Vyobrazování vzdáleného utrpení v reklamě a jeho důsledky

• Název práce v češtině: Vyobrazování vzdáleného utrpení v reklamě a jeho důsledky
• Název v anglickém jazyce: Portrayal of distance suffering in advertising and its consequences
• Klíčová slova: Nezisková reklama, vyobrazení utrpení, etika, reklama, neziskové organizace, lítost
• Klíčová slova anglicky: NGOs advertising, pity, ethics, ethics in advertising, compassion, portrayal of suffering, suffering
• Akademický rok vypsání: 2018/2019
• Typ práce: bakalářská práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 16.07.2019
• Datum zadání: 16.07.2019
• Datum a čas obhajoby: 25.06.2020 00:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
• Datum odevzdání elektronické podoby: 21.05.2020
• Datum proběhlé obhajoby: 25.06.2020
• Oponenti: Mgr. Ing. David Klimeš, Ph.D.

Seznam odborné literatury

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Předběžná náplň práce

Bakalářská práce Vyobrazování vzdáleného utrpení v reklamě a jeho důsledky pojednává o fenoménu, kdy neziskové organizace ve své komunikaci používají cizí utrpení, aby získaly pozornost a monetární podporu diváků. Záměrem práce je představit etické a jiné problémy spojené s tímto přístupem a představit k němu alternativy. Praktická část práce spočívala v hloubkových rozhovorech, v nichž autorka zkoumala emocionální reakce respondentů při sledování trpícího chlapce. Zároveň pak respondentům představila alternativní přístupy a sledovala jejich dopad. V potaz byla prána jak emocionální reakce, tak postoj k neziskovým organizacím a trpícím samotným.

Předběžná náplň práce v anglickém jazyce

The bachelor thesis “Portrayal of Distant Suffering and its Consequences“ focuses on NGO's advertising – particularly on a phenomenon of the portrayal of distant suffering. The goal of this thesis is to uncover ethical and other problems connected to this kind of advertising. It has been widely described in psychology and philosophy literature that such portrayals bare many negative side-effects (dehumanisation of the sufferer for example). The author has also introduced some alternatives to this approach. In the research part, 8 qualitative interviews were conducted to uncover people's emotions while watching suffering. Respondents were also presented with alternative approaches so the work could conclude what the best approach is.