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The Influence of Copywriting on E-mail Newsletters Effectiveness
Malecha, Matěj ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor's thesis describes the influence of copywriting on email newsletter effectiveness. The theoretical part is dedicated to circumscribing the role of copywriter, specifying the value of copywriter's work and summarising available linguistic means for producing commercial texts. Given the interdisciplinary character of the topic, the thesis is mainly based on literature covering topics such as theory of communication, creativity research, linguistics, rhetoric, e-mail marketing and professional literature for copywriters and marketers. At the beginning, copywriting is set into the context of theory of communication followed by a brief description of the creative process and linguistic means strengthening persuasive effect, such as stylization, arguments and rhetorical figures. Specific recommendations adapted from professional literature are supplemented with the available findings of the scientific studies that tested them. In the last section of the theoretical part, the developmental process of commercial communication is described in seven steps. The practical part examines the hypothesis that the texts written by a copywriter are more successful in satisfying given goals than those written by an amateur. The case study at the end includes an interpretation of the results of two split...
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Signiíficance of the moderator and television studio backround in TV show otázky Václava Moravce
Chrenčík, Roman ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
This thesis is focused on analysis of political television show Otázky Václava Moravce. It is particularly focused on the period one year before and one year after the territorial change of the broadcasting studio which occured in the summer 2015. Firstly, through a quantitative analysis the change in the guest composition of the show is examined. Using the method of qualitative analysis it consequently captures fundamental semiotical elements of the studio and describes the role of the moderator in broadcasting. It also deals with moderator's rhetoric and the way in which his bias is expressed. The thesis sets out influences affecting final media release, among others socially-political background of the guests and influence of the studio and the moderator. Its aim is a comparison of these influences and possible explanation of the change that occured in the show Otázky Václava Moravce.
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Analysis of rhetorical and argumentational constructs in contemporary political party programmes
Ščerbak, Alexander ; Švantner, Martin (advisor) ; Marcelli, Miroslav (referee)
Diploma thesis is dealing with the political party programme as the basic building block of political rhetoric and related phenomena in the Czech and Slovak political discourse of reasoning, rhetoric and related statements and case studies that describe and approach these phenomena with examples from the current domestic political rhetoric. Author bases on contemporary critical analysis of argumentation and theory of pragma-dialectic which opposes fallacies or false arguments and then sees both methods in construction of arguments in cases of political rhetoric, mass media discourse and conotative values that they are gaining. Powered by TCPDF (www.tcpdf.org)
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Moments of Surprise and Reversal in Selected Parables of the Gospel according to Luke
Najbrtová, Michaela ; Lukeš, Jiří (advisor) ; Pavlík, Jiří (referee)
This thesis concerns with moments of surprise and moments of reversal in selected texts of the Gospel according to Luke: in parables introducing "one rich man". Initially it considers parable as a phenomenon theoretically, presents special emphasises of Luke's theology, outlines period of Jesus and of Luke, and deals with rhetoric and rhetorical criticism. It detects moments of surprise and of reversal in selected parables, and proves their significance using elements of rhetorical analysis. It approaches parables within their immediate frame, and within Jesus' particular speech in its entirety as well, as it is presented in the Gospel of Luke. Thesis detects their internal connection and their connection with the complex of the Gospel. It presents the capture of the theme and its shift in the subsequent parables, being aware of the metonymic density of the parables and of their form and subject matter interconnected in selected texts to impressive effect, in the very moments of surprise and of reversal.
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Some Features of Persuasive Language in Selected Presidential Campaign Speeches of Two Candidates
Šlesingrová, Pavlína ; Pípalová, Renata (advisor) ; Topolovská, Tereza (referee)
The diploma thesis "Some Features of Persuasive Language in Selected Presidential Campaign Speeches of Two Candidates" aims to investigate how the rhetorical device of conceptual metaphor is employed in the election campaign speeches of Barack Obama and Mitt Romney addressed mainly to the Hispanic voters to develop the myth of the American Dream. The political speeches were analyzed under the theoretical framework of the critical metaphor analysis and critical discourse analysis. Besides the analysis of the metaphorical concepts that support the myth creation, other rhetorical devices were examined in the selected corpus of the both speeches for their persuasive function.
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Wahhabi/Salafi Rhetoric in the Northern Part of the Caucasus Region
Kováčiková, Zuzana ; Ťupek, Pavel (advisor) ; Beránek, Ondřej (referee)
Salafism is considered a powerful mobilising ideology used by many Islamist and terrorist movements worldwide. This ideology was also adopted by the Caucasus Emirate, a once influential terrorist organisation that used to operate in the mountains of Russian Northern Caucasus. This paper thoroughly analyses religious ideas and trends behind North-Caucasian Salafism, as the body of academic sources concerning this issue is quite limited up to now. The analysis deals with main topics and narratives of the Caucasus Emirate Salafist propaganda, but also considers religious authorities that grant theological legitimacy to these ideological concepts. Both Arab and North-Caucasian spiritual leaders and ideologues are under scrutiny of this analysis. Concluding part of this paper outlines shifts in the rhetoric, which are caused by the conflict between the Caucasus Emirate and the so-called Islamic State of Iraq and Levant. Analysis of the rhetoric draws conclusions using previously published academic work as well as the authentic internet sources, i.e. jihadist websites and videos in the Russian language. The paper suggests that the rhetoric of North-Caucasian Salafists is generally similar to the rhetoric of any other jihadist movement, but at the same time it contains number of inconsistencies as it...
