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Tema završnog rada je izrada videoprezentacije za tvrtku Vin-prom d.o.o.. U radu je opisan detaljan postupak izrade videoprezentacije, tj. opisani su koraci, od predprodukcije, produkcije i postprodukcije pa sve do finalnog završetka same videoprezentacije. Cilj ove videoprezentacije je predstaviti tvrtku Vin-prom d.o.o. koja se nalazi u Gračecu u općini Brckovljani te pokazati čime se ona bavi, a ujedno služi i za promoviranje same tvrtke i njihovih proizvoda. Predstavit će se sam proces proizvodnje, što je sve potrebno napraviti kako bi se dobio kvalitetan proizvod. Na kraju će se provesti anketa te kroz različita pitanja vezana za videoprezentaciju otkriti koliko je upravo videoprezentacija bila uspješna. The topic of the final paper is the creation of a video presentation for the company Vin-prom d.o.o.. The paper describes the detailed process of creating a video presentation, i.e. the steps from pre-production, production and post-production to the final completion of the video presentation itself. The goal of this video presentation is to present the company Vin-prom d.o.o. which is located in Gračec in the municipality of Brckovljani and to show what it does, and at the same time it serves to promote the same company and their products. The production process itself will be presented, everything that needs to be done in order to obtain a quality product. At the end, a survey will be conducted and, through various questions related to the video presentation, it will be revealed how successful the video presentation was.

Badanie eksperymentalne korelacji między rozwojem poznawczym dzieci, a odbiorem reklam telewizyjnych.

Reklame se smatraju sastavnim dijelom svakodnevice suvremenoga čovjeka. Osnovna im je svrha privući što veći broj kupaca s krajnjim ciljem ostvarivanja što veće dobiti. Načini kojima sastavljači reklama to postižu prije svega su raznovrsni a to se među ostalim postiže različitim jezičnim igrama, strategijama i tehnikama. U ovome su radu kratko objašnjene spomenute jezične strategije i tehnike te su navedena osnovna obilježja reklama. Jedna od važnih karakteristika jezika reklama svakako je sloboda. Reklame pripadaju zasebnomu, multimedijskomu diskursu u kojemu se isprepliću različiti elementi zvuk, slika, boja i tekst. S obzirom na to, one se ne mogu svrstati ni u jedan od pet funkcionalnih stilova standardnoga jezika, ali u pojedinim se reklamnim porukama jasno mogu uočiti obilježja svakoga od njih. Iako reklame pripadaju zasebnom i slobodnom stilu u kojem je sve dopušteno, sastavljači reklamnih poruka trebali bi poznavati i poštivati hrvatsku standardnojezičnu normu. Svjesno odstupanje od jezične norme vidljivo je i prihvatljivo, no nesvjesno je pokazatelj nepoznavanja hrvatskoga standardnoga jezika. U ovom se radu provjerava koliko se u reklamnim porukama na području Splitsko-dalmatinske županije i u pojedinim mrežnim reklamama odstupa od standardnojezičnih norma te od koje se norme pritom najčešće odstupa., Commercials are considered an integral part of everyday life of a modern man. Their main purpose is to attract a large base of consumers and secure a large profit. Advertisers resort to various methods to achieve this goal. This is achieved using inventive linguistic structures, strategies and techniques. This thesis is an overview of the afore-mentioned linguistic strategies and techniques and of the basic principles of advertising. One of the important characteristics of the language of advertising is its autonomy. Advertisements belong to a separate, multimedia discourse which combines different elements such as sound, image, colour and text. That being said, the language of advertising cannot be placed into any of the five functional styles of the standard language, but the characteristics of each of those are definitely present in the language of commercials. Even though the advertising language belongs to a separate, free style sphere in which everything is allowed, ad creators should be familiar with and respectful of the standard language norm. Conscious deviation from the language norm is visible and acceptable, but unconscious deviation is an indicator of poor knowledge of Croatian standard language. This thesis also looks into kinds and frequency of deviation from the norm in the advertising language in Split-Dalmatia County and in individual online advertisements

Ushbu maqola sun’iy intellekt tizimlarining tarixi, insoniyat faoliyatida tutgan o’rni va sun’iy intellekt tizimlarini hayotga tatbiq qilishning ahamiyati yoritilgan.

Mamlakatimiz jadallik hamda o‘ziga xos qiyinchiliklar bilan bozor iqtisodiyotiga moslashayapti. O‘zining tuzilishi bilan yetarlicha qiyin bo‘lgan bu jarayon fuqarolarning dunyoqarashi va o‘zini tutishi jihatidan juda katta vazifalarni o‘rtaga qo‘yadi. Hozirgi kecha-kunduzda ijtimoiy hayotni reklamalarsiz tasavvur etib bo‘lmaydi. Chunki reklama kundalik ehtiyojga, aniqroq qilib aytganda bozor talabiga aylanib qoldi. Ushbu maqolada prodyuserlik faoliyatida reklamaning o'rni xususida so'z yuritildi

Artykuł opisuje częste obecnie zjawisko wykorzystywania w celach komercyjnych słowa park w nazwach obiektów miejskich, głównie osiedli mieszkaniowych. Nazwy te łudzą obietnicą życia w korzystnych warunkach, przesłaniając fakt, że ich budowanie nieodłącznie wiąże się z uszczuplaniem terenów zielonych w mieście. Firmy deweloperskie przenoszą na tworzone przez siebie nazwy wysoce pozytywne asocjacje, jakie wywołuje tradycyjnie rozumiany park, pierwsza część artykułu przedstawia więc treści semantyczne, które składają się na to pojęcie. Część druga pokazuje, w jaki sposób deweloperzy uzasadniają swe nazwy, kreując ich związek z realnymi cechami lokalizacji lub architektury osiedli, a także łącząc wyraz park z innymi jednostkami leksykalnymi o pozytywnych konotacjach. W konsekwencji słowo park traci na precyzji i samodzielności semantycznej, co otwiera drogę nieporozumieniom, ale także manipulacji i przemocy komunikacyjnej., The article describes the currently common phenomenon of using the word park in names of urban facilities, mainly housing estates, for commercial purposes. These names allude to living in favourable conditions, obscuring the fact that their construction is inherently associated with the depletion of green spaces in the city. Development companies transfer to the names of their estates the highly positive associations that a traditionally understood park evokes, thus the first part of the article presents the semantic content of this word. The second part shows how developers justify their names by creating their relationshipwith the real features of the location or architecture of housing estates, as well as combining the word park with other lexical units with positive connotations. As a consequence, the word park loses its precision and semantic independence, which opens the way to misunderstandings, but also to manipulation and communication violence.

