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\f38\fs24\lang1029\langfe1033\cgrid\langnp1029\langfenp1033 {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4873624 Posudek vedouc\'edho bakal\'e1\u345\'72sk\'e9 pr\'e1ce
\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \b\insrsid4873624\charrsid4873624 Petra Riznerov\'e1: Vn\'edm\'e1n\'ed reklamy \'9eenami v\~seniorsk\'e9m v\u283\'65ku
\par }\pard \ltrpar\qj \li0\ri0\sa200\sl276\slmult1\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4918247 {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4873624 
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\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid6650600 Autorka p\u345\'72edlo\'9eila pr\'e1ci, kter\'e1 respektuje zad\'e1n\'ed, s\~v\'fdjimkou \u269\'63\'e1sti, kter\'e1 m\u283\'65la b\'fdt zam\u283\'65\u345\'72ena na popis (nebo snad i vyu\'9eit\'ed) datab\'e1
ze ADTRACK, model COMMAP. Takto je formulov\'e1na i ot\'e1zka doporu\u269\'63en\'e1 v\~r\'e1mci obhajoby (viz z\'e1v\u283\'65r posudku).
\par Prvn\'ed dv\u283\'65 kapitoly nasti\u328\'6euj\'ed jednak historii reklamy, jednak vymezuj\'ed defini\u269\'63n\'ed pole centr\'e1ln\'edho pojmu (co je reklama, druhy reklamy a jejich efektivita, typologie reklamy). J\'e1dro teoretick\'e9ho zva\'9eov\'e1n
\'ed probl\'e9mu p\u345\'72edstavuje t\u345\'72et\'ed kapitola, zam\u283\'65\u345\'72en\'e1 na psychologick\'e9 p\u367\'75soben\'ed reklamy se zes\'edlen\'fdm z\u345\'72etelem na seniory, zvl\'e1\'9at\u283\'65 \'9eeny.}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\insrsid5078876  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid6650600 V\~podstat\u283\'65 t\'edmto sm\u283\'65rem byl orientov\'e1n i vlastn\'ed autor\u269\'63in pr\u367\'75zkum, jeho\'9e p\u345\'72\'edpravu, realizaci i vyhodnocen\'ed v\'fdsledk\u367\'75
 prezentuje \u269\'63tvrt\'e1 kapitola}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid5078876 . Tato \u269\'63\'e1st je origin\'e1ln\'edm p\u345\'72\'edsp\u283\'65vkem autorky ke studiu zvolen\'e9ho probl\'e9mu.}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid6650600 

\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid5078876 Vstupn\'ed \u269\'63\'e1st pr\'e1ce (1. \endash  3. kapitola) je velmi dob\u345\'72e stylizov\'e1na, p\u345\'72in\'e1\'9a\'ed \u345\'72adu relevantn\'edch poznatk\u367\'75, kter\'e9 jsou funk\u269\'63n\u283
\'65 propojeny a tvo\u345\'72\'ed dosti kompaktn\'ed celek. Nejv\'fdznamn\u283\'65j\'9a\'ed p\u345\'72\'ednos lze vid\u283\'65t v\~tom, \'9ee autorka se mnohem v\'edce p\u345\'72ibl\'ed\'9eila psychologick\'e9mu, a v\~n\u283\'65kter\'fd
ch momentech i sociologick\'e9mu pohledu na proces reklamy a\'9e po oblast spot\u345\'72ebitelsk\'e9ho chov\'e1n\'ed. Pro studenty je jinak obecn\u283\'65 obt\'ed\'9en\'e9 vymanit se p\u345\'72i zpracov\'e1n\'ed t\'e9mat zam\u283\'65\u345\'72en\'fdch na n
\u283\'65jak\'e9 aspekty reklamy z\~my\'9alenkov\'e9ho stereotypu, poplatn\'e9ho sp\'ed\'9ae technologii reklamy, ne\'9e jej\'edmu p\u367\'75soben\'ed ve spole\u269\'63nosti. V\~tomto sm\u283\'65ru autorka \'fasp\u283\'65\'9an\u283\'65 vykro\u269\'63ila}{
\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid203234 , ale cesta k\~sociologick\'e9mu vid\u283\'65n\'ed probl\'e9mu p\u345\'72ece jen vede je\'9at\u283\'65 d\'e1le. Mo\'9en\'e1 by bylo vhodn\'e9 vyu\'9e\'edt i ekonomick\'fd \'fahel pohledu.}{\rtlch\fcs1 \af0 
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\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid203234 \u268\'43\'e1st v\u283\'65novan\'e1 vlastn\'edmu pr\u367\'75zkumu prok\'e1zala autor\u269\'63inu rozvinutou schopnost p\u345\'72ipravit, realizovat a vyhodnotit sociologickou sondu i s\~vyu\'9eit\'ed
m statistick\'fdch postup\u367\'75 typick\'fdch pro t\u345\'72\'edd\u283\'65n\'ed 2. stupn\u283\'65 (ch\'ed-kvadr\'e1t), co\'9e v\u367\'75bec nen\'ed na \'farovni bakal\'e1\u345\'72sk\'fdch prac\'ed s\~vlastn\'edm pr\u367\'75zkumem b\u283\'65\'9en\'e9.

\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \i\insrsid4918247 Ot\'e1zka pro obhajobu: Co je to datab\'e1ze ADTRACK, model COMMAP? Pr\'e1ce se o tom nezmi\u328\'6euje a nen\'ed to nijak vysv\u283\'65tleno.}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\i\insrsid4918247\charrsid4918247 
\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \b\insrsid203234\charrsid203234 Pr\'e1ci doporu\u269\'63uji k\~obhajob\u283\'65 a hodnocen\'ed vid\'edm na \'farovni v\'fdborn\u283\'65 minus }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid203234 s\~t\'edm, \'9ee p\u345\'72esn\u283
\'65j\'9a\'ed hodnocen\'ed z\'e1vis\'ed na v\'fdsledku obhajoby, stanovisc\'edch oponenta a posouzen\'ed celou komis\'ed.
\par }\pard \ltrpar\ql \li0\ri0\sa200\sl276\slmult1\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid203234 
\par V\~Hradci Kr\'e1lov\'e9, 4. kv\u283\'65tna 2009\tab \tab \tab \tab \tab PhDr. Jaroslav Paulovi\u269\'63
\par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid6650600 
\par }}