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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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Movement and multiplicity. Ontological dimension of painting in Gilles Deleuze's works.
Sluková, Tereza ; Fišerová, Michaela (advisor) ; Marcelli, Miroslav (referee)
Annotation: The aim of the thesis is to verify the claim that movement and multiplicity in the works of Francis Bacon, as interpreted by Deleuze, become novel ontological features of the paintings; at the same time, Deleuze's critical reading of Bacon's thoughts and other texts foregrounds the relationships of representation and interpretation, thus making Deleuze's concepts applicable to the philosophical refexion of the theory of painting. The chief goals of the thesis are therefore to understand the rhizomatic thinking in the perception of the artwork and to emphasize the problem-riddled nature of the relationship of representation and interpretation in the works of Gill Deleuze. By way of comparison of two actual texts it will be demonstrated that the endeavour by Deleuze to use the rhizome concept to transcend represention is doomed when confined to the level of immanence. What is thus arrived at is a far more fundamental topic of the relationship of the levels of immanence and consistence.
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Deleuze and Communication. Rhizom as a Model of Artistic Communication
Sluková, Tereza ; Fišerová, Michaela (advisor) ; Michalovič, Peter (referee) ; Dadejík, Ondřej (referee)
In this work, I examine the hypothesis that the territorial nature of a work of art, as defined by Gilles Deleuze, provides the lexicon for the establishment of artistic communication. Confronted with Deleuze's critical grasp of the notion that communication is creative, we are required to rethink the positions of interpretation and representation in experiencing artwork. This effort commences with the proposal of a communication model based on the qualitative aspects of communication that support the semiotic nature of artistic creation. Thus, it can be established that the communicative essence of art is not based on the transmission of a specific meaning, but rather an emphasis on the affective plane of sharing. Such shift presupposes the fusion of the individual roles of the functionality of the communication scheme and the focus on the performative level of reception. Keywords: Deleuze, communication, art, map, performative reception
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Peacefulness Through a Bowl of Tea: The Way of Tea as a Medium of Transformation
Komberec Novosadová, Barbora ; Zaccarello, Benedetta (advisor) ; Sluková, Tereza (referee)
The Japanese way of tea has been explored with scientific rigor through the fields of anthropology, aesthetics, philosophy, religion, semiotics, and other academic disciplines. This thesis will examine the phenomenon of the "bowl of tea" (considered here as the axis mundi of a tea gathering) on three levels: as a gift, as the basis for the foundation of responsible and considerate relationships in the community, and as a medium of transformation into peacefulness. First, it will explore the nature of the gift in different social practices of exchange in general and in the way of tea in particular. Second, it will present research connecting the gift and the process of giving as a mode of hospitality in the tea gathering. Third, it will assess, through concepts of spatial semiotics, the transformative nature of the way of tea. It will conclude with a statement as to the potential of the way of tea experience to transform human experience and behaviour to others via the phenomenon of gift. Key words Japanese way of tea, Gift, Hospitality, Peacefulness, Transformation, Medium, Semiotics
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The Acceleration of Communication and Manifestations of Everydayness in the Information Society. Parallel to the Approaches of Paul Virilio and Godfrey Reggio
Novotná, Eva ; Fišerová, Michaela (advisor) ; Sluková, Tereza (referee)
This thesis deals with the introduction of new technologies in the information society, which cause acceleration of aspects of everyday life. The consequence of this situation is the increased level of alienation and anonymity among people in cities. The thesis compares the view of two authors. The first one is a French writer and philosopher Paul Virilio, the other is an American director Godfrey Reggio. Both authors perceive the transformation of today's society negatively and describe the consequences arising from the introduction of new technologies. Each of them uses a different form of expression - Paul Virilio, writing and text, Godfrey Reggio, documentary films. Nevertheless, they have the same opinion on the relevant issues and come to similar conclusions. The aim of this thesis is to compare the two authors and their ideas and propose possible solutions to prevent negative consequences of acceleration of aspects of everyday life. Key words Virilio, Reggio, acceleration, technology, information society, media, communication
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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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Movement and multiplicity. Ontological dimension of painting in Gilles Deleuze's works.
Sluková, Tereza ; Fišerová, Michaela (advisor) ; Marcelli, Miroslav (referee)
Annotation: The aim of the thesis is to verify the claim that movement and multiplicity in the works of Francis Bacon, as interpreted by Deleuze, become novel ontological features of the paintings; at the same time, Deleuze's critical reading of Bacon's thoughts and other texts foregrounds the relationships of representation and interpretation, thus making Deleuze's concepts applicable to the philosophical refexion of the theory of painting. The chief goals of the thesis are therefore to understand the rhizomatic thinking in the perception of the artwork and to emphasize the problem-riddled nature of the relationship of representation and interpretation in the works of Gill Deleuze. By way of comparison of two actual texts it will be demonstrated that the endeavour by Deleuze to use the rhizome concept to transcend represention is doomed when confined to the level of immanence. What is thus arrived at is a far more fundamental topic of the relationship of the levels of immanence and consistence.
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