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Argumentative Connectors in Czech and Spanish: Comparative Analysis
FROŇKOVÁ, Tereza
The aim of this Master's Thesis is the study of frequency of contraargumentative connectors in Spanish, based on the quantitative analysis of these cohesive devices in argumentative texts. The theoretical part follows and draws from the works of renowned Spanish linguists and introduces the reader to the issue of discourse markers. Thus, different proposals for its definition and classification are taken in consideration, then are described the fundamental characteristics of the contraargumentative connectors. These are examined later in the practical part. Divided into chapters it offers focus on the quantitative analysis of the connectors in three corpuses which are comprised of judgments, academic writings and editorials. For greater clarity, analyses are accompanied by graphs and frequency tables. A Czech summary is added at the end of this investigation.
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Analysis of the Czech and Spanish (Colombia) "Health Care" Terminology
FROŇKOVÁ, Tereza
The aim of this Bachelor Thesis is to give the reader an idea about the health care system in Colombia and about the appropriate institutions and afterwards particularly evaluate the extent of similarities and differences among them and corresponding Czech institutions. In the theoretical part an issue of conversion or translation of terms from source to the target language is outlined. In other chapters the health care system in the Czech Republic is briefly introduced as well as further detailed description of the Colombian health care system. Also, the reader is familiarized with the institutions to which the practical part of the thesis is dedicated to. This part is focused on the comparative analysis of selected Colombian and Czech institutions participating in the healthcare system. The thesis also contains bilingual glossaries and a summary in Spanish.
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Dlouhodobé strategické budování značky
Froňková, Tereza ; Kovář, František (advisor)
Současná světová ekonomika se stále více globalizuje a stejně tak se globalizuje spotřební trh. Nutnost budovat image značky dlouhodobě a konzistentně napříč trhy tedy roste. Část trhu, o kterém budeme mluvit, je kosmetický segment, který má vcelku specifické zákonitosti komunikace a úspěšného budování značek. Jako případovou studii jsem zvolila kosmetickou značku Dove ? masová dámská kosmetika. Od svého uvedení na americký trh v roce 1957 dospěla až k celosvětovému profilu, aniž by některé zákonitosti kosmetického segmentu dodržovala, některé dokonce ignorovala nebo přímo šla přesně proti nim. Velkou úlohu ve vývoji této značky sehrála komunikace.
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