The diploma thesis deals with the media heroization / construction of dead celebrity icons. The introduction focuses on the explanation of the process of becoming an icon and its interpretation in certain fields and theoretical concepts, for example in the context of semiotics and sociology. A separate chapter is devoted to the role of media in the process. I attempt to reveal the media's influence on this process by studying the theory of media construction of reality and the ctreation of culture industry. The second chapter also explains the phenomenon of celebritization, which is crucial due to the applied example of dead celebrities. Based on the specific analysis I try to identify trends that are reflected in media representation of dead celebrities afterlife, and these further put in a wider context. The aim of the master thesis is to find out what trends are reflected in media representation of celebrities after their death, how the media work to maintain dead celebrities "alive", and what are the specifics of this "life". The content analysis was determined to show the character of media coverage. The semiotic analysis on the other hand to show what myths are constructed around the famous dead celebrities.

The thesis "The cult of youth and the old age denial on the media image of celebrities: Content analysis of the Top Star Magazine TV show" explores the ways in which the values of the cult of youth exhibit and reproduce on the media image of celebrities. The analyzed material is a TV show about celebrities called Top Star Magazín which is broadcasted by Czech TV channel Prima Family. The research is based on the content analysis of the TV show and consists of two methodologically different surveys: a simple quantitative content analysis of episodes aired in 2012 and a qualitative content analysis of two randomly selected episodes. The research part of the thesis is supported by the theoretical and methodological parts. The methodological part describes the research techniques: choice of research method, setting of research questions and defining the sample. The theoretical part introduces all the essential theories, especially the media construction of reality, and also attends to the issues of age categories and social perception of people in different periods of life. The conclusion is that the media image of celebrities in the Top Star Magazine TV show is unified and significantly affected by the values of the cult of youth. One of the main symptoms is denial and repression of any signs of the...

Title: Sports celebrity influence on the behavioural intentions of students from secondary schools and universities in Prague Objectives: The goal of my study is to determine the effect of sports celebrities on the behavioural intentions of students from secondary schools and universities in Prague. Methods: The method of written questionnaire is selected for marketing research. The sampling unit is consisted of students from secondary schools and universities in Prague. The students were selected randomly. Results: The results of research have not been clearly demonstrated that the sports celebrities have positive effect on the behavioural intentions of students from secondary schools and universities in Prague. The final information is organized in tables and graphs in result section. Key words: Marketing, marketing communication, marketing research, behavioural intention, consumer, customer, sports celebrity.

This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model.    To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer.