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Impact of the Economic Crisis on Immigration Policy: Case Study of Great Britain
Hronová, Tereza Edita ; Šánová, Lucie (advisor) ; Kofroň, Jan (referee)
This thesis explores the impact of economic crisis on immigration policy in Great Britain. This thesis will start with the theoretical framework. Historical overview of British immigration policy will follow, together with its culmination into the current situation. At the same time, this thesis will focus on integration policy in Great Britain. Afterwards, this thesis will examine the current composition of the immigrant population living in Great Britain, also compared to other countries of the European Union. Chapter on public opinion will be included as well. The main body of this thesis follows the evolution of anti-immigrant rhetoric in times of the 2008-2009 financial crisis. Two traditional political parties of Britain will be observed, Labour and Conservatives, together with UKIP, infamous for its xenophobic statements. The result of this thesis is an evaluation of the effects of economic crisis on anti- immigration rhetoric as well as on realpolitik. This thesis confirms that in certain cases, economic crisis can intensify anti-immigration sentiments by creating conditions suitable for development of anti-immigration rhetoric. UKIP shrewdly took advantage of this fact and managed to attract significant portion of the 'left- behind' electorate. The real changes in British immigration...
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American Foreign Policy and the Arab Uprisings in Egypt, Libya, and Syria
El-Ahmadieh, Jakub ; Kozák, Kryštof (advisor) ; Bečka, Jan (referee)
The Master Thesis American Foreign Policy and the Arab Uprisings in Egypt, Libya, and Syria concentrates primarily on the conflict between democracy promotion and pursuit of strategic and security interests within the U.S. foreign policy with respect to uprisings in Egypt, Libya, and Syria that broke out in the beginning of 2011. The thesis also concentrates on the processes and the tools used by the United States to support either democratization efforts or their vital interests and how these processes were publicly communicated. The thesis is divided into three parts. The first part analyzes history of democracy promotion in the U.S. foreign policy and its conflict with interest-based stability promotion. The second, and the most extensive, part examines the uprisings in Egypt, Libya, and Syria with an accent on the U.S. foreign policy. The third part seeks to identify patterns and features of the U.S. foreign policy with respect to the uprisings in the mentioned countries using the facts mentioned in the previous two chapters. The thesis uses mainly newspaper articles and expert opinions as the principle sources. As the topic is a very current issue there is no huge number of academic sources available especially concerning the later phases of the uprisings. Also, official sources like analyses...
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Presidential Speeches of Miloš Zeman
Kůsová, Lucie ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
Miloš Zeman as the first directly elected president is among the most significant personalities of the Czech political scene and he is also one of the most capable speakers of the post-communist era. Public speeches are almost the only medium for communication between the president and the public. The thesis aims to analyse the presidential speeches of Miloš Zeman. The relevant period for this research was set to 8.3. 2013-31.12. 2014. The author analysed the speeches in terms of structure, length of sentences, figures of speech used, vocabulary, argumentation, manipulative and persuasive techniques and recurring themes. In the end of the paper, the author also compared Czech media's interpretation of the speeches with foreign media's interpretation.
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Multiculturalism in crisis? Rhetoric vs, policy changes in the new century (cases of Canada and the United Kingdom)
Menyhard, Filip ; Váška, Jan (advisor) ; Rovná, Lenka (referee)
According to the recent speeches of David Cameron and some other European politicians, multiculturalism has failed and it is necessary to make significant changes in immigration and integration policies. In Canada, however, multiculturalism is still a state policy, which is widely supported by the general public. The bachelor's thesis Multiculturalism in crisis? Rhetoric vs. policy changes in the new century (cases of Canada and the United Kingdom) is trying to answer a question if the critical rhetoric of British politicians has triggered real policy changes towards ethnic minorities and immigrants or if it only follows the changes that were started before they came to power. In Canada, the thesis is trying to learn, if the rhetoric supporting multiculturalism does not omit some policy changes, that would be in contradiction towards the original idea of multiculturalism. The author claims that multiculturalism in Canada has much deeper roots than in the UK and that the Canadian model differs signifiantly from the one in Britain. These facts directly affect the rhetoric of politicians, for whom is the criticism of multiculturalism not advantageous. The current Canadian government therefore does not reflect in its rhetoric on its current policy changes, that are in contradiction towards the original...
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