The aim of the article is to analyse the content of selected TV commercials and the image of seniors in them. The author draws our attention to the role of the mass media in the contemporary world. She describes the importance and place of television in the life and development of a child, including the disadvantages of watching TV every day and the benefits of using the media wisely. The next part of the article is a reflection on the stereotypical perception of seniors by children and adolescents and the essence of shaping positive attitudes towards retired people in the society. The author emphasizes that eliminating negative stereotypes of seniors and old age should be implemented from a person’s earliest years, including in the preschool and early school age. Taking into account the opinion-forming power of the mass media, it can be assumed that the shaping of attitudes may be strengthened by the image of seniors presented in TV commercials. Therefore, the author analyzes the content of selected advertising spots featuring seniors. The analysis of the documents is aimed at recognizing their appearance, way of being, social relations and economic situation. The conducted research shows that seniors are not presented in a stereotypical way in advertisements. They are active, well-groomed people who use new technologies and have their own hobbies and dreams. Such an image may contribute to shaping a positive attitude towards seniors and old age in the youngest, which is particularly important in the time of demographic changes., Celem artykułu jest analiza treści wybranych reklam telewizyjnych oraz występującego w nich wizerunku seniorów. Autorka zwraca uwagę na rolę mass mediów we współczesnym świecie – opisuje znaczenie i miejsce telewizji w życiu i rozwoju dziecka, wymienia wady codziennego oglądania przez wychowanków programów telewizyjnych oraz korzyści wynikające z rozsądnego korzystania z mediów. Dalszą część artykułu stanowi refleksja na temat stereotypowego postrzegania seniorów przez dzieci i młodzież oraz istoty kształtowania w społeczeństwie pozytywnych postaw wobec osób w wieku emerytalnym. Autorka podkreśla, iż niwelowanie negatywnych stereotypów na temat seniorów i starości powinno być realizowane od najmłodszych lat życia człowieka, także w wieku przedszkolnym i wczesnoszkolnym. Biorąc pod uwagę siłę opiniotwórczą mass mediów, można przypuszczać, że kształtowanie postaw może być wzmacniane poprzez wizerunek seniorów prezentowany w reklamach telewizyjnych. Dlatego autorka analizuje treść wybranych spotów reklamowych, w których występują seniorzy. Zastosowana analiza dokumentów ma na celu rozpoznanie ich wyglądu, sposobu bycia, relacji społecznych oraz sytuacji ekonomicznej. Z przeprowadzonych badań wynika, że nie są oni przedstawiani w reklamach w sposób stereotypowy. Są to ludzie aktywni, zadbani, posługujący się nowymi technologiami, mający swoje pasje i marzenia. Taki obraz może przyczynić się do kształtowania w najmłodszych pozytywnego stosunku do seniorów i starości, co jest szczególnie ważne w czasach przemian demograficznych. &nbsp

Bakalaura darba tēma ir “Viedokļu līderu dalība digitālajā mārketingā uzņēmumā SIA “Avenei” sociālo mediju kontekstā”. Bakalaura darba mērķis ir, pamatojoties uz teorētiskiem aspektiem un veiktā pētījuma rezultātiem, izanalizēt SIA “Avenei” viedokļu līderu dalību digitālajā mārketingā sociālo mediju kontekstā, atklāt nepilnības un sniegt priekšlikumus to novēršanai. Bakalaura darbā ir raksturots viedokļa līderu vispārīgs raksturojums, sadalījums dažādos grupējumos, peļņas gūšanas mehānisms šajā darbības veidā un tiesiskie regulējums. Tāpat tiek novērtēta viedokļa līderu iesaiste B2C un B2B mārketingā, reklāmas veidošanas process un riski mārketingā iesaistot viedokļa līderi. Trešajā daļā tiek analizēta bakalaura darba metodoloģija, intervijas rezultāti un anketēšanas rezultāti. Bakalaura darbs sastāv no 70 lappusēm, 3 nodaļām, 9 apakšnodaļām, 7 pielikumiem, 12 attēliem, 3 tabulām un 70 literatūras avotiem. Atslēgvārdi: viedokļa līderis, viedokļa līderu mārketings, reklāma, sociālie mediji., The bachelor’s thesis theme is "Participation of opinion leaders in digital marketing in the company Avenei LTD in the context of social media". The purpose of the bachelor’s thesis is, based on theoretical aspects and the conducted study, to analyse the participation of opinion leaders in Avenei LTD in the context of social media, detect flaws, and give propositions to prevent them. In the bachelor’s thesis, the general description of the opinion leaders, their distribution in different groupings, the profit-making mechanism of this mode of operation, and the legal framework are given. There is also an evaluation of the opinion leaders’ participation in B2C and B2B marketing, the process of ad making, and the risks of involving an opinion leader in marketing. In the third part, there is an analysis of the methodology of the bachelor’s thesis and the results of surveys and interviews. The work consists of 70 pages, 3 chapters, 9 subsections, 7 annexes, 12 images, 3 tables, and 70 references. Keywords: opinion leader, opinion leader marketing, advertising, social media.

Název práce Jazykový obraz světa a tělesnost: proměny ve vnímání a způsobu zobrazování ženské tělesnosti ve vizuálních médiích Anotace Tato diplomová práce se zabývá otázkou vnímání ženské tělesnosti a způsobu, jakým je zobrazována ve vizuálních médiích (konkrétně v tištěné reklamě), jak se tyto obrazy proměňují v čase, případně jakou mají tyto změny podobu. Snahou práce bude nahlédnout toto téma na pozadí konceptu jazykového obrazu naší společnosti, na základě čehož by se nám mohl naskytnou zajímavý vhled do její vnitřní konstrukce a mechanismů jejího fungování. Klíčová slova: jazykový obraz světa, kategorizace, tělesnost, ženskost, stereotypizace, objektifikace, vizuální média, reklama Thesis title The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays Abstract This diploma thesis discusses the issue of the perception of the female body and the approaches and ways in which it is portrayed in the visual media (specifically in the printed advertisement), how these images changes over time or what form these changes takes. The aim of this thesis is to look at this topic in the background of the concept of the linguistic image of our world, of our society, on the basis of which we...

Bakalaura darba tēma ir reklāmas organizēšana un tās ietekme uz uzņēmuma komercdarbības efektivitāti. Bakalaura darba mērķis ir, balstoties uz reklāmas teorētiskiem aspektiem un organizēto pētījumu, izanalizēt reklāmas pielietojumu uzņēmuma SIA Apranga LV, atklāt nepilnības un sniegt praktiskus ieteikumus uzņēmuma reklāmas aktivitāšu uzlabošanai, lai palielinātu efektivitāti un patērētāju pieprasījumu. Lai sasniegtu šo mērķi, ir noteikti šādi uzdevumi: 1.raksturot reklāmas teorētiskos aspektus; 2.reklāmas ekonomiskās efektivitātes metožu noteikšana; 3.tirdzniecības reklāmas līdzekļu izvēles un izmantošanas izpēte SIA Apranga LV; 4.reklāmas darbības organizācijas analīze SIA Apranga LV; 5.intervēt SIA Apranga LV reklāmas speciālistus, kā arī veikt anketēšanu ar mērķi iegūt informāciju par uzņēmuma reklāmas efektivitāti klientu vērtējumā; 6.apkopot secinājumus un sniegt priekšlikumus SIA Apranga LV uzņēmumam par mārketinga organizēšanas efektivitātes uzlabošanu. Tēmas izvēle prasa sekojošu problēmu analīzi: 1. Reklāmas organizēšanas teorētisko aspektu analīzi tirgus ekonomikā. 2. Reklāmas organizācijas analīze uzņēmumā SIA Apranga LV. Uz teorētisko pamatojumu bāzes tiek analizēta gan koncerna Apranga APB tirgus attīstība, gan arī uzņēmuma APRANGA LV darbība, tai skaitā reklāmas un produktu virzīšanas jomā. 3. Noformulēta metodiskā pieeja reklāmas koncepcijas izstrādei un realizācijai uzņēmumā APRANGA LV. Šeit tiek savienoti iezīmētie teorētiskie pamatojumi un praktiskie ceļi pastāvošo uzņēmuma produktu virzīšanas problēmu risināšanai. Atslēgvārdi – APRANGA, reklāma, virzīšana. Darbs sastāv no 68 lappusēm, 10 tabulām, 16 attēliem, Bachelor's thesis is based on the theoretical aspects of advertising creation and aspects of organized research, to analyze the application of advertising in the company SIA Apranga LV, openness and provide practical recommendations for improving the company's advertising activities to increase efficiency and consumer demand. To achieve these goals, the following tasks have been identified: 1. research of theoretical aspects of advertising; 2. determination of methods of economic efficiency of advertising; 3. research of selection and use of commercial advertising means in SIA Apranga LV; 4. analysis of the organization of advertising activities SIA Apranga LV; 5. interview of SIA Apranga LV advertising specialists, as well as to conduct a survey with the goal to obtain information about the company's advertising efficiency in customer evaluation; 6. summarize conclusions and provide proposals to SIA Apranga LV company on improving the efficiency of marketing organization in the company SIA Apranga LV. The choice of topic requires the following analysis of the problems: 1. Theoretical aspects of advertising work organization in market economy. The theoretical substantiation of the research of the topic was adapted to the requirements of the current economic situation. 2. Advertising organization SIA Apranga LV. On the basis of theoretical substantiation, both the development of the Apranga APB market and the operation of the company APRANGA LV are analyzed, including in the field of advertising and product promotion. 3. A methodological approach to the development and implementation of the advertising concept in the company APRANGA LV. Here, the theoretical substantiations and practical ways to solve the existing company's product promotion problems outlined in the previous chapters are combined. Keywords - brand, APRANGA, advertising, promotion, pandemic The work consists of 68 pages, 10 tables, 16 figures