As revistas de celebridades são fenômenos discursivos midiáticos que constroem realidades não ficcionais com traços de ficção, de alta relevância na contemporaneidade, pautada pelo binômio voyeurismo-exibicionismo. Tomamos como premissa que as revistas projetam muito mais do que banalidades de personagens famosos, pois estão atravessadas por lógicas globais filiadas à notoriedade como capital simbólico e estão marcadas por construtos culturais que, em nosso caso, associamos à dimensão histórico-social da Argentina e do Brasil. O presente estudo, portanto, trata da realidade construída e projetada como não ficção nas revistas Gente (editada e de circulação na Argentina) e Contigo! (editada e de circulação no Brasil), tendo, como tese principal, que nosso corpus, embora apresente um enquadramento transversal análogo, evidencia tendências dissonantes de idiossincrasias que emergem na materialidade do discurso. Para isso, a pesquisa desenvolve uma análise enunciativa-discursiva comparativa das revistas, no período de agosto de 2011 a maio de 2012. A análise do imbricado social no qual ocorrem as práticas sociais que permitem emergir as materialidades que analisamos, do desenvolvimento das mediações em Brasil e Argentina e das características materiais de nosso corpus pautam analogias possíveis entre as revistas e antecipam aspectos dissonantes em suas materialidades e nos efeitos de sentido projetados: a) as entrevistas são mais irreverentes e desembaraçadas na revista argentina do que na revista brasileira; b) o metadiscurso apresenta uma tensão explicitada na revista argentina, e uma harmonia aparente, na revista brasileira; c) o ethos discursivo e do ethos construído nos paratextos de personagens-celebridade midiáticos femininos mostram a projeção de um ethos vedetiano e erotizado, na revista argentina, e de um ethos dissimulado e glamorizado, na revista brasileira. / The celebrity magazines are a media discursive phenomenon that build non-fiction realities with fiction characteristics, and it is a kind of phenomenon that has high relevance in the contemporariness, lined by the voyeurism- exhibitionism binomial. We take as a premise that the magazines project much more than famous carachterss banalities, because they are crossed by global logics affiliated to notoriety as a symbolic capital and they are marked by cultural constructs that, in our case, are associated with the social-historical dimension of Argentina and Brasil. This study, therefore, is about the non-fiction reality constructed and projected in the maganizes Gente (edited and currently in circulation in Argentina) and Contigo! (edited and currently in circulation in Brasil). The central thesis underpinning this research is that our corpus, although displaying an analogue transversal framework, evidences idiosyncrasies with dissonant tendencies that emerge in the discourse materiality. Thus, the reasearch developed a comparative enunciative-discursive analysis of the magazines, from August 2011 to May 2012. The social interwoven analysis in which social practices occur that allow the emergence of the analyzed materialities, the mediations development in Brasil and Argentina analysis and the material characteristics of our corpus analisys show possible analogies between the magazines and antecipate dissonant aspects in their materialities and in the effects of the projected sense: a) the interviews are more irreverent and more unshamed in the Argentinean magazine than the Brazilian one; b) the metadiscourse presents an explicit tension in the Argentinean magazine, and an apparently harmony in the Brazilian one; c) the analysis of the media feminine celebrity carachters discoursive ethos and the constructed ethos in the paratexts shows the project of a vedetiano and erotic ethos in the Argentinean magazine, and a hidden and glamorous ethos in the Brazilian one.

Made available in DSpace on 2016-10-13T14:10:04Z (GMT). No. of bitstreams: 1 Mariana Hammel Brandao.pdf: 4096788 bytes, checksum: c1a710c0656636f319558f66fd21ae06 (MD5) Previous issue date: 2016-03-29 / What is common among individuals is the fact that all are consumers and their consumption decisions affect the economic environment in the local and global level. So to Schiffman and Kanuk (2000), consumer behavior is a bit of much importance for marketing. In a globalized market, it is increasingly important to understand the dimensions that balance consumer preferences between global and local brands (Schuiling & Kapferer, 2004; Ritzer, 2007). Much of the sales of sporting goods has been influenced by the endorsement of celebrities and athletes in the sport, which can impact the consumer's attitude toward advertising, brand and purchase intent (Carlson, Donavan, & CUMISKEY, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considering the celebrity endorsement and brand studies, this work has as main objective to verify the impact of celebrity endorsement with the intention of buying products from global and local brands. The specific objectives are: i) verify that the celebrity endorsement impacts the intention of buying products from global and local brands; ii) identify the type of celebrity (global and local) impacts at different levels, the intention of buying products from global and local brands, considering the involvement with the product; iii) analyze the impact of celebrity endorsement with the intention of buying products from global and local brands, considering ethnocentrism. To answer the proposed problem, an investigation was carried out with the quantitative methodology and designed an experiment that allowed to understand the relationships of cause and effect between the study variables. Experiment participants were 244 Brazilian consumers. Respondents were divided into 6 groups, and 2 were control groups and 4 were experimental groups. Through the experiment, it was observed that the prestige of global brand more influence on purchase intent than the celebrity endorsement. Added to this, there was no statistical evidence that the global celebrity impacts more than the local celebrity. Finally, we discuss the results and offer up possibilities for future studies. / O que é comum entre os indivíduos é o fato de que todos são consumidores e as suas decisões de consumo afetam o ambiente econômico, no âmbito local e global. Sendo assim, para Schiffman e Kanuk (2000), o comportamento do consumidor é um pouco de muita importância para o marketing. Em um mercado mais globalizado, há cada vez mais importância em compreender as dimensões que balançam as preferências dos consumidores entre marcas globais e locais (Schuiling & Kapferer, 2004; Ritzer, 2007). Grande parte das vendas de artigos esportivos tem sido influenciada pelo endosso de celebridades e atletas do esporte, que pode impactar a atitude do consumidor em relação à propaganda, marca e intenção de compra (Carlson, Donavan, & Cumiskey, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considerando o endosso de celebridade e os estudos de marca, este trabalho tem como principal objetivo verificar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais. Os objetivos específicos são: i) verificar se o endosso de celebridade impacta a intenção de compra de produtos de marcas globais e locais; ii) identificar se o tipo de celebridade (global e local) impacta, em níveis diferentes, a intenção de compra de produtos de marcas globais e locais, considerando o envolvimento com o produto; iii) analisar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais, considerando o etnocentrismo. Para responder o problema proposto, foi realizada uma investigação com a metodologia quantitativa e elaborado um experimento, que permitiu entender as relações de causa e efeito entre as variáveis do estudo. Participaram do experimento 244 consumidores brasileiros. Os respondentes foram divididos em 6 grupos, sendo que 2 eram grupos de controle e 4 eram grupos experimentais. Por meio do experimento, observou-se que o prestígio da marca global influência mais na intenção de compra do que o endosso da celebridade. Somado a isso, não houve evidência estatística de que a celebridade global impacta mais do que a celebridade local. Por fim, discutem-se os resultados e oferecem-se possibilidades para futuros estudos.

