A Discourse Analysis of BMW and Ford Advertisements

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A Discourse Analysis of BMW and Ford Advertisements

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dc.contributor.advisor Trčková, Dita
dc.contributor.author Brieda, Roman
dc.date.accessioned 2016-05-11T13:04:59Z
dc.date.available 2016-05-11T13:04:59Z
dc.date.issued 2015-11-13
dc.identifier Elektronický archiv Knihovny UTB
dc.identifier.uri http://hdl.handle.net/10563/35318
dc.description.abstract Hlavnou úlohou tejto práce je analýza presvedčovacích techník použitých v jednotlivých reklamách od spoločností Ford a BMW. Cieľom je vyhodnotiť použité presvedčovacie techniky a viesť diskusiu o ich efektívnosti v schopnosti presvedčiť zákazníka o kúpe produktu. Teoretická časť predstavuje pojmy ako diskurs, reklamný diskurz, diskurzívna analýza, reklama a automobilová reklama. Taktiež preberá presvedčovacie techniky ako AIDA model, Logos, Pathos, Ethos a v poslednom rade predstavuje vizuálne a verbálne presvedčovacie nástroje. V praktickej časti sú analyzované a vyhodnocované jednotlivé presvedčovacie prvky použité v reklamách z korpusu.
dc.format 52 s. (84 519 znakov)
dc.format.extent 16108239
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně
dc.rights Bez omezení
dc.subject diskurz cs
dc.subject reklama cs
dc.subject BMW cs
dc.subject ford cs
dc.subject analýza cs
dc.subject presvedčovanie cs
dc.subject zákazníci cs
dc.subject discourse en
dc.subject advertisement en
dc.subject BMW en
dc.subject ford en
dc.subject analysis en
dc.subject persuasion en
dc.subject customers en
dc.title A Discourse Analysis of BMW and Ford Advertisements
dc.title.alternative A Discourse Analysis of BMW and Ford Advertisements
dc.type bakalářská práce cs
dc.date.accepted 2016-06-13
dc.description.abstract-translated The main objective of this thesis represents an analysis of persuasive techniques, incorporated in each advertisement from BMW and Ford companies. The aim of this thesis is to evaluate used persuasive techniques and discuss its effectiveness in ability to persuade a customer to purchase the product. The theoretical part describes terms as discourse, advertising discourse, discourse analysis, and advertisement. It also discusses persuasive devices like AIDA model, Logos, Pathos, and Ethos. The verbal and visual persuasive devices are discussed in the last part of the theoretical part. The practical part is devoted to practical analysis that examines persuasive devices and strategies incorporated in advertisements from the corpus.
dc.description.department Ústav moderních jazyků a literatur
dc.thesis.degree-discipline Anglický jazyk pro manažerskou praxi cs
dc.thesis.degree-discipline English for Business Administration en
dc.thesis.degree-grantor Univerzita Tomáše Bati ve Zlíně. Fakulta humanitních studií cs
dc.thesis.degree-grantor Tomas Bata University in Zlín. Faculty of Humanities en
dc.thesis.degree-name Bc.
dc.thesis.degree-program Filologie cs
dc.thesis.degree-program Philology en
dc.identifier.stag 41789
utb.result.grade C
dc.date.submitted 2016-05-06
local.subject osobní automobily cs
local.subject reklamní strategie cs
local.subject vizuální řeč cs
local.subject reklamní texty cs
local.subject passenger cars en
local.subject advertising strategy en
local.subject visual communication en
local.subject advertising copy en


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