Bakalaura darba “SIA Rimi Latvija un SIA Maxima Latvija komunikācijas sociālajā tīklā Instagram analīze (2015. – 2021.gads) ‘’ mērķis ir noskaidrot , kādus reklāmas elementus izmanto “SIA Rimi Latvija’’, kādus “SIA Maxima Latvija’’ savos Instagram sociālajos kontos komunikācijā ar patērētājiem. Bakalaura mērķis ir noskaidrot ne vien izmantotos komunikācijas veidus sociālajā tīklā Instagram, aplūkojot teorijas par pārliecināšanas komunikāciju, pārliecināšanas komunikāciju reklāmā, komunikāciju sociālajos tīklos un sociālo tīklu satura analīzi. Pētījuma daļā izmantotas un aprakstītas metodes: padziļinātā telefonintervija un satura analīze. Pētījumā secināts, ka — pārliecināšanas komunikācijai ir ļoti liela loma un nozīme uzņēmumu veidotajā Instagram saturā., The aim of the bachelor's thesis “Analysis of SIA Rimi Latvia and SIA Maxima Latvia communication in the social network Instagram (2015 – 2021)’’ is to find out which advertising elements are used by “SIA Rimi Latvia’’, which “SIA Maxima Latvia’’ in their Instagram social accounts in communication with consumers. Bachelor's goal is not only to find out the types of communication used in the social network instagram, looking at theories of persuasion communication, persuasive communication in advertising, communication on social networks and analysis of social network content. The methods used and described in the research part: in-depth interview and content analysis. The study concludes that – the roll of persuasive communication in compannies communication with audience on social network Instagram, is very big.

The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...

Zasadniczym celem pracy jest opisanie praktyk komunikacyjnych wspólnoty dyskursu handlowego i reklamowego na tle historyczno-gospodarczo-społecznej rzeczywistości, w której żyli mieszkańcy dziewiętnastowiecznego i przedwojennego Krakowa (1850-1939). Praktyki te wiążą się ze sposobami zarówno rozumienia i pisania o zjawisku reklamy (kształtowania się specjalistycznego języka o reklamie), jak i identyfikacji firm krakowskich, wyrażania uprzejmości językowej oraz wykorzystania różnych wzorców komunikacyjnych uzależnionych od kanału i formy przekazu. Materiał źródłowy niniejszej rozprawy stanowi bardzo zróżnicowany i znaczny pod względem liczebności korpus tekstów reprezentujących różne formy reklamowe- ogłoszenia prasowe, ulotki, karty pocztowe, plakaty, afisze i wywieszki reklamowe, opakowania, etykiety, prospekty, katalogi firmowe i broszury informacyjne, a także cenniki, druki firmowe (papier firmowy, koperty, noty, rachunki), inne promocyjne materiały drukowane (typu zaproszenia, listy, książeczki tematyczne kulinarne) oraz reklama radiowa i filmowa. Materiał językowy uzupełniają ponadto pierwsze krakowskie poradniki reklamowe i artykuły o reklamie. W pracy wykorzystuje się metodę analizy dyskursu z uwzględnieniem podejścia integrującego różne metodologie z zakresu zarówno pragmalingwistyki, w tym teorii aktów mowy czy gramatyki grzeczności, jak i lingwistyki tekstu, multimodalności, onomastyki, semantyki, leksykologii oraz językoznawstwa korpusowego. Najważniejszym rezultatem poczynionych badań jest ustalenie, iż dyskurs reklamowy II połowy XIX wieku i początku XX stulecia definiują przede wszystkim takie kategorie jak: 1. handlowość - związek ze wspólnotą handlową i jej potrzebami, wartościami oraz celami, 2. lokalność - związek z lokalną przestrzenią miejską i osobami będącymi właścicielami/założycielami miejscowych przedsiębiorstw, 3. grzeczność - związek z zasadami grzeczności kupieckiej i regułami zmieniającej się polskiej etykiety językowej ówczesnego czasu, 4. medialność - uzależnienie reklamy handlowej od dyskursów medialnych oraz 5. artystyczność - wpływ na reklamę języka sztuki: poezji, grafiki i plakatu. Wszystkie wymienione wyznaczniki reklamy kupieckiej badanego okresu splata nadrzędna względem nich cecha, charakteryzująca dyskurs handlowy wraz z jego wyspecjalizowaną odmianą - dyskursem reklamowym, i wprost związana z pierwotną przyczyną powstania wspólnoty handlowej, jaką była potrzeba wymiany towarów. Tą cechą jest perswazyjność, której obecność w większym czy mniejszym stopniu w różnych formach dyskursywnych reklamy warunkuje zasadniczy cel komunikacyjny wspólnoty handlowej/reklamowej, a konkretnie sprzedawców, jakim jest chęć sprzedaży towaru/usługi i nakłonienia klientów do jego/jej nabycia. The main objective of the article is describing communication practices of the community of trading and advertising discourse against the background of the historic, economic and social reality which surrounded Krakow inhabitants in the 19th century and in the interwar period (1850-1939). These practices are related to the ways of both understanding and writing about the phenomenon of advertisement (shaping specialist language concerning advertisement), and to identification of Krakow companies, expressing linguistic politeness and using various communication patterns depending on the channel and form of communication. The sources used to write this work include many different materials that constitute a large collection of texts representing different forms of advertisement, such as press adverts, leaflets, postcards, posters, placards and notices, packaging materials, labels, folders, company catalogues and information brochures, price lists, company papers (forms, envelopes, notes, bills), other promotional printed materials (e. g. invitations, letters, thematic cook books), as well as radio and film advertisements. Moreover, the linguistic material includes the first Krakow advertising guidebooks and articles about advertisement. The method used in this paper is discourse analysis taking into account the approach that integrates various methodologies related to pragmalinguistics, including the theory of speech acts or the grammar of politeness, as well as text linguistics, multimodality, onomastics, semantics, lexicology, and corpus linguistics. The most important result of the research is the conclusion that advertisement discourse of the second half of the 19th century and the beginning of the 20th century is defined by such categories as: 1. being related to trade - the connection with the trading community and its needs, values and aims; 2. locality - the connection with the local town space and with people who are the owners/founders of local companies; 3. politeness - the connection with the principles of trade politeness and with the principles of the changing Polish language etiquette of the time; 4. media attention - the dependence of trade advertisement on media discourses, and 5. being artistic - the influence of the language of art: poetry, graphics and poster on advertisement. All the above-mentioned determinants of trade advertisement of the period in question are connected with one superior feature which characterizes trade discourse, including its specialized area: advertisement discourse, and which is directly connected with the original reason for creating a trading community, i. e. the need to exchange goods. This feature is persuasiveness the presence of which, in different discourse forms of advertisement, to a greater or lesser degree determines the basic communication objective of the advertising/trading community, and particularly of the sellers, i. e. the willingness to sell goods/ services and encouraging customers to buy it.

