Title: Comparison of Proposals for Club's Sponsors in Czech League of American Football Targets: The main target of the thesis is to compare the proposals for the club's sponsors in the highest league of American football in the Czech Republic and suggest the recommendations for content of the proposals. Methods: Mixed research was used to achieve the target of the thesis, including an evaluation case study and an electronic survey. Results: The results of the research show the proposal of the Prague Black Panthers is the best processed. A long-term research is needed to prove it, but the results of the research show there might be a relationship between quality of the proposal, budget and the sports achievements of the club. The comparison of the current proposals with the sport marketing theory shows an inadequate proposal processing and lack of essential information which are important for the potential sponsors. Keywords: sport marketing, comparison, sponsorship, advertising, list of advertisement options, american football

The Comparative Advertising - development of regulation in the Czech legal order Resumé My thesis analyzes the legal regulation of the comparative advertising in the Czech Republic. It deals not only with the current legislation, but it looks at the historical development and future perspectives too. The goal of my thesis is to provide a thorough guide to the development of its legal regulation within the particular eras of the Czech history, describe different approaches of legislators, judges and professionals, and eventually, I try to evaluate the current situation and draw conclusions. At the very beginning after my introduction I put a short chapter containing a few words about the term "comparative advertising" itself and about the different types of comparative advertising. Then, in the following chapter I chronologically address the issues of legal legislation in the history of the Czech Republic: the first part is dedicated to the time period of so called "First Republic" and its Law on protection against unfair competition and its vast judicature. The second part is concerned with the socialist era in our history, the complete rejection of the economic competition as such and the logical decline in the interest in the unfair competition legislation. The last two parts of this chapter mention the...

Marketing research of reasons of companies to sports sponzorship in times of economic crisis Objectives: The aim of this work is using marketing research to determine how reasons of companies to sports sponsorship are changed in times of economic crisis. In assessing the reason of companies we observe whether size and regional focus of the company have an impact on sports sponsorship. Work shows differences in sponsorship of sport before the crisis and during crisis. Methods: Gain of necessary information has been made by questionnaire. Questionnaires were sent by emails to participated companies. Results: Financial crisis didn't touched sport branch so much how it was expected. Results show that companies sponsored more sport branches than in past. This doesn't mean there were more financial resources in sport. For smaller companies amount of money increased in percent for sponsoring, but for bigger companies is situation opposite. We can say just the same in absolute amount also. It's thus possible that sport gained less financial resources during financial crisis, because degradation affected bigger companies. We can say smaller companies were hit by crises in smaller extent than bigger companies. Key words: marketing communication, communication mix, sponsorship, sports advertising,...

Gender stereotypes and the prejudices associated with them are a frequently discussed issue in the society as well as in the academic world. Even though there is certain evidence of the changes in the media presentation of masculine and feminine roles, the stereotypical illustration of men and women still persists and the media have a significant impact on gender socialisation (Renzetti, Curran, 2003). TV advertising is a typical example of a media format presenting masculine and feminine genders unequally. This thesis examines this assumption focusing on the TV advertising of cars. I also follow-up on my bachelor thesis in which I dealt with the gender stereotypes in the TV advertising for children. In the research background and theory I concentrate on the general understanding of the biological and social views of gender, gender development and gender socialisation. I also provide a short introduction to the media as well as TV advertising theory. The methodological part explains the reasons for the usage of the selected research method and forms guidelines for the data analysis. 54 unique advertisements were analysed using quantitative content analysis which examined 24 variables associated with the three main categories: the advertising itself, the promoted car(s) and the participating...

This diploma thesis discusses the process of celebritization of sportsmen. This phenomenon is illustrated with a form of the media coverage of sporting career of gymnast Věra Čáslavská, speed skater Martina Sáblíková and tennis players Jan Kodeš and Tomáš Berdych. The thesis compares socialist journals Československý sport and Lidová demokracie and current periodicals Sport and Lidové noviny. The work deals with the characteristics of the concept of celebrity, history of sports celebrities, types of people who are likely to become a celebrity, and social status of athletes. The articles related to the selected sportsmen were examined through content analysis. Researched texts were divided into prepared categories (professional life, lifestyle, relationships, love life, appearance, personality, children, health, advertising). This quantitative research was followed by qualitative research methods, which focused on athletes in the advertising industry. The method consisted of examining the articles about advertising activities of athletes. The work also deals with the description of life and sports career of gymnast Věra Čáslavská. The information comes from the media coverage of contemporary prints, which describes not only her athletic career, but also the period after 1990.

Title: Ice Hockey Match as a Means of Marketing Communication Objective: Analyse of individual sports advertisement types realized through hockey match from sponzor's perspective. Methods: Qualitative research, case study, personal questionnaire, observation Results: Analysis evaluation of individual sports advertisement types. Keywords: Sports marketing, marketing communication, advertisement in sport, sponsorship, ice hockey

This diploma thesis aims to analyse the lexical aspect of the contemporary Dutch language, particularly the influence of foreign languages on the state of Dutch advertising language. A short summary of the changes in language throughout the 20th century is described in the first part of the thesis. The chapters which follow are dedicated to the current specifics of the Dutch vocabulary and the current possibilities of its expanding, including the problematics,of lexical borrowings in Dutch. The specific aspects of advertising and its language also have to be introduced because of the possible consequences on the results of the analysis. In the practical part of the thesis, the own corpus, methodology and hypothesis are presented on the basis of the described secondary literature. Finally, the corpus analysis follows where all relevant results of the lexical analysis are discussed, both qualitatively and partly quantitatively.

This diploma thesis engage in the manipulation aimed at primary school children, especially manipulation of commercial and its effect on the child recipient. The theoretical part of thesis defines terms manipulation, media and advertisement, as well as media education in the current curriculum, in the general educational program and in the textbooks for 1st primary schools. The empirical part of thesis is divided into the methodical unit and experimental unit. The methodical unit describes the implemented project for advertisement and defense against media manipulation. Observations took place during the project, the results of this observation are described in the experimental unit. It is included questionnaire survey and its analysis. The last part of this thesis is concept of methodics, which outlines strategies to help prevent the possible manipulation.

The focus of this diploma thesis is the development and change in printed media. It is aimed at fashion periodicals from their beginning to present time. Czech mutations of ELLE and Harper's Bazaar were chosen as specific examples. The thesis is divided into several independent sections. In the first one, terms and theoretical solutions are defined and later further examined. The theory of parasocial interaction is used to view the chosen media as if they were individuals able to establish relationships with their readers through social media. Media are also assessed as a constituent of an industry field, in which rivalries take place and therefore it is necessary to adjust to the changing technological environment. Next part of the thesis is an attempt to describe the development of fashion magazines with an extra focus on visual transformation as well as on the change of communication strategies towards readers. Situation abroad and in the Czech Republic is detailed. In the practical section, there is an attempt at answering the research question, what are the communication options and how are they used in the traditional printed fashion magazines in the online setting. This part is based on quality and quantity methods such as questionnaires, elite interview, descriptive analysis of web pages...

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...