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EYOWF 2011 and mytologization of the comercial strategies in a market campaigning (discoursive and semiotic analysis)
Hoffmannová, Aneta ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
The diploma thesis "EYOWF 2011 and mythologization of the commercial strategies in a market campaign" deals with a semiotic analysis and mythologization of the promotional video for 10th European Youth Olympic Winter Festival 2011. This study is drawn up as semiotic analysis comprised of the theories of symbolic interactionism and mythologization as a secondary narrative. The thesis is based on theories of the meaning construction and the terminology of the linguist Ferdinand de Saussure, a French semiotican Ronald Barthes and a triadical concept of the sign by Charles Sanders Peirce. The study works on the construction of a commercial message, market communication and use of the specific sign as a primary structural element. An analyzed sample is an audiovisual commercial - 2 minutes and 52 seconds which contents the elements of the entire communicative campaign. The used method is a semiotic analysis which offers insights via description and interpretation of the particular encoded signs. The main focus is concentrating on the camera take and cuts, graphics, colour, characters and the entire mythologization process.
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The system of infants nutrition with emphasis on inclusion of gluten into the diet
HOFFMANNOVÁ, Aneta
The aim of the bachelor thesis called System of infants nutrition with the emphasis on adding gluten in food is to determine how the mothers are approaching the nutrition of their children at the age from the beggining of second month to the end of twelfth month. In the theoretical part of my thesis I focused on the overall nutrition of infants, on the breast milk and also on the artificial infant nutrition. Further in the theoretical part I payed my attention to the gluten which is recently very disscused among the experts, regarding its influence on the later development of the disease called celiac disease. At the end of my thesis, I also payed my attention to this particular illness. In the research part of my thesis I focused on the fact, whether mothers are breastfeeding or not and if not, which artificial nutrition are they using. Then I focused on different kinds of side dishes, in which month of the age the mothers add the side dishes and whether they are preparing it themselves or whether they buy it. Gluten plays the most important role in my thesis and also the fact, when mothers are adding it into theirs infants nutrition. To elaborate the research part of this thesis I used the quantitative research method when I have been collecting the desired information via pre-prepared forms which I gave to 50 mothers having a baby in the age between 6. and 12. month. The dominant part of my research is done in the hospital in Ceske Budejovice during my mandatory practice. The rest of the research I gain from mothers living in my neighbourhood. The entire research was made from november 2015 to june 2016. I divided and evaluated the obtained information by using graphs and tables, where collected data are itemized according to the age of infants. Thanks to the second short form I gained another information from pediatricians and pediatric sisters. In this second form I mainly questioned them about the issue of adding gluten to the infants nutrition. The dominant part of the questionnaire was completed with the help of pediatric staff in the hospital in Ceske Budejovice. The rest of the questionnaire I filled in pediatric ambulances close to my residency. The forms dedicated to the doctors and sisters were also evaluated by using graphs and tables. In the last chapter of my thesis I prepared the sample menu with the "Nutriservis Profesional"software. This menu is suitable for infants in the age of 10 months.
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