This bachelor thesis focuses on children's perception of advertisement targeting on social media. The aim of this paper is to discover how the mechanism of advertisement targeting on social networks is understood by Czech children aged 13-15 as they are heavy users of these platforms. A quantitative method in the form of a questionnaire was used for this exploratory research. The results show that adolescents understand little about advertisement targeting on social sites and have particularly small awareness of social platforms using data collected in the background. Findings from this research can be foundational for a change in regulation or future research in this field.

Starptautiskā mārketinga un biznesa vadība Vadība, administrēšana un nekustamo īpašumu pārvaldība Management of International Marketing and Business Management, Administration and Real Estate Management Maģistra darba tēma ir “Reklāmu psiholoģiska iedarbība un ētiskums Latvijā (tiešsaistes azartspēļu pakalpojumu tirgus Latvijā)”. Šobrīd, azartspēles ir populārs izklaides veids Latvijas sabiedrības vidū. Darba apjoms ir 76 lapaspuses, neieskaitot pielikumus. Spēlmaņiem lielākoties azartspēles nav tikai izklaides veids. Azartspēles ar laiku var izraisīt nopietnas veselības problēmas un rezultātā var tikt izveidots kritiskais dzīves stāvoklis, kas skar dzīvei svarīgākas jomas, kuras prioritāri padara cilvēka dzīvi par stabilu un pilnu. Tika izpētīts kas ir reklāma, kā tā iedarbojās un kā psiholoģiski iedarbojās tieši azartspēļu reklāma, tika konstatēti iemesli kādēļ azartspēļu reklāma mudina Latvijas iedzīvotājus spēlēt azartspēles, tika konstatēti azartspēļu priekšrocības un trūkumi un tika noteikta azartspēļu loma nodokļu sistēmā, analizēta Latvijas tiešsaistes azartspēļu reklāma, kā tā ietekmē iedzīvotājus, ņemot vērā sociālekonomisko situāciju. Darba pētījumam tika izmantota monogrāfiskā pētījuma metode, lai iegūstu informāciju par reklāmas iedarbību uz indivīda psiholoģisko stāvokli, kā azartspēles psiholoģiski ietekmē indivīdus, kādas puses ir iesaistītas azartspēļu un izložu jomā, tika analizēta Latvijas tiešsaistes kazino iestāžu reklāma un tika izmantota kontentanalīze, lai veiktu kvalitatīvu un kvantitatīvu pētījumu. Kontentanalīzes pētījumam tika izvēlētas tiešsaistes kazino spēlētāju atsauksmes. Tika secināts, ka azartspēļu pakalpojumi nav jāreklamē tādā veidā, kādā viņi tiek šobrīd reklamēti un, ka esošā reklāma ir maldinoša. Tiek reklamēti tādi pakalpojumi, kuri izraisa riskus un var apgrūtināt dzīvi. Esošā reklāma nerāda un nebrīdina par potenciālajiem riskiem, viss, kas ir attēlots ir jautra laika pavadīšana un laimesti. Azartspēļu pakalpojumi ir pievilcīgi ar to, ka ir iespēja saņemt laimestus un Latvijas iedzīvotājs ir ieinteresēts saņemt papildus līdzekļus, lai savā dzīvē atļautos vairāk, it īpaši ņemot vērā valsts sociālekonomisko stāvokli, kad maldinošā reklāma psiholoģiski ietekmē un rezultātā indivīds ir motivēts un noskaņots spēlēt azartspēles. Veiktais pētījums pierādīja to, ka spēlētājiem ir negatīva attieksme attiecība pret azartspēļu reklāmu un pakalpojumiem kopumā. Reklāmas analīze ļāva secināt, ka reklāma nepārada skatītājam pilnu ainu, līdz ar ko reklāma ir maldinoša un reklāma nav ētiska. Darba autore izveidoja priekšlikumus, kas informēs par kazino principu, brīdinās par iespējamiem riskiem, tika piedāvāti jaunie obligātie limiti un citi priekšlikumi, kuri rezultāta mainīs spēlētāju attieksmi pret azartspēlēm un būs mazāk domu, ka azartspēles ir peļņas gūšanas avots. The theme of the master's thesis is " psychological effect and ethics of advertising in Latvia (online gambling services market in Latvia)”. Currently, gambling is a popular form of entertainment among Latvian Society. The volume of work is 76 pages, not including attachments. For gamblers, for the most part, gambling is not just a form of entertainment. Over time, gambling can lead to serious health problems and as a result, a critical life position can be created, affecting the most important areas of life, which in priority make a person's life stable and full. The reasons why gambling advertising encourages Latvian citizens to gamble were examined, the advantages and disadvantages of gambling were identified and the role of gambling in the tax system was determined, the Latvian online gambling advertising was analysed, how it affects the population considering the socio-economic situation. A monographic research method was used to obtain information on the effect of advertising on the psychological state of an individual, how gambling psychologically affects individuals, what parties are involved in gambling and lotteries, the advertising of Latvian online casino institutions was analysed, and a content analysis was used to perform qualitative and quantitative research. Reviews of online casino players were selected for the analysis study. It was concluded that gambling services should not be advertised in the way in which they are currently advertised, and that existing advertising is misleading. Services that cause risks and can make life difficult are advertised. Existing advertising does not show or warn about potential risks, all that is depicted is a fun pastime and winnings. Gambling services are attractive because there is an opportunity to receive winnings and a resident of Latvia is interested in receiving additional funds to afford more in his life, especially considering the socio-economic situation of the country, when misleading advertising has a psychological effect and as a result the individual is motivated and inclined to play gambling. The research carried out proved that players have a negative attitude towards gambling advertising and services in general. The analysis of advertising led to the conclusion that advertising does not convey to the viewer the full picture and advertising is not ethical. The author of the work created proposals that will inform about the principle of the casino, warn about possible risks, proposed new mandatory limits and other proposals that will result in a change in the attitude of players to gambling and less the idea that gambling is a source of profit.

The thesis is aimed on film advertising in the period of the Czechoslovak First Republic, which is often a neglected, but extremely interesting chapter in the study of advertising history. The origin of film advertising is examined from the point of view of the advertiser, creators, but also the technical possibilities and available technical background, which was often a limiting factor for the development of film as such. The possible reach of the film advertising at the time is then illustrated by the development of the number of cinemas in Czechoslovakia, their total attendance, as well as the number of these films and the average attendance per show.

