Tools of Persuasion in Advertising in Women's Magazines

This master thesis examines which tools of persuasion are used in advertising in Czech women's magazines. The analysis was conducted on the titles of Svět ženy and Elle in the second half of 2018. The theoretical part of this work is first focused on the media landscape in the Czech Republic in the field of women's magazines and explains the basic relevant terms. Then, the difference between rational and emotional argumentation in advertising is presented and looks into the factor of involvement in the purchasing decision process. At the end of the theoretical part of the thesis, there are described concrete specific fallacies that appear in advertising communication. The practical part of this thesis examines these phenomena in advertisements in the above-mentioned titles. The specific methods used in the research are content and semantic analysis. The outputs of quantitative research are presented by means of graphs and tables, in qualitative research, there are text blocks used. The thesis confirmed the hypothesis that emotional rather than rational arguments often appear in the advertisements. It was not possible to confirm nor refuse the hypotheses concerning the advertisers. Next, nearly 15 fallacies were identified on a sample of 5 advertisements across other media titles.Tato diplomová práce zkoumá, který druh argumentačních prostředků používají zadavatelé v reklamě v českých ženských časopisech, přičemž analýza je provedena na titulech Svět ženy a Elle v období druhé poloviny roku 2018. Teoretická část této práce nejprve zkoumá mediální krajinu v ČR v oblasti ženských časopisů a objasňuje základní používané pojmy. Poté se věnuje rozdílem mezi racionální a emocionální argumentací v reklamě a aspektem zaujetí v procesu nákupního rozhodování. Na závěr teoretické části práce jsou popsány mnohé konkrétní argumentační chyby, které se v objevují v reklamní komunikaci. Praktická část této práce potom zkoumá tyto fenomény v inzerátech v dříve jmenovaných titulech. Konkrétní metody, které výzkum používá jsou obsahová a sémantická analýza. Výstupy kvantitativního výzkumu jsou prezentovány za pomocí grafů a tabulek, u kvalitativního výzkumu se pak jedná o textové bloky. Práce potvrdila hypotézu, že se v daných reklamách častěji objevují emocionální než racionální argumenty. Nepovedlo se jednoznačně potvrdit či vyvrátit hypotézy, týkající se zadavatelů reklamních sdělení. Dále bylo identifikováno skoro 15 argumentačních chyb na vzorku 5 inzerátů napříč obou mediálních titulů.Katedra mediálních studiíDepartment of Media StudiesFaculty of Social SciencesFakulta sociálních vě

Communication activities of music festival Colours of Ostrava between 20018-13

Bakalářská práce "Komunikační aktivity hudebního festivalu Colours of Ostrava v letech 2008-13" se zabývá analýzou marketingové strategie, marketingového mixu a komunikačního mixu konkrétního hudebního festivalu v daném časovém úseku. Cílem teoretické části je podchytit teoretické koncepty výše uvedeného z pohledu specifického segmentu hudebních festivalů. V práci se také nachází stručná analýza dramaturgické změny festivalu, která v daném období proběhla. Dále jsou v práci popsány konkrétní komunikační trendy a příklady, jak s nimi festival Colours of Ostrava pracuje. Na závěr je komunikace zhodnocena a autorka přidává několik osobních doporučení.The bachelor thesis "Communication activities of the Colours of Ostrava Music Festival 2008-13" analyses the marketing strategy, the marketing mix and the communication mix of the particular music festival in the given timeframe. The aim of the theoretical part is to capture the theoretical concepts mentioned above from the point of view of the specific segment of music festivals. There is also a brief analysis of the dramaturgical changes that took place during the given period. Furthermore, specific communication trends are described and examples of how Colours of Ostrava uses them are given. Finally, all communication activities are evaluated and the author adds some personal recommendations.Department of Marketing Communication and Public RelationsKatedra marketingové komunikace a public relationsFakulta sociálních vědFaculty of Social Science

Tools of Persuasion in Advertising in Women's Magazines

This master thesis examines which tools of persuasion are used in advertising in Czech women's magazines. The analysis was conducted on the titles of Svět ženy and Elle in the second half of 2018. The theoretical part of this work is first focused on the media landscape in the Czech Republic in the field of women's magazines and explains the basic relevant terms. Then, the difference between rational and emotional argumentation in advertising is presented and looks into the factor of involvement in the purchasing decision process. At the end of the theoretical part of the thesis, there are described concrete specific fallacies that appear in advertising communication. The practical part of this thesis examines these phenomena in advertisements in the above-mentioned titles. The specific methods used in the research are content and semantic analysis. The outputs of quantitative research are presented by means of graphs and tables, in qualitative research, there are text blocks used. The thesis confirmed the hypothesis that emotional rather than rational arguments often appear in the advertisements. It was not possible to confirm nor refuse the hypotheses concerning the advertisers. Next, nearly 15 fallacies were identified on a sample of 5 advertisements across other media titles

Targeted Polymer-Based Probes for Fluorescence Guided Visualization and Potential Surgery of EGFR-Positive Head-and-Neck Tumors

This report describes the design, synthesis and evaluation of tumor-targeted polymer probes to visualize epidermal growth factor receptor (EGFR)-positive malignant tumors for successful resection via fluorescence guided endoscopic surgery. Fluorescent polymer probes of various molecular weights enabling passive accumulation in tumors via enhanced permeability and retention were prepared and evaluated, showing an optimal molecular weight of 200,000 g/mol for passive tumor targeting. Moreover, poly(N-(2-hydroxypropyl)methacrylamide)-based copolymers labeled with fluorescent dyes were targeted with the EGFR-binding oligopeptide GE-11 (YHWYGYTPQNVI), human EGF or anti-EGFR monoclonal antibody cetuximab were all able to actively target the surface of EGFR-positive tumor cells. Nanoprobes targeted with GE-11 and cetuximab showed the best targeting profile but differed in their tumor accumulation kinetics. Cetuximab increased tumor accumulation after 15 min, whereas GE 11 needed at least 4 h. Interestingly, after 4 h, there were no significant differences in tumor targeting, indicating the potential of oligopeptide targeting for fluorescence-navigated surgery. In conclusion, fluorescent polymer probes targeted by oligopeptide GE-11 or whole antibody are excellent tools for surgical navigation during oncological surgery of head and neck squamous cell carcinoma, due to their relatively simple design, synthesis and cost, as well as optimal pharmacokinetics and accumulation in tumors