| dc.contributor.advisor |
Horňák, Pavel
|
|
| dc.contributor.author |
Podstupková, Soňa
|
|
| dc.date.accessioned |
2012-03-09T01:22:28Z |
|
| dc.date.available |
2012-03-09T01:22:28Z |
|
| dc.date.issued |
2011-04-21 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/14813
|
|
| dc.description.abstract |
Diplomová práca sa zaoberá problematikou sloganov v reklame. Je rozdelená do 7 kapitol. Prvá predstavuje stručný úvod do problematiky- priestor je venovaný definícii pojmu, jeho zaradeniu do marketingového mixu, deleniu sloganov a ponímaniu kreativity. Druhá kapitola je tvorená teoretickými vedomosťami o výstavbe sloganov, tretia pozostáva z náhľadu na samotnú tvorbu, požiadaviek na slogany i jeho autora (copywritera). Nasledujúca kapitola sa zaoberá problematikou prekladov. Praktická časť je tvorená analýzou klišé, sloganov vo vybraných odvetviach a emočných apelov. Jedna z kapitol predstavuje výsledky prieskumu odhaľujúceho vzťah respondentov k sloganom. Projektová časť pozostáva z vlastnej tvorby- adaptácie zahraničných, tvorby pôvodných a úpravy existujúcich sloganov, doplnených odporúčaniami. |
cs |
| dc.format |
101 s. |
cs |
| dc.format.extent |
1354758 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
sk |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
slogan
|
cs |
| dc.subject |
reklama
|
cs |
| dc.subject |
copywriter
|
cs |
| dc.subject |
text
|
cs |
| dc.subject |
klišé
|
cs |
| dc.subject |
kreativita
|
cs |
| dc.subject |
humor
|
cs |
| dc.subject |
značka
|
cs |
| dc.subject |
marketing
|
cs |
| dc.subject |
imidž
|
cs |
| dc.subject |
slogan
|
en |
| dc.subject |
tagline
|
en |
| dc.subject |
themeline
|
en |
| dc.subject |
advertising
|
en |
| dc.subject |
copywriter
|
en |
| dc.subject |
text
|
en |
| dc.subject |
cliché
|
en |
| dc.subject |
creativity
|
en |
| dc.subject |
humour
|
en |
| dc.subject |
brand
|
en |
| dc.subject |
marketing
|
en |
| dc.subject |
image
|
en |
| dc.title |
Problematika sloganů v reklamě |
cs |
| dc.title.alternative |
The Slogan Issue in Advertising |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Navrátilová, Svatava |
|
| dc.date.accepted |
2011-05-27 |
|
| dc.description.abstract-translated |
The thesis deals with the slogans in advertising. It is divided into 7 chapters. The first is a brief introduction - space is devoted to the definition of the concept, its inclusion in the marketing mix, division of slogans and notion of creativity. The second chapter consists of theoretical knowledge for the construction of slogans, the third consists of a preview of requests for slogan creation and its author (copywriter). The next chapter deals with translations. The practical part consists of analysis of cliches, slogans in selected sectors and emotional appeals. One chapter presents the results of a survey revealing the relationship of respondents with the slogan. Project section consists of practical work - adaptation of foreign slogans, creation of original ones and modification of existing slogans accompanied by a recommendations. |
en |
| dc.description.department |
Ústav marketingových komunikací |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/185
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.thesis.degree-discipline |
Marketingové komunikace |
cs |
| dc.thesis.degree-discipline |
Marketing Communications |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta multimediálních komunikací |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Multimedia Communications |
en |
| dc.thesis.degree-name |
Mgr. |
cs |
| dc.thesis.degree-program |
Mediální a komunikační studia |
cs |
| dc.thesis.degree-program |
Media and Communications Studies |
en |
| dc.identifier.stag |
18416
|
|
| dc.date.assigned |
2010-12-01 |
|
| utb.result.grade |
A |
|