The main subject of the bachelor thesis is online marketing and its use in social networks. The thesis focuses on the definition of online marketing and ways in which social networks can be used to promote companies. The thesis also examines the principles of advertising on individual social networks, such as Facebook, Instagram, Twitter and YouTube. The research section of the bachelor thesis is focused on a questionnaire which is based on the use of social networks in the marketing of selected company. The online questionnaire is primarily focused on Facebook, Instagram and YouTube and filled in by users of these social networks which also knows about the analysed company. The data obtained from this questionnaire are processed and then used to compare the effectiveness of online presentation of the company. Within this part, proposals are also made to eliminate the weaknesses of the company in online marketing.

The aim of this thesis is to evaluate the attitudes of generation Y towards the manipulative practices of selected marketers based on the analysis of problematic approaches to marketing communication. In terms of the methodological approach, a qualita-tive method was used, specifically content analysis methods and individual in-depth interviews. The results show that with the new technological era, there are many new methods available to manipulate consumer behaviour in purchase decisions. Among the respondents, who were representatives of generation Y, the predominant attitude was negative towards manipulative practices used in discount promotions as a sales promotion. The approach to influencer marketing and promotion of alcohol and tobacco produ-cts was also criticised. On the contrary, a more tolerant attitude was taken towards advertising spots.

Maģistra darba mērķis ir noskaidrot, kāds ir Latvijas sabiedrības viedoklis par homoseksualitāti un homoseksualitātes atainojošu elementu iekļaušanu uzņēmumu reklāmās kampaņu komunikācijā Latvijā. Pētījuma teorētiskā daļa sastāv no tādām teorijām kā mediju efektu teorija un sociālās mācīšanās teorija. Papildus iekļauta teorija par homoseksualitāti un tās sasaisti ar reklāmu. Pētījuma rezultāti iegūti, veicot aptaujas anketas izstrādi un izplatīšanu, veicot fokusa grupas interviju un realizējot daļēji strukturētu interviju ar Latvijas Reklāmas Asociācijas valdes priekšsēdētāju Baibu Liepiņu. Veicot fokusa grupas diskusiju, tās pamatā tiek izmantota mediju efektu teorija, pētot cilvēku izziņas jeb kognitīvos efektus, pārliecību, attieksmi, emocijas, fizioloģiju un uzvedību, skatoties Latvijas sabiedrībai paradzētos reklāmu materiālus, kuros ir iekļauti homoseksuāla rakstura elementi. Reklāmas, kurās tiek izmantoti homoseksualitātes elementi, parādās arvien vairāk ne tikai pasaulē, bet arī Latvijas tirgū. Uzņēmumi, kuri izmanto homoseksuālus elementus reklāmās, saskaras ar sarežģītu situāciju, saistībā ar dažādu valstu atšķirīgu sabiedrības attieksmi un atšķirīgu reakciju izpaušanu saistībā ar homoseksualitātes pieņemšanu. Tādēļ būtiski ir izpētīt vēlamās valsts sabiedrības attieksmi šajā jautājumā, lai homoseksualitātes elementu iekļaušana uzņēmumu reklāmu komunikācijā būtu stratēģiski veiksmīga., The aim of the master's thesis is to find out what is the opinion of the Latvian society about homosexuality and the inclusion of elements depicting homosexuality in company advertisements in campaign communication in Latvia. The theoretical part of the research consists of such theories as the theory of media effects and the theory of social learning. In addition, the theory of homosexuality and its connection with advertising is included. The results of the research were obtained by developing and distributing a questionnaire, conducting a focus group interview and conducting a semi-structured interview with Baiba Liepiņa, Chairman of the Board of the Latvian Advertising Association. The focus group discussion is based on the theory of media effects, studying people's cognitive or cognitive effects, beliefs, attitudes, emotions, physiology and behavior, looking at advertising materials for Latvian society that contain elements of a homosexual nature. Advertisements that use elements of homosexuality are appearing more and more not only in the world, but also in the Latvian market. Companies that use homosexual elements in advertising face a difficult situation due to different public attitudes and reactions to homosexuality in different countries. Therefore, it is important to study the attitude of the desired public society in this matter, in order for the inclusion of elements of homosexuality in the advertising of corporate advertisements to be strategically successful.

Starptautiskais bizness un ilgtspējīga ekonomika Vadība, administrēšana un nekustamo īpašumu pārvaldība International Business and Sustainable Economy Management, Administration and Real Estate Management Bakalaura darba tēma ir “Patērētāju tiesību aizsardzības likuma grozījumu ietekme uz kredītpakalpojumu reklāmu. SEB un Luminor gadījumu salīdzinošā analīze”. Bakalaura darba mērķis ir izpētīt, kā Patērētāju tiesību aizsardzības likuma grozījumi ir ietekmējuši AS SEB banka un Luminor Bank AS kredītpakalpojumu reklāmu, balstoties uz teorētiskajām atziņām un empīrisko pētījumu. Patērētāju tiesību aizsardzības likuma (PTAL) grozījumi, kas stājās spēkā 2019.gada 1.jūlijā nosaka vispārēju patērētāju kredītu reklāmas aizliegumu, tomēr ietverot arī vairākus izņēmumus, kad kredītu reklāma ir atļauta. Pieņemtie grozījumi ietekmē visu nozari kopumā – bankas, nebanku kreditētājus un reklāmdevējus, jo tieša un atklāta kredītu reklāma ir aizliegta, bet minētie likuma izņēmumi paver iespējas interpretācijai, līdz ar to 2021.gada Patērētāju tiesību aizsardzības centra vadlīnijas kreditēšanas reklāmai izskaidro, kādos gadījumos kredītu reklāma ir atļauta un kādos nav. Lai gan PTAL grozījumu mērķis ir mazināt bezatbildīgu aizņemšanos, kas vairāk raksturīgs nebanku kredītdevējiem, likums attiecas uz visu nozari kopumā, jo, attiecinot aizliegumu uz atsevišķiem tirgus dalībniekiem, tas būtu netiešs valsts atbalsts. Līdz ar to bankām ir jāpielāgojas un jādomā jauni risinājumi, kā ar satura mārketinga palīdzību var pavēstīt par kredītu iespējām, tajā pašā laikā veidojot noderīgu saturu patērētājiem. Bakalaura darbs ir izstrādāts, izmantojot šādas pētījumu metodes: monogrāfiskā metode, sekundāro datu analīzes metode, dokumentu analīzes metode, kontentanalīzes metode, kvalitatīvā pētījumu metode: ekspertu intervijas. Darbs sastāv no trim daļām: Pirmajā nodaļā autore analizē reklāmas, satura mārketinga un patērētāju tiesību teorētiskos principus. Otrajā nodaļā autore veic Patērētāju tiesību aizsardzības likuma grozījumu analīzi, kā arī SEB un Luminor raksturojumu, izpētot banku finanšu rādītājus un sociālo tīklu iesaistes rādītājus. Trešajā nodaļā autore veic SEB Luminor kredītpakalpojumu reklāmas izmaiņu raksturojumu, analizējot banku sociālo tīklu kontus un blogus, kā arī veic ekspertu intervijas ar mērķi noskaidrot ekspertu viedokli par PTAL grozījumu būtību un izaicinājumiem banku kredītpakalpojumu reklāmā. Darba autore secina, ka SEB un Luminor kredītu reklāmas no tiešas kredītu reklāmas ir mainījušās un kopš 2019.gada 1.jūlija tiek izmantoti lielākoties tikai satura mārketinga elementi – sociālajos tīklos publikācijas par sabiedrībā aktuālām tēmām, kas aizved uz bankas mājaslapu, kurā atrodas kredītu reklāmas baneris un kredīts ir saistīts ar rakstā minēto produktu. Šāda reklāma ir atļauta likuma grozījumu ietvaros, jo kredītus drīkst reklamēt bankas mājaslapā. Darba apjoms ir 71 lpp bez pielikumiem, darbā ir 11 attēli, 12 tabulas un 4 pielikumi. Darbā izmantoti 84 informatīvi resursi. Atslēgas vārdi: reklāma, satura mārketings, kredīti, likumdošana, patērētāju tiesības, sociālie mediji, SEB, Luminor. The topic of the bachelor's thesis is “Impact of amendments to the Consumer Rights Protection Law on advertising of credit services. Comparative analysis of SEB and Luminor cases.” The aim of the research is to study and analyze how the amendments to the Consumer Rights Protection Law have affected the advertising of credit services of AS SEB banka and Luminor Bank AS, based on theoretical findings and empirical research. Amendments to the Consumer Rights Protection Law provide not only general ban on consumer credit advertising, but also includes some exceptions when credit advertising is permitted. The amendments affect the industry overall - banks, non-bank creditors and advertisers. While direct and open credit advertising is prohibited, these legal exceptions leave room for interpretation. Therefore, Consumer Rights Protection Centre's guidelines for credit advertising define when credit advertising is allowed. Although the Consumer Rights Protection Law amendments aim to reduce irresponsible borrowing, which is more common in non-bank creditors, the law applies to the entire sector, as it would constitute indirect state aid if the ban would be imposed on individual market participants. As a result, banks need to develop new and creative methods to communicate about credit opportunities. The bachelor's thesis is developed using the following research methods: monographic method, secondary data analysis method, document analysis method, content analysis method, and qualitative research method: expert interviews. The work consists of three parts. In the first chapter the author analyzes the theoretical principles of advertising, content marketing and consumer rights. In the second chapter, the author analyzes the amendments to the Consumer Rights Protection Law as well as the characteristics of SEB and Luminor by studying the financial indicators of banks and the indicators of social media engagement. In the third chapter, the author describes the changes in SEB and Luminor's credit services advertising by researching banks social media accounts and blogs, as well as conducting expert interviews to obtain expert opinions. The author concludes that SEB and Luminor's credit advertisements have changed from direct credit advertisements and mostly have only used content marketing elements since July 1, 2019 – social network publications on current topics leading to the bank's website, which includes a credit banner associated with the product mentioned in the article. Loans may be offered on the bank's website within the terms of modifications to the legislation. The amount of the bachelor’s thesis is 71 pages without attachments, and includes 11 images, 12 tables, 4 appendices, 84 references. Keywords: advertising, content marketing, credits, legislation, consumer rights, social media, SEB, Luminor.

