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The Semiotic Analysis of Campaign "chodicilide.cz"
Kutilová, Lucie ; Marcelli, Miroslav (advisor) ; Švantner, Martin (referee)
The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.
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Patricularities of Visual Signs in Frangrance Advertisement
Šebetková, Jana ; Svoboda, Aleš (advisor) ; Šafaříková, Radana (referee)
This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.
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Semiological analysis of the image of Barack Obama in Time magazine
Růňová, Michaela ; Šafaříková, Radana (advisor) ; Marcelli, Miroslav (referee)
This thesis deals with the current media communication, visual image of Barack Obama on the front pages of Time magazine, and the application methods of semiological analysis inspired by Roland Barthes. Semiological analysis is performed on selected front pages of Time magazine. There is always determined and described the method that is subsequently applied at the beginning of each analysis. Utilized concepts are reading the image, denotation, connotation and myth. Attention is also drawn to the concept of photography and the relationship between text and image. The work refers to the use of Barthes theoretical concepts in contemporary visual communication. I also focused on innovation methods semiological analysis using knowledge of social semiotics. The basic reference lines and hypotheses include: efforts to use concepts of denotation, connotation and myth in the analysis of visual images of the known politician, monitoring the relationship between text and image on the front pages. The analysis results are reviewed and supplemented by analysis of trends in the composition of politician image. The work examins the applicability of semiological methods in visual environment and also focuses on the results of the analysis. The image of Barack Obama is a sort of visual communication, where the...
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Rhetorical Figures in Visual Advertisements of Selected Fashion Houses
Dvořáková, Andrea ; Šafaříková, Radana (advisor) ; Švantner, Martin (referee)
Selected fashion houses that exclusively offer luxurious goods use specific form of promotion of their products. Each house usually holds onto traditions of its country and features essential for its own brand while creating new collections. From the point of view of neo-rhetoric it would be appropriate to analyze visual advertisements of the houses (Chanel, Dolce & Gabbana, Burberry) if they create certain models via them. The main advertising campaigns for the spring/summer 2011 season were chosen for this comparison. Under the terms of observation and semiotic analysis of the fashion advertisement focused on rhetoric figures it can be proved that individual fashion houses aim their attention to how their potential customers' thinking is influenced by their advertising. The model of Roland Barthes is used for the analysis of chosen visual advertisements. Out of all rhetorical tropes the attention is paid to main four - visual metaphor, metonymy, synecdoche and irony. Fashion advertising meets unwritten norm that sets a target to convince the customer of suitability of the products for him.
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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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Denotation of adjectives partly converted into nouns
Štičková, Zuzana ; Brůhová, Gabriela (advisor) ; Malá, Markéta (referee)
The present thesis analyses adjectives partly converted into nouns and their different types of denotata. Due to the fact that conversion is a type of word-formation which raises various questions, one of the tasks of this thesis is to present the different approaches of scholars to this linguistic phenomenon. In the practical part the aim is to compare their findings with the excerpted examples of adjectives partly converted into nouns from the BNC. This empirical part is based on the analysis of 167 tokens out of which there are 100 different types of adjectives. The excerpted tokens are grouped into classes according to their denotata into Type (a) denoting groups of people or animals, Type (b) denoting nationalities, Type (c) denoting abstract concepts and Type (d) denoting individual people. Each of these groups is separately analysed from the morphological and then from the semantic perspective and a comparison among these four groups is made.
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Significance of visual informations and their interpretation for needs of subject analysis
Augustová, Veronika ; Kovaříková, Klára (advisor) ; Vodrážková, Katrin (referee)
Thesis focuses on the topic of visual informations, their interpretation and use in subject analysis. Work is structured in partial chapters, which are thematically linked to each other. First chapter is given to historical development of visual informations and visual culture. The second chapter is focused on field of interpretation, connotated and denotated messages and methods of interpretation. There is also analyzed question of existence of a single correct interpretation of visual informations. Next chapter deals with content analysis. In this chapter the emphasis is on objective and subjective information indexing and also on social tagging. In the last chapter are analyzed visual information in terms of fields here are these information used and in terms of media, which are used for expressing information. In this chapter is shown how to interpret visual information, to be understandable for their recipients [Author's abstract]
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Semiotic analysis of the text concentrated on asymmetry of linguistic sing
Fraňková, Sylvie ; Listíková, Renáta (advisor) ; Jančík, Jiří (referee)
English abstract: Title of the thesis: Semiotic analysis of the text concentrated on asymmetry of linguistic sing Keywords: semiotics, linguistic sign, semiotic analysis, asymmetry of linguistic sign, myth, denotation, connotation Abstract: The objective of this thesis is to show how the linguistic sign functions in practice and what is its real meaning in the context of communication. This process is based on semiotic analysis of illustration of the artistic literature. In its theoretical part an elementary terminology and historical pillars of formation and developement of semiotics such as an equal humanistic science are presented. In the practical part we will demonstrate, thanks to the semiotic analysis of myth, how the linguistic sign functions within the communication and the cultural context.
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Linguistic aspects of translating informal/slang expressions in American TV series subtitles
Vaňková, Marie ; Klégr, Aleš (advisor) ; Gráf, Tomáš (referee)
The present study treats the problem of translating American slang and informal vocabulary into Czech. Its aim is to explain why this kind of vocabulary can be difficult to translate and to compare two different approaches to the task. It works with material excerpted from the subtitles of an American TV series, the official and the unofficial version of its translation. The experimental part brings information on the incidence of different types of mistakes and it identifies the main tendencies of the translators in dealing with various problems. The final part characterizes the strategies of individual translators, commenting on their strong and weak points.
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