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The language of the Portuguese advertising
Melounová, Irena ; Hricsina, Jan (advisor) ; Jindrová, Jaroslava (referee)
My graduation work, The Language of Portuguese Advertising, deals with modern and dynamic promotional discourse. The results presented in the project are based on the analysis of self-gathered promotional wordings in the Portuguese press from 2006 - 2008. The project is divided into 8 chapters reflecting individual linguistic discipline and verbal level. Advertising is mainly one-way communication originating from a company and going to anonymous parties, not a specified potential customer group. First of all, the promotional message has to catch the recipient's attention; secondly, it should inform about product purchase benefits in the best way. The conative function ranks first among the linguistic functions.Printed advertising has a verbal-iconic character. The brand name in advertising represents minimal linguistic utterance. Primarily, I devoted the chapter on pragmatics to conversational maxim denials. Promotional messages often don't adhere to relevancy and quality. They usually deputize indirect verbal acts. Expressions such as aqui and agora predominate in the temporal and local area of deixis and they refer the utterance to the moment and place of the speech. The most frequent demonstrative is este that refers to subjects being promoted. The most-used morphosyntactic means to praise a product or...
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The language of the Portuguese advertising
Melounová, Irena ; Jindrová, Jaroslava (referee) ; Hricsina, Jan (advisor)
My graduation work, The Language of Portuguese Advertising, deals with modern and dynamic promotional discourse. The results presented in the project are based on the analysis of self-gathered promotional wordings in the Portuguese press from 2006 - 2008. The project is divided into 8 chapters reflecting individual linguistic discipline and verbal level. Advertising is mainly one-way communication originating from a company and going to anonymous parties, not a specified potential customer group. First of all, the promotional message has to catch the recipient's attention; secondly, it should inform about product purchase benefits in the best way. The conative function ranks first among the linguistic functions.Printed advertising has a verbal-iconic character. The brand name in advertising represents minimal linguistic utterance. Primarily, I devoted the chapter on pragmatics to conversational maxim denials. Promotional messages often don't adhere to relevancy and quality. They usually deputize indirect verbal acts. Expressions such as aqui and agora predominate in the temporal and local area of deixis and they refer the utterance to the moment and place of the speech. The most frequent demonstrative is este that refers to subjects being promoted. The most-used morphosyntactic means to praise a product or...
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Ethics as a normative standard in European Asylum Policy: case study of unaccompanied minors
Kohoutová, Žaneta ; Novotná, Markéta (advisor) ; Melounová, Irena (referee)
This bachelor thesis focuses on European asylum policy with the attention to unaccompanied minors. The aim is to find out on which principales the Common europen asylum system is based, how and whereas the specific situation of the unaccompanied minors is taken into consideration and where are the weaknesses while implementing the system into reality. The first theoretical chapter summarizes theoretical basis of ethics and regarding the relation ethics and migration. The second chapter is devoted to prncipales of asylum policy and its implemention into European common asylum system. The third chapter analyzes the realization of policiy through cases studies, especially in Hungary and Sweden.
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Legalita užití dronů
Slabá, Tereza ; Trávníčková, Zuzana (advisor) ; Melounová, Irena (referee)
The thesis analyses the legality of the use of drones in warfare based on the examination of three specific case studies. Firstly the use of armed drones in Afghanistan 2001 and 2002, then Pakistan drone strikes ongoing since 2004 and lastly the Yemen case study. A developed legal framework is used to assess the legality of the use of drones. Furthermore, it briefly touches upon the aspects of morality and ethics of the use of the unmanned aerial vehicles in combat.
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Non-governmental organization People in need and human rights. Case study.