Made available in DSpace on 2016-04-26T18:13:19Z (GMT). No. of bitstreams: 1 Cynthia Arantes Ferreira Luderer.pdf: 29790116 bytes, checksum: 97aca5a01e9aa4cc8b22ad46f6298dfa (MD5) Previous issue date: 2013-09-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The objective of this research is to investigate the construction process of the image of chefs as celebrities in the boom period of gastronomy in Brazil, examining the logic of the spectacle inherent in new food models implemented in the last 20 years. The cuisine has gained importance in Brazil since 1990, becoming valued and exposed in different medium. In this context the created scenario results is an outstanding image creation of the chefs, and other professionals, as restauranters , nutritional specialists, students and technologists speeches, including press officers, journalists and critics. The new proposals and food choices are now disclosed by these actors within a show, where the audience is asked to participate in blogs, television, radio, newspapers, reality shows and magazines in the area. This confluence arises our research question: how the communicative devices from luxury magazines intervene in the construction of a show in which chefs are transformed into celebrities and as such promote new food fashion to be followed? The research corpus is composed of 25 copies of the magazines: Gula, Alta Gastronomia, Menu, Prazeres da Mesa e Go Where-Gastronomia, published in an interval of five years, since 1991, as well as the annual guide gastronomic magazine SEE Eating and Drinking in the period 2004-2010. The analysis methodology used in this research was the analysis of discourse anchored in Charaudeau and Prado, from which we study the contracts of communicative media printed evaluated. In addition to the bibliographic resources, the study was conducted in the field, with participant observation, interviews with Brazilian professionals and foreigners working in the gastronomic field and questionnaires administered to students. The central hypothesis indicates that the chefs presented as celebrities become the central characters of narratives of speakers of an emerging market power, which excels in dictating rules and models to keep a new cycle of active consumption. The concept of the field of gastronomy is supported by Bourdieu and culinary capital is presented by Naccarato and Ms. LeBesco. Aspects of the spectacle, which embodies the cuisine, were approached from Debord. Besides authors who discuss semiotics and socio cultural urban consumption, to address aspects relevant to food anthropology, this study is based on Arnaiz and Contreras / como celebridades no período do boom da gastronomia no Brasil, examinando a lógica do espetáculo inerente aos novos modelos alimentares implantados nos últimos 20 anos. A gastronomia ganhou importância no Brasil a partir de 1990, passando a ser valorizada e exposta nos diversos meios de comunicação. No cenário construído nesse contexto, resultam destacadas as figuras dos chefs de cozinha, além de outros profissionais, como restauranters, especialistas da área de alimentação, estudantes e tecnólogos de discursos, entre os quais assessores de imprensa, jornalistas e críticos. As novas propostas e escolhas alimentares passaram a ser divulgadas por esses atores no âmbito de um espetáculo, em que o público é convocado a participar em blogs, programas de televisão, rádio, jornais, reality shows e em revistas especializadas na área. Nessa confluência se coloca nossa questão de pesquisa: como os dispositivos comunicativos das revistas de luxo intervêm na construção de um espetáculo em que os chefs de cozinha são transformados em celebridades e, como tais promovem novas modalizações alimentares para serem seguidas? O corpus da pesquisa é constituído por 25 exemplares das revistas: Gula, Alta Gastronomia, Menu, Prazeres da Mesa e Go Where-Gastronomia, publicadas em um intervalo de cinco anos, desde 1991, bem como o guia anual gastronômico da revista VEJA, Comer e Beber, no período de 2004 a 2010. A metodologia de análise empregada nesta pesquisa foi a análise do discurso, ancorada em Charaudeau e Prado, a partir da qual estudamos os contratos comunicativos das mídias impressas avaliadas. Além dos recursos bibliográficos, a pesquisa foi desenvolvida em campo, com a observação participativa, entrevistas elaboradas com profissionais brasileiros e estrangeiros que atuam na gastronomia e questionários aplicados a estudantes. A hipótese central indica que os chefs de cozinha, apresentados como celebridades, passam a ser os personagens centrais de narrativas dos enunciadores de um mercado emergente da alimentação, que prima em ditar regras e modelos para manter um novo ciclo de consumo ativo. O conceito de campo da gastronomia está apoiado em Bourdieu e o de capital culinário é o apresentado por Naccarato e LeBesco. Os aspectos do espetáculo, no qual se insere a gastronomia, foram abordados a partir de Debord. Além de autores que discutem a semiótica e o consumo sócio cultural urbano, para abordar os aspectos relevantes à antropologia da alimentação, este estudo está fundamentado em Arnáiz e Contreras