Legal aspects of cooperation of influencers with advertisers Abstract The diploma thesis deals with the legal aspects of cooperation of influencers with advertisers. These entrepreneurs connect with influencers who are people with influence over social network users, in order to help promote their brand or product. The thesis is divided into a total of six parts. In the first part, the central concept of an influencer is foremost defined and its inclusion in the groups established by practice is determined. At the same time, the legal status of the influencer is thoroughly analysed in this part, while special attention is paid to the qualification of the influencer as an entrepreneur, competitor, processor and distributor of advertising. The second part deals with the broader context of influencer's work, the conceptual definition of advertising and influencer marketing, and describes the functioning of social networks. The third part maps the current legislation relating to advertising in general and examines the possibilities of its application for advertising created by influencers. The fourth part deals with self-regulatory organizations and initiatives operating in the field of advertising. In addition to European self-regulation, space is given mainly to Czech self- regulators, who are then subjected...

Bakalaura darba tēma ir “Sociālais tīkls “TikTok” kā reklāmas platforma, tā ietekme uz Z paaudzes pirkuma veikšanas uzvedību.” Darba mērķis ir izpētīt vai un cik lielā mērā sociālā tīkla “TikTok” reklāmas noved Z paaudzi līdz pirkuma veikšanai. Darba teorijas daļā raksturots sociālais tīkls “TikTok”, reklāma, reklāma sociālajā tīklā “TikTok”, influenceru mārketings, Z paaudze, medijpratības un reklāmas pratības jēdzieni. Z paaudzes viedokļu izpētei izmantota kvantitatīvā pētniecības metode anketēšana. “TikTok” influenceru kontu izpētei izvēlēta kvalitatīvās pētniecības metode kontentanalīze un influenceru viedokļu izpētei izvēlēta intervija. Darba gaitā iegūtie galvenie secinājumi: Z paaudzes pārstāvji, kuri sasnieguši 16 gadu vecumu ietekmējas no satura veidotāju sociālā tīkla “TikTok” izvietotajām reklāmām un veic pirkumus balstoties uz redzētajām reklāmām., The title of the bachelor thesis is “The social network "TikTok" as an advertising platform, its impact on generation Z purchasing behavior.” The aim of the work is to research whether and to what extent the social network's "TikTok" ads lead the generation Z to make a purchase. The work theory part describes the social network “TikTok”, advertising, advertising in the social network “TikTok”, influencer marketing, generation Z, the concepts of media literacy and advertising proficiency. A quantitative method of research a questionnaire has been used to study the generation Z opinions. The qualitative research methods content analysis was chosen for the research of ‘’TikTok’’ influencer accounts and an interview for exploring influencers opinions. The main conclusions of the work: the representatives of generation Z, who have reached the age of 16, are influenced by the ads made by content creators in the social network "TikTok" and make purchases based on the seen ads.

This bachelor thesis deals with the issue of gender stereotypes in advertising for intimate women's products. The topic is first described from a theoretical point of view, where the concept of gender stereotype and menstrual taboo is explained The chosen methodology of the work is quantitative content analysis, which examines the contents of the profiles of the selected brands Always, tampons o.b., Ria and Snuggs on the Instagram social network for the calendar year 2021. The results of the analysis show that a woman during menstruation is depicted alone behind the closed door of the home. In their communication, brands use elements of de-tabooing menstruation, but do not include men in the communication. The stereotypical depiction of a woman in white clothes and actively playing sports is disappearing from the advertising space.

This bachelor thesis focuses on Generation Z and its attitude towards shock advertising. The theoretical part is firstly devoted to the definition of advertising and shock advertising. Next, it introduces Generation Z, its specifics and key attitudes. The practical part of the thesis describes the attitudinal research through in-depth interviews with ten respondents. Finally, the main findings from the research are presented in the form of eight key attitudes held by Generation Z towards shocking advertising.

This bachelor thesis deals with the application of peak-end effect in the realm of advertisement. The aim of the thesis is to explain the peak-end effect and to try to observe the rule's effect with regard to commercial advertisement. Consecutively the thesis presented 3 different commercials each presenting 3 different commercial products to the participants. Participants' enjoyment was recorded throughout the screening of the commercial with the help of a sliding bar. The results were then visualized using graphs and subsequently examined to try to determine if the peak-end effect was present or if it had any affect on the participants in any way.

