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Semiotics in Marketing: Innovative Marketing Techniques in the Czech Republic and Their Semiotic Analysis
Růžičková, Natálie ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focuses on the practical application of semiotics in marketing and its application to selected innovative marketing campaigns in the Czech Republic. The main reason for choosing this topic is to analyze the possibility of using semiotics in the constantly developing area of marketing that the Czech Republic has not yet built its solid foundation. Semiotics is an interdisciplinary field whose applicability in practice is widely available, but still not enough used. The thesis presents an insight into both these fields, the possibility of interconnection and utilization, taking into account the situation of modern man, as a participant in a consumer society influenced by ubiquitous advertising message, which is surrounded by. Keywords Semiotics, Marketing, Applied semiotics, Semiotics in marketing, Sign, Innovative marketing techniques.
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Cultural dimension of language
Macek, Michal ; Soukup, Václav (advisor) ; Půtová, Barbora (referee)
This paper is about the relation between language, thought and culture. Main issue is the way how language acts as the basis for culture which is seen as a complex of symbols and meanings. Language is described as a system of signs whose usage influences the structure of people's thought and also the interpretations of the reality by means of culture. The question of the origin of language is examined in the paper as well as other issues connected with the study of language and culture. Among these the principal of linguistic relativity (Sapir-Whorf hypothesis) is the most important one, further the issue of the relation between linguistic changes and cultural changes and the issue of acquiring language and culture during the process of socialization are discussed. The relation between language, thought and culture is studied by means of interdisciplinary perspective with use of philosophical, semiotic, linguistic and especially anthropological texts. Key words: language, thought, culture, sign, symbol, principal of linguistic relativity, Sapir-Whorf hypothesis, linguistic anthropology, symbolic anthropology, semiotics
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Symbol, sign. Citations and use of work of art as a creative principle
Fricová, Soňa ; Velíšek, Martin (advisor) ; Bláha, Jaroslav (referee)
The thesis is dedicated to a postmodern use of symbol and sign. It is based on set definitions of major terms in the fine art and maps the space between a word and a picture as well as impersonal understanding of computer-generated codes. Didactic part enables to work with symbol and sign in art education. An analytical and syntactical thinking, the knowledge of the art history and the ability of intellectual fabrication are the basic ideas of the thesis. Art works, that use multilevel symbol expressions and are formally based on a postmodern thinking, are introduced in a practical part of the thesis.
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Verbal and Visual Contents at the Title Pages of Newspaper Aha! and their Semiotic Productin
Protiva, Luboš ; Šafaříková, Radana (advisor) ; Fišerová, Michaela (referee)
The title page is clearly the main representative of the print media, which often determines their success or failure. An even greater justification for the tabloid newspapers whose everyday existence depends on nonabonent readers. A typical representative of tabloid domestic news is Aha!, which creates his main communicator with no real functioning of the theoretical model. This does not mean that it does not work with repetitive characters or signs in this work to clearly identify key elements for creating and thus the theoretical framework that can be used in practice. To this will serve as an analysis relating to the actual Aha!, so comparisons with by the Lidove noviny and Hospodarske noviny. Researched topic will also be given one of the topical issues related images and text.
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Man and Horse
Peštová, Jana ; Kornatovský, Jiří (advisor) ; Fulková, Marie (referee)
UNIVERZITA KARLOVA V PRAZE PEDAGOGICKÁ FAKULTA Katedra výtvarné výchovy Téma diplomové práce ČLOVĚK A KŮŇ Jana Peštová 6. ročník Učitelství výtvarné výchovy pro ZŠ, SŠ a ZUŠ Prezenční studium Vedoucí diplomové práce: Doc. ak. mal. Jiří Kornatovský Konzultant: Doc.ak.mal. Ivan Špirk, PhDr. Lucie Hajdušková, Ph.D. Korektury: Mgr. Zuzana Beňová Praha, červen 2011 CHARLES UNIVERSITY IN PRAGUE FACULTY OF EDUCATION Department of art education Master thesis: MAN AND HORSE Jana Peštová 6th year full-time single-fied studies Art education for Primary School, Hight School and ElementarySchool of Arts Supervisor: Doc. ak. mal. Jiří Kornatovský Consultant: Doc.ak.mal Ivan Špirk, PhDr. Lucie Hajdušková, Ph.D. Proofreading: : Mgr. Zuzana Beňová Prague , June 2011 Prohlašuji, že jsem tuto diplomovou práci zpracovala samostatně a uvedla jsem veškeré použité zdroje. Praha, červen 2011 ............................................... Poděkování: Za podnětné nápady při zpracovávání práce děkuji Doc. ak. mal. Jiřímu Kornatovskému a PhDr. Lucií Hajduškové, Ph.D. Za korektury textu děkuji Mgr.Zuzaně Běňové KLÍČOVÁ SLOVA: Kůň, člověk, já, sebereflexe, partnerství, symbol, znak, přirozená komunikace s koněm, komunikace, spojení, pohyb KEYWORDS: Horse, man, me, selfreflection, partnership, symbol, sign, natural horsmanship,...
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Comparative Analysis of the Representative Programme Tunes in the Czech Audiovisual Media
Srb, Martin ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
Tunes and sequences that introduce into media products (so-called idents or intros) do not serve only as interpunction dividers in the continuous broadcasting media flow. They are also a specific kind of media message that evolved gradually and become incorporated structurally as well as functionally among the typical and identifying phenomena of the media discourse. From the semiotic point of view, an intro is at the same time a sign of the media text and a text per se. In the media discourse, intros fulfill several functions: they help getting around the radio and television programme, they draw attention to various programme titles and they simultaneously co-create the identity of the respective broadcasting station's discourse. To fulfill said functions, they use set signs and sign systems. Purpose of this work is on the one hand to analyze sign and sign systems used in some representative examples of intros from the Czech media environment around the turn of the millennium, on the other hand to comparatively analyze said intros in a synchronous as well as diachronous perspective; by means of that, relations will be explained among various intros and their respective sign systems across the media discourse.
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Comparative analysis of cover pages of magazines Respekt and Reflex in the period of 2009-2010 (textual and semiotic comparison)
Kovářová, Pavla ; Šoltys, Otakar (advisor) ; Kučera, Štěpán (referee)
Bachelor thesis "A comparative analysis of cover pages of magazines Respekt and Reflex in the period of 2009 - 2010 (textual and semiotic comparison)" deals with semiotic analysis of the cover pages of two similar weekly magazines in the same period. Research sample includes five covers of each magazine which shows Czech political figures. The first part of this thesis it describes the theoretical essence of semiotics. The second one is about magazines and theory of cover. In practical part analyses the covers of both magazines with the aim of overall comparison in terms of their communicating intentions, construction of reality and its work with myths and stereotypes. Visual and language codes are studied in terms of denotation, connotation and implied postmodern myths. In the recent media discursus has been interpreting signs and symbols, decoding the hidden meanings and perceptions of the dominant ideology in the construct of reality. Attention is focused on the design of Reflex' photomontage and Respekt's drawing, as well as on composition, colors and using stereotypes. Result of analysis shows a consistent approach of both magazines to the dominant ideology, but a different approach to construct reality and creating the communication plan, which comes just from the way of processing.
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