Syfte: Mänskligheten strävar alltid efter att utvecklas och kreativitet är en central del i processen då världen ständigt blir mer komplex. Forskning inom området kreativitet är således en nödvändighet för ett modernt och framåtsträvande samhälle. Likaså inom marknadsföring ges kreativitet utrymme då marknaden idag är hårt konkurrensutsatt och utsatt för ett överflöd av marknadsföring. Det är därför av stor vikt att differentiera sig från mängden för att bli uppmärksammad och kreativitet är en betydelsefull del i att göra marknadsföring synlig. Syftet med studien är att söka förståelse kring vilka kreativa marknadsföringskomponenter som bidrar till uppmärksamhet samt hur de påverkar graden av uppmärksamhet. Syftet är även att minska det existerande forskningsgapet inom området.Design/metod: En empirisk undersökning av uppmärksammade reklamfilmer har gjorts för att uppnå studiens syfte och inspiration är till stor del hämtad från kulturanalys. Studien innehåller en kvalitativ analys av nio reklamfilmer där fyra marknadsföringskomponenter med koppling till kreativitet har identifierats och analyserats. De komponenter som inkluderats i studien är originalitet, humor, storytelling samt kändiseffekt och tidigare forskning och teorier inom dessa områden har legat till grund för studien.Resultat: Resultatet av studien visar att samtliga marknadsföringskomponenterna återfanns i fem av de nio reklamfilmer som analyserades. Originalitet och storytelling återfanns i de fyra resterande reklamfilmerna. Samtliga av komponenterna konstateras därför bidra till att öka uppmärksamheten kring en reklamfilm dock i olika stor utsträckning. Originalitet och storytelling är tillsynes en nödvändighet medan humor och kändiseffekten är komponenter som kan öka chanserna ytterligare för en reklamfilm att nå stor uppmärksamhet. Studien har även resulterat i slutsatsen att humor i större utsträckning återfinns bland uppmärksammade reklamfilmer. Studien bekräftar även tidigare forskning som visar att oväntade element är den form av humoristisk reklam som till största delen återfinns i dagens reklam.Framtida forskning: För framtida forskning rekommenderas det att studien utökas med analys av fler mediekanaler, observationer under längre tidsperiod samt intervjuer med respondenter som för första gången utsätts för reklamen. Det för att öka överförbarheten samt trovärdigheten och göra studiens resultat mer generellt applicerbart inom marknadsföring. / Program: Civilekonomprogrammet