Bakalaura darba tēma ir kino industrijas darbības apmeklētības veicināšanas pasākumi pandēmijas laikā Bakalaura darba ietvaros tiek pētīta kino industrijas darbība Latvijas kinoteātros pandēmijas laikā posmā no 2021. gada septembrim līdz decembrim, lai noskaidrotu, kādas kampaņas, pasākumus organizēja Latvijas pazīstamākie kinoteātri pandēmijas periodā no septembra līdz decembrim, lai neizzustu kino apmeklētība Latvijas kinoteātros. Pētījums ir balstīts teorētiskajos konceptos par komunikācijas un kinoteātra apmeklējumu veicināšanas pasākumiem pandēmijas periodā. Metodoloģijas daļā tiks pielietota daļēji strukturētas intervijas, aptauja, novērojums. Atslēgas vārdi: kino, auditorija, krīze, pandēmija, reklāma, mārketings., The topic of the bachelor’s thesis is measures to promote attendance at the film industry during pandemic. Within the framework of the bachelor’s thesis the activities of the film industry in Latvian cinemas during the pandemic period from September to December of the year 2021 are studied in order to find out what campaigns and events were organized by Latvia’s best-know cinemas during the pandemic from September to December. The study is based on theoretical concepts of communications and cinema promotion measures during the pandemic, Partially structured interviews, survey, observation will be used in the methodology part. Keywords: cinema, audience, crisis, pandemic, advertising, marketing.

This bachelor's thesis deals with the perspective of female consumers on menstrual stigma in advertisements for menstrual products. Firstly, it focuses on how the view of menstruation was changed throughout history and how it formed period stigma. It describes how the advertising world worked with menstrual stigma from the beginning of the 20th century to the present day and how the view of menstruation is shaped today. It deals with the so-called #periodpositive phenomenon, which has been reflected in social discourse and advertising communication for several years, and analyzes several advertisements that were created with the intention of de- tabooing menstruation. Last but not least, part of the theoretical work focuses on the impact of the stigmatization of menstruation on the consumers themselves. The subject of the research part is to understand how Czech female consumers perceive menstrual stigma and how they approach current advertising communication for menstrual products. The thesis examines whether the view of female consumers on the issue differs depending on their age. The method of quantitative collection of data was used for the research.

Bakalaura darba “Reklāmas komunikācijas psiholoģiskie mehānismi “Snickers” kampaņas “Tu neesi tu pats, kad esi izsalcis” reklāmās” mērķis ir atklāt un analizēt zīmola “Snickers” reklāmās izmantotos reklāmas komunikācijas psiholoģiskos mehānismus un to efektivitāti. Bakalaura darba struktūra sastāv no trīs daļām - teorētiskās, metodoloģiskās un pētnieciskās bāzes. Teorētiskā daļā tiek izpētīta teorija par reklāmu un tās mijiedarbību ar psiholoģiju, teorija par patērētāju galvenajiem psihiskajiem procesiem reklāmas vēstījuma uztveršanā – uzmanību un uztveri. Kā arī tiek pētīta teorija par konkrētiem reklāmas psiholoģiskajiem mehānismiem, kas ir krāsas, teksts un sauklis, skaņas un mūzika, pazīstamas personības un emocijas, aplūkojot šo elementu ietekmi un nozīmi reklāmas vēstījumā. Darbā tiek izmantotas trīs pētnieciskās metodes. Kā kvantitatīvās pētniecības metodes tiek izmantotas anketēšana un eksperiments un kā kvalitatīvā pētniecības metode tiek izmantota semiotiskā analīze. Pēc pētījuma datu ievākšanas tiek analizēti iegūtie dati un noslēgumā tiek secināts, ka zīmola “Snickers” reklāmas kampaņas “Tu neesi tu pats, kad esi izsalcis” komunikācijā tiek izmantoti dažādi mehānismi, kas pievērš auditorijas uzmanību, kā, piemēram, emocijas, pazīstamas personības, skaņas, sauklis un krāsas. Tie iedarbojoties uz pircēju zemapziņu, spēj palielināt reklāmas efektivitāti., The bachelor's thesis "Psychological mechanisms of advertising communication in advertisements of the “Snickers” campaign "You are not yourself when you are hungry" ”aims to reveal and analyze the psychological mechanisms of advertising communication used in the advertising of the brand "Snickers" and their effectiveness. The structure of the bachelor's thesis consists of three parts - theoretical, methodological and research basis. The theoretical part studies the theory of advertising and its interaction with psychology, the theory of the main mental processes of consumers in the perception of the advertising message - attention and perception. The theory of specific psychological mechanisms of advertising, such as colors, text and slogan, sounds and music, familiar personalities and emotions, is also explored, looking at the impact and significance of these elements in the advertising message. Three research methods are used in the thesis. Questionnaires and experiments are used as quantitative research methods and semiotic analysis is used as a qualitative research method. After collecting the research data, the obtained data are analyzed and it is concluded that the communication of the brand "Snickers" advertising campaign "You are not yourself when you are hungry" uses various mechanisms that attract the attention of the audience, such as emotions, celebrities, sounds, slogan and colors. They increase the effectiveness of advertising by acting on the subconscious of buyers.

Diplomdarba 11. klases skolēnu publicistikas tekstu izstrādes prasmes attīstīšanas iespējas latviešu valodas stundās izvirzīts mērķis ir aprobēt izstrādāto lingvodidaktisko materiālu un pārliecināties par tā piemērotību 11. klases skolēnu stilistikas prasmju attīstīšanai, strādājot ar publicistikas stila žanriem – reklāmu un reklāmrakstu. Publicistikas stils ir sava veida sabiedrības valodas spogulis, par aktuālu problēmu kļūst publicistikā lietota valodas kvalitāte. Pētījumā tiek meklēta atbilde uz jautājumu, kā attīstīt skolēnu prasmi veidot konkrētus publicistikas stila žanru tekstus, veicinot stilistikas jautājumu un literārās valodas līdzekļu pilnīgāku izpratni, lai pētot, analizējot un sadarbojoties, ir saturiski un stilistiski veiksmīgi atveidota autore iecere. Diplomdarba trīs nodaļās sniegts ieskats teorētiskajās atziņās, kas aktuālas un būtiskas pētāmās problēmas aspektā, pamatota lingvodidaktiskā materiāla atlase, izstrāde un aprobācija, raksturota pedagoģiskā izmēģinājumdarbība un analizēti iegūtie rezultāti. Analizējot skolēnu noslēguma darbus, tika secināts, ka darba mērķis sasniegts daļēji. Skolēni prot izvēlēties un izmantojot iederīgus valodas līdzekļus, lai pēc iespējas precīzāk izteiktu autora ieceri. Skolēni izrādīja interesi apgūt stilistikas prasmes, kā arī atzina, ka šīs prasmes var noderēt kādā no izvēlētajām nākotnes profesijām, kuras piedāvā Rīgas X profesionālā vidusskola. No otras puses, konstatējošā darba rezultātus ietekmēja skolēnu nepilnīgās zināšanas teksta struktūras un pareizrakstības jautājumos. Pielikumos apkopoti didaktiskajā materiālā ietverto darba lapu paraugi, mācību stundu konspekti, dažādi vizuālie materiāli, skolēnu darbi, kā arī aptaujas anketas. Pētījums var būt noderīgs latviešu valodas skolotājiem un citiem interesentiem. Diplomdarba apjoms – 118. lpp. Atslēgvārdi: funkcionālais stils, publicistikas valodas stils, reklāma, reklāmraksts, valodas līdzekļi, latviešu valoda, valodas didaktika, vidusskola., The aim of the diploma work Possibilities of developing journalistic text elaboration skills of 11th-grade students in Latvian language classes is to approbate the developed linguo-didactic material and to ascertain its suitability for evolving the stylistic skills of 11th-grade students by working on journalistic genres such as advertisement and advertorial article. The journalistic language style is a peculiar mirror of the language of society, the quality of the language used in journalism becomes a topical problem. The study is searching for an answer to the question, of how to develop students' skills to create concrete journalistic genre texts, by promoting the understanding of stylistic issues and the means of literal language, so that by researching, analyzing, and cooperating, the intention of the author has been successfully and substantively fulfilled. In the three sections of the diploma work, there is an insight into theoretical cognitions that are topical and relevant in the aspect of the viewed problem, justification of the selected didactic material, its development, and approbation of described the pedagogical action, and analysed the results. During the research, it was concluded that the aim of the paper was achieved only partially. Students know how to choose and use suitable language means to successfully fulfill the author's intention. The students showed curiosity in learning stylistic skills and also admitted the knowledge can be useful in one of the chosen future professions offered by the Riga X Vocational Secondary School. On the other hand, the results of the final work were affected by students' incomplete knowledge of text structure and spelling. Examples of worksheets that have been used in the didactic material, student works, and summaries of lessons, as well as survey questionnaires, are in the appendices. The research can be useful for teachers of the Latvian language and for people with other interests. The diploma work consists of 118 pages. Keywords: functional style, journalistic language style, advertisement, advertising article, language means, Latvian language, language-didactics, secondary school.

