Reálno v reklamách. Selhání reklamních fantazií a jeho implikace

• Thesis title in Czech: Reálno v reklamách. Selhání reklamních fantazií a jeho implikace
• Thesis title in English: The Real in advertising.The failure of advertising fantasies and its implications
• Key words: gaze, reklamy, fantazie, ideologie, spotřeba, filmová teorie, Jacques Lacan, Slavoj Žižek, Todd McGowan
• English key words: gaze, advertising, fantasy, ideology, consumption, film theory, Jacques Lacan, Slavoj Žižek, Todd McGowan
• Academic year of topic announcement: 2022/2023
• Thesis type: Bachelor's thesis
• Thesis language: čeština
• Department: Department of Marketing Communication and Public Relations (23-KMKPR)
• Supervisor: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Author: hidden - assigned by the advisor
• Date of registration: 02.05.2023
• Date of assignment: 02.05.2023
• Date and time of defence: 20.06.2024 08:00
• Venue of defence: Areál Jinonice
• Date of electronic submission: 29.04.2024
• Date of proceeded defence: 20.06.2024
• Opponents: Ing. Bc. Petra Koudelková, Ph.D.

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Preliminary scope of work

Bakalářská práce zkoumá vztah reklam jakožto všudypřítomných veřejných fantazií a reálna v podobě gaze, jak ji chápe lacanovská psychoanalýza, skrze aplikaci teoretického aparátu nové filmové teorie Todda McGowana na vybrané audiovizuální reklamní texty. Práce nejprve představuje filmovou teorii jako takovou, posléze obecný psychoanalytický přístup k reklamám, a nakonec McGowanovu kategorizaci filmů dle jejich přístupu ke gaze, kterou poté aplikuje na jednotlivé reklamní texty. Práce ukazuje, že reklamní fantazie jsou přes svou zdánlivou podporu symbolického řádu, podobně jako fantazie filmové, ve skutečnosti prostory boje symbolična s jeho vlastním konstitutivním nedostatkem v podobě reálna

Preliminary scope of work in English

The bachelor thesis explores the relationship between advertisements as pervasive public fantasies and the real in the form of the gaze, as understood by Lacanian psychoanalysis, through the application of Todd McGowan's theoretical framework of new film theory to selected audiovisual advertising texts. The thesis first outlines film theory as such then introduces a more general psychoanalytic approach to advertisements and finally presents McGowan's categorization of films according to their approach to the gaze, which it then applies to particular advertising texts. The thesis shows that advertising fantasies, despite their apparent support for the symbolic order, are, like film fantasies, in fact, sites of struggle between the symbolic and its own constitutive lack in the form of the real.