Cause-Related Marketing(CRM), which was initiated by American Express Company in 1981 to support the arts in San Francisco raising fund. Many academic researches have tried to discover the benefit and risk of CRM since 1990s. Print advertisement is a main channel for CRM. Therefore, how to structure CRM ads, especially for the focus of visual component, will be important in CRM campaigns. Based on previous studies relevant to charitable donations, this study compares the effects of cause-focused and product-focused CRM ads through experimental design method. In addition, donation magnitude and consumer mood are also considered to observe how they sway the effectiveness of CRM ads. The present study employs an experimental design to investigate the effects of the types of visual component (cause-focused vs. product-focused), donation magnitude (5% of invoice price vs. 20% of invoice price) and consumer mood (positive vs. negative) on CRM effectiveness. A 2x2x2 factorial design is conducted. Eight different scenarios are established and the ad effects are measured by purchase intention and attitude toward the brand. The results indicate that the cause-focused ads are more effective than the product-focused ads. Although donation magnitude does not make a difference in a cause-focused ad, but low donation magnitude leads to higher purchase intention when a product-focused ad is presented. Positive mood facilitates the advertising effects of cause-focused ads. Finally, low donation magnitude and positive mood enhance the advertising effects of product-focused ads. The implications of these findings are discussed as well as the limitations and directions for future research.

The subject of this diploma thesis is the harmony of the visual and verbal component in childrens' books. In the theoretical part, fundamental definitions of the underlying terms (visual component, ilustrator, verbal component in its written context, writer) with respect to scientific literature are given. Further, carefully selected opinions of experts on childrens' literature are delved into and supplmeneted with author's comments. The popularization of books for children is to be credited not only to experts from the specified field, but also to individuals who promote them to the general public by recognition awards. A detailed overview of authors of the past 70 years, i.e. from the turn of the first and second half of the 20th century up until today, is presented. The harmony of both, the visual and verbal component present in their works is further enquired. Selected books are introduced and classified in terms of the connection of their text and artistic components. The practical part of this thesis introduces the aggregate of conclusions drawn from teaching four lessons on the subject of literary education and an additional lesson on art education. The book used in class was Frantisek Skala's "Jak Cilek Lidu nasel". This work presents the preparation materials, descriptions of the lessons...