Sloupová, Barbora ; Zemanová, Štěpánka (advisor) ; Melounová, Irena (referee)
This thesis follows the action of the non-governmental organization (NGO) People in Need. The aim of this thesis is to find out both what the contribution of the NGO People in Need to the field of human rights is and what methods are put in use within their operations. The theoretical part firstly deals with non-governmental organizations from a generic point of view in order to further tackle those NGOs that are active in the field of human rights. The empirical part of this thesis is specifically focused on the case of the non-governmental organization People in Need, bringing forward its overall activity and effect especially within the task of promotion of human rights. The methods used in this field are defined and their application is then monitored in two concrete case studies of Burma and Cuba. In connection to the support provided to those countries, this thesis further explores the ways of spreading awareness of such topic onto the Czech civil society.
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UN Free&Equal campaign and its impact on position of sexual minorities
Vítková, Zuzana ; Zemanová, Štěpánka (advisor) ; Melounová, Irena (referee)
This bachelor´s thesis is dealing with the problematic of sexual orientation and gender identity. The main point of the thesis is particularly the United Nations campaign Free&Equal and its strategies which uses on state actors as well as the world society in order to impact the public opinion. Also it is focusing on the regional cooperation that enables better campaing working, the example is Russian LGBT Network which operates in Russian Federation.
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The Strategy of Soft Power Use in Brazilian Foreign Policy
Pešková, Michaela ; Němec, Jan (advisor) ; Melounová, Irena (referee)
This bachelor's thesis focuses on a study of Brazilian soft power in the context of the country's foreign policy and an analysis of changes in its use. Since the soft power strategy was mainly developed during the administration of president Luiz Inácio Lula da Silva, this thesis concentrates on the years 2003-2014. This period includes both the era of Lula da Silva (2003-2010) and the first term of president Dilma Rousseff (2011-2014), as a form of comparison. The first section, which is based on the works of Joseph Nye, introduces the concept of soft power in international relations. The second section is dedicated to an analysis of soft power in both presidents' foreign policies. It focuses primarily on multilateral diplomacy, international peacekeeping operations and development cooperation. Additionally, it mentions the circumstances which influenced the decision-making of the two presidents. The third and final section assesses Brazilian soft power strategy in the given time period by evaluating all available data from polls, soft power indexes and own questionnaire. The overall purpose is to determine the extent to which the 2011 change in presidency impacted the amount emphasis placed on soft power in the country's foreign policy activities.
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Analysis of the problematics of coca cultivation in Bolivia and its impact on the relations with the US
Šlechtová, Markéta ; Havlová, Radka (advisor) ; Melounová, Irena (referee)
Bachelor thesis, Analysis of the problematics of coca cultivation in Bolivia and its impact on the relations with the US, examines the historical development, traditional use and cultivation of coca. It also discusses the causes of the US hard-line stance against drugs and its efforts to completely eradicate coca in producing countries such as Bolivia. It captures not only the historical but also the economic context, and the strategies and laws used to enforce the coca eradication. It also identifies the major reasons why the chosen strategy does not produce the desired effects, and how the problematic situation of the production and smuggling of drugs should be dealt with according to the bolivian president Evo Morales and the US government. Firstly, the study examines the historical context and traditions of the cultivation and use of coca, followed by a description of the domestic situation, the relation between Bolivia and the US and the lobbying efforts in coca legalization made by president Morales. The second chapter describes the history of cocaine in the US, hard-line stance against drugs and the drug cooperation of the US and Bolivian governments. The study ends with the insight and views on the current situation from the position of the United States and countries neighboring Bolivia.
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The impact of political and economic situation in Argentina on the dispute over the Falkland Islands
Houšková, Lenka ; Kochan, Jan (advisor) ; Melounová, Irena (referee)
This bachelor thesis is dedicated to the Falkland Islands dispute between Argentina and the United Kingdom. It investigates Argentina's stand on the issue and its solution, while focusing on domestic political and economic conditions, and their influence on the dispute. Argentina's steps to reaching a solution and developments in Argentinian political system and economy are summarised. Consequently, it is discussed how and to which degree domestic conditions in Argentina have influenced the issue of Falkland Islands and why it has not been solved yet.
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