pila Pasák and Rodinný pivovar Bernard. The first part of the thesis provides broad theoretical background focusing on media, media communication, new media, marketing communication, sexism and linguistic aspects of marketing communication. Great deal of attention is paid to pragmatic aspects of advertising language, the communication functions and speech acts in adverts. The work also deals with sexual information in adverts, e.g. types of sexual information used in advertising, its effectiveness, typical sexist expressions but also with legal and ethical frames in advertising. The second part of the thesis are the analyses themselves. The adverts are analysed through a questionnaire that covers pragmatic, semiotic and semantic aspects so that the intersemiotic character of advertising is covered; other issues included are types of sexual information and sexist expressions. The websites are analysed through a questionnaire that challenges the structure of the website, its aim, design, used vehicles of expression, pragmatic aspects of the used language and the presence of sexism. The aim of this thesis is to answer five questions covering such issues as used vehicles of...

The Thesis "Media and their impact on delinquent behaviour of children and youth" studies possible effects of media on children and youth who have committed an offence. The influence of media on modern societies is substantial and still increasing, which is why its affect on a human is being more and more discussed. The influence of media on children and youth seems to be particularly important. High degree of influence by external factors, including that of media belongs to the basic factors of delinquent behaviour among children and youth. This is why the Thesis tries to link these two specific areas laying in the focus of professionals as well as general public. The theoretical part first deals with the basic terms related to the influence of media on delinquent behaviour among children and youth. It also describes development and functions of media, the basic attributes of media content and media influence. There is also an insight into the legislation and authorities dealing with media activity as well as the media educational conception. The author then analyses delinquency of children and youth including the activities of a custodian. The aim of the work was to gain more detailed information on the possible impact of media on delinquent behaviour of children and youth, which is why qualitative research was chosen. Questioning methods implemented by the technique of semi-standardized interviews was used for data collection in May and June 2010. The research sample consisted of two groups of respondents. The first group consisted of seven children and young people registered by a social office and the other one of five professionals working with young people who committed offences. A case report supporting the issues in question was moreover prepared from documents conducted by a custodian. The qualitative research showed that the direct influence of media on delinquent behaviour of youth seems to be questionable, but the image shown in media might support delinquent behaviour in persons with higher risk of such behaviour. The Thesis should particularly contribute to accessibility or also extension of the information on the possible influence of media on individuals or the society as a whole in relation to young people who have committed an offence. The research results may also serve as a base for further wider research.

The diploma thesis focuses on communication and marketing strategies of the Herbář TV show. The main aim of the theoretical part is to introduce the topic therefore it contains the characteristics and categorization of the show and its position among other culinary programs. It also summarizes the basic theory of internet communication, social networks and marketing. The methodological part presents research questions, goals and research methods. Research variables are explained here. The practical part includes the research itself. It aims to map the communication channels of Herbář with the help of descriptive analysis, quantitative content analysis and qualitative analytical-comparative methods. It also aims to describe in which ways and in what language the show communicates with its audience and what type of content it offers. The work summarizes which marketing trends can be traced in the case of the show with a special focus on social media. All the findings are supported by specific examples. KEYWORDS electronic communication, media, social networks, Herbář TV show, language resources, advertising, gastronomy

This thesis discusses the development of the Czech media market after 1989 in context of political economy of the media. Its author observes the main trends in development of the commercial media market - especially print media market - in the Czech Republic and abroad, as these trends had a crucial influence on the development of Czech media after disruption of the Soviet Bloc and when the democratic and market environment has been established. Besides that, the work searches for the particular economic aspects of the media market defined by the leading critics in the media research sphere and, at the same time it tries to apply them on the Czech print media market. All of these findings are summarized into hypothesis at the last chapter, which are tested by quantitative media content analysis and columns and supplements analysis on the sample of Czech dailies. The results confirm the aspects of this influence and brings a new subjects to the further research which could describe a particular examples of influence of commercial sphere on media more in depth. Powered by TCPDF (www.tcpdf.org)