This bachelor thesis focuses on the trend of using artificial intelligence as a tool for personalization in advertising and its effects on customers. The aim of this thesis is to map and describe the artificial intelligence tools used, their incorporation into marketing practice and the effect they have on the customer. As part of the experiment, differently personalised advertisements are created in real-time for the participants based on their personality traits, which are then evaluated in the analysis across three dimensions - ad perception, ad relevance and click-through intent. Based on these dimensions, the effectiveness of personalization, hyper-personalization, and the extent to which privacy concerns affect ad ratings are examined. The results suggest a positive effect on personalization rates on all dimensions, but unclear effects for hyper-personalized advertising and the impact of privacy concerns.

Mūsdienās ne tikai mārketings ir balstīts komunikācijā, mērķēta un veiksmīga ziņojuma nodošana teju visās jomās pamatā ir kļuvusi par īpaši izvēlētu vēstnešu darba lauku. Krasi attīstoties sociālo tīklu nozīmei cilvēku ikdienā, līdzās tai pieaug arī ietekmētāju — sociālajos tīklos atpazīstamu profila īpašnieku un digitālā satura veidotāju — autoritāte, veidojot un publicējot audiovizuāla satura materiālus. Īstenojoties komerciāla rakstura priekšnosacījumiem, profils var kļūt arī par privāti pārvaldītu reklāmas kanālu. Reklāmas pasūtītāji šādi spēj komunicēt ar īpaši mērķētu patērētāju auditoriju, īpaši personiskā veidā, ietekmētājiem topot par pietiekami efektīvu marketinga instrumentu, lai tajā investētu. Darba galvenais mērķis ir apzināt esošo regulējumu attiecībā uz ietekmētāju līgumsaistības rašanos, tās veidiem Latvijā, juridisko vērtējumu, kā arī noskaidrot un identificēt galvenos problēmjautājumus un rast iespējamos virzienus risinājumiem nozares attīstības veicināšanai. Lai sasniegtu darba mērķi, tiek analizēta ietekmētāja profesijas būtība, līdzēju pienākumi un tiesības, piemērojamie tiesību akti un normas, ietekmētāja sociālajos tīklos izvietota komerciālā satura un īpašās patērētāju grupas kā auditorijas fenomens, gūts ieskats līdzšinējā nacionāla un starptautiska līmeņa tiesu praksē., Nowadays, not only is marketing based on communication, but targeted and successful messages in almost every field have become work for a carefully chosen communicator. As the role of social networks in people's daily lives develops rapidly, so does the authority of influencers — profile owners and creators of digital content on social networks — who create and publish audiovisual content online. If the preconditions of a commercial content nature are met, the profile can also become a privately managed advertising channel. In this way, advertisers are able to communicate to an exceptionally targeted consumer audience, in a uniquely personal way, becoming a sufficiently effective marketing tool to invest in. This research thesis aims to identify the existing regulation regarding the emergence of contractual obligations of influencers, its types in Latvia, legal assessment, clarify and identify the main problems and find possible solutions to achieve the development of the industry. In order to achieve the goal, the nature of the influencer's profession, the obligations and rights of the parties, applicable laws and norms, and the phenomenon of the commercial partnership relations in relation to consumers are analyzed, as well as giving an insight of the current national and international case law.

The thesis is devoted to the analysis of Facebook advertisements, specifically political ones before the elections to the Chamber of Deputies of the Czech Republic in 2021. The theoretical part of the thesis is first devoted to political communication in general and its development, from which it moves on to a description of the current age of political communication. Next, the focus is on political communication through social networks and the technical means by which politicians communicate with users. The practical part consists of a quantitative content analysis of individual ads using Facebook's Ad Library tool and SPSS software. The results of the analysis are interpreted and placed in the context of the research, while answering the research questions of the thesis.

The publication of newspapers and magazines today requires publishing companies to operate in two markets: readership and advertising. They must combine in their practical activities interdisciplinary knowledge from various fields, in particular, social sciences and marketing. The purpose of marketing a newspaper, magazine organization "is to form both informational, entertaining media offer, so that the product fully meets the needs of consumers". It should be emphasized that this is an extremely important activity today, as the position of the press as such has weakened in recent years. Its main competitor was the Internet, which weakened it in many respects., Wydawanie gazet i czasopism w obecnych czasach wymaga od przedsiębiorców prasowych funkcjonowania na dwóch rynkach: czytelniczym i reklamowym. Muszą oni łączyć w praktyce interdyscyplinarną wiedzę z różnych dziedzin, m.in. nauk społecznych i marketingu. Marketing w działalności organizacji prasowo-wydawniczej: „dąży bowiem do kształtowania oferty medialnej, by produkt możliwie najlepiej zaspokajał potrzeby jego odbiorców, zarówno w zakresie informacji, jak i rozrywki”. Należy podkreślić, że są to niezwykle ważne działania, ponieważ w ostatnich latach zachwianiu uległa pozycja prasy. Jej głównym konkurentem stał się Internet, który ją osłabił w wielu aspektach.Słowa kluczowe: reklama, promocja, gazety, czasopisma, prasa, marketing., Видання газет і часописів за нинішніх часів вимагає від видавничих підприємств функціонування на двох ринках: читацькому і рекламному. Вони мусять поєднувати у своїй практичній діяльності інтердисциплінарні знання з різних галузей, зокрема, суспільних наук і маркетингу. Метою маркетингу газетно-журнальної організації «є формування як інформаційної, так і розважальної медіапропозиції, щоб продукт якнайповніше задовольняв потреби споживачів». Слід підкреслити, що нині це надзвичайно важлива діяльність, оскільки останніми роками позиції преси як такої послабилися. Її головним конкурентом став Інтернет, який її ослабив у багатьох аспектах. Постійна, посилена промоція газет і журналів стала необхідністю.