The purpose with this essay was to study the relationship between gambling companies marketing through a celebrity and the ways gambling is portrayed in commercials. We combined a multimodal analysis with semiotic elements and a group interview in order to explain and get an understanding of gambling companies ways to market their services. The theories used were McCracken’s Meaning transfer model which tells us about the importance of a good relationship between celebrities and gambling companies. The theory Brand identity by Lynn B. Uppshaw, which tells us about how companies brands can be seen from different perspectives. Stuart Hall’s communication model Encoding/Decoding were applied to increase the understanding of how recipients decode messages and these all three theories combined with the method helped to answer our focusing questions.   The empirical material is based on different gambling companies TV commercials where celebrities participate and the interview responses from the participants in the group interviews. The study started with a short overview of nine gambling commercials that together with the depth-analysis of three focus commercials gave us the result that gambling is mostly incoherent. The interviews showed us that recipients of gambling commercials do not see the message as appealing. These two findings led us to the conclusion that the message won’t be appreciated if celebrities do not have a strong connection to the companies products or services. Interestingly enough, the same results where seen when there was a strong connection between the company and the celebrity: the message still appeared false and intrusive. This is because the recipients are aware of what the backdrop is with the advertisements and how it can affect their consumption process and the fact that consumers are becoming increasingly critical of gambling advertising in a media landscape where advertising is constantly exposed.

De senaste decennierna har utbudet av matlagningsprogram och kokböcker ökat dramatiskt, samtidigt som samhället blivit allt mer jämställt. Trots detta är de professionella köken fortsatt kraftigt mansdominerade platser som kvinnor aktivt exkluderas ifrån. Föreliggande studie utforskar därför, ur ett genusperspektiv, hur två vinnare av Sveriges Mästerkock konstrueras i sina kokböcker. Analysen utförs inom ramen för den kritiska diskursanalysen och utgår från en socialkonstruktivistisk syn på språk och makt. Studien intar även en feministisk ansats där Yvonne Hirdmans teori om genussystemet är den huvudsakliga utgångspunkten för förståelsen av samhällets förmåga att reproducera könsnormer. Materialet består av Erik Hammars bok Min franska matresa och Klara Linds bok Sydamerika – min matpassion som ges ut av Bonnier Fakta. Syftet är att undersöka hur Klara och Erik konstrueras i sina kokböcker och om böckerna bidrar till att upprätthålla dikotomin mellan det manliga och kvinnliga köket. För att åstadkomma detta används kvantitativa metoder från den systemisk funktionella grammatiken i kombination med kvantitativ innehållsanalys.Resultatet visar att Erik konstrueras som en aktiv, framgångsrik kock till skillnad från Klara som framställs som mer passiv och familjeorienterad. Förekomsten av teman skiljer sig markant böckerna emellan där Eriks bok främst refererar till tävlingsprogrammet och franska rätter och tekniker vilket inte sker i Klaras fall. Detta bidrar tillsammans till att böckerna bidrar till att reproducera dikotomin mellan det manliga och kvinnliga köket.