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Kališ, Jakub ; Dolanský, Pavel (advisor) ; Klimeš, David (referee)
The Bachelor thesis "Marketing communication of the Camel brand: From normal to iconic brand" provides a description of marketing tools of the Camel cigarette brand for the entire period of its existence. More than a century of the brand history is seen mainly from the perspective of the cultural branding. In terms of the paradigm of this approach, it attempts to answer the question whether the Camel brand can be considered iconic. The text is complemented with an extensive visual documentation, which is an essential source of information on the background of historical events.
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Byliny of bogatyr Svyatogor: Structural and Comparative Analysis of Narrative
Dynda, Jiří ; Lemeškin, Ilja (advisor) ; Antalík, Dalibor (referee)
Jiří Dynda Byliny of bogatyr Svyatogor: Structural and Comparative Analysis of Narrative (MA Thesis) Abstract This thesis is an analysis and interpretation of the thirty seven textual variants of the byliny of bogatyr Svyatogor. After the general introduction to the Russian folk epics and after the presentation of issues concerning the study of oral epic literature, author's own structural concept of myth and cultural representations is presented. In the central part the thesis attempts to apply these principles to the narrative of the byliny of Svyatogor and by means of a thorough analysis it indicates, which motives and their relations were fundamental for this narrative to make sense in the local context of bylinaic tradition. The thesis claims that these narratives primarily deal with the themes of the initiation of a young hero, the generation conflict and the transmission of a mentor's position to his apprentice (or, metaphorically, a father's position to his son). This hypothesis is subsequently tested via a two phased comparative analysis of the central motives and their clusters: Firstly, the comparison is made in the context of the bylinaic traditions per se and in the context of the ethnographic situation at the Russian North (internal comparison), and secondly, in the wider scope of the Eurasian...
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Semiosis of the self-prezentation of sports clubs AC Sparta Praha and HC Sparta Praha in the season 2013/2014
Drobná, Šárka ; Šoltys, Otakar (advisor) ; Jirák, Jan (referee)
Diploma thesis deals with semiotics of advertising media campaigns of sport clubs AC Sparta Praha and HC Sparta Praha in the season 2013/2014. Both of the clubs celebrated an anniversary this season: AC Sparta Praha celebrated 120 years since its foundation, HC Sparta Praha celebrated 110 years. That was a reason why media campaigns were intensive and referred to the glorious history of the clubs. The Diploma thesis research is focused on meanings encoded into the campaigns and attempts to find out which verbal and non-verbal signs create the term "Sparta". The Author tries to find out if there is the same semiotic base for both clubs which operate with the same name and elementary signs. Diploma thesis defines contemporary "myth of Sparta" in Czech sport area. Theoretical part occupies with contemporary status of sport in the society, analytical part deals with the media campaigns of both clubs from semiotic perspective.
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Construction of Media Reality during Mirek Topolánek's Resignation Period
Renovica, Vera ; Šoltys, Otakar (advisor) ; Nečas, Vlastimil (referee)
The thesis Construction of Media Reality during Mirek Topolánek's Resignation Period analyses a total of 294 instances of media output published or broadcast between 20th March and 1st April 2010 and dealing with Mirek Topolanek's resignation from his positions within the ODS in the context of his statements for LUI Magazine. The interview dealt with the Jewish faith, homosexual orientation or the voters of the ČSSD. The theoretical part of the thesis elucidates themes related to the construction of reality as described by Peter L. Berger and Thomas Luckmann, media routines, which can contribute to this phenomenon, and the creation of myth according to Roland Barthes. The research part of the thesis uses the propositions of Critical Discourse Analysis with an emphasis on Critical Linguistics, to isolate discourses, which were used to establish a connection between Topolánek's statements for LUI Magazine and his exit from the ODS and politics in general. A partial analysis also notices how the linguistic tools of tabloid and non-tabloid media were brought closer together. Finally, the Semiotic Analysis focuses on the caricatures of Mirek Topolánek and identifies myths which served as a basis for perceiving his image and the possibility of his further political career.
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Rousseau's Version of the Myth of the Noble Savage
Waldová, Klára ; Voldřichová - Beránková, Eva (advisor) ; Pohorský, Aleš (referee)
The aim of my thesis is to grasp the myth of the noble savage in the work of J.J. Rousseau. Specifically, I will occupy my mind with Discourse on the Origin and Basis of Inequality Among Men, in which Rousseau presents human being from its origin to the civil society, and partly I will draw from Emile, or On Education, where Rousseau presents the noble savage and applies him to forming of future generations. In this work I will try to sketch out particular components of the studied myth (mythemes) and also to define Reousseau's specific contribution to French thought and literature. In conclusion, I will try to point out how the myth of the noble savage develops in French culture.
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The Gender Analysis of Žítkovské bohyně
Holinková, Lucie ; Knotková - Čapková, Blanka (advisor) ; Kalnická, Zdeňka (referee)
This thesis constitutes the gender analysis of the Kateřina Tučková's work Žítkovské bohyně. The methodological and theoretical part defends feminist literary criticism as a legitimate approach to the text, represents a method of feminine writing and reading and examines the question of literary canon. Besides it analyses archetypes, which are demonstrated with using classical feminist texts, which depict typological attributes of characters as well as some model situations of the novel. The characters are related to archetype of witch, Demeter narrative and seductress, which all are interdependent. Except for archetypes, the thesis also discusses the issue of stereotypical display of feminity and masculinity, spirituality connected with women characters, interprets nature of myths and reflects mutual relationship among characters of the novel in the gender system. The proper analysis of female and male characters focuses on the main female characters, which are influenced by male partners and theme of the curse, which is the key for this analysis.
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From horror character to girl's idol. Vampire in contemporary literature for young adults
Koubová, Denisa ; Píšová, Ina (advisor) ; Brožová, Věra (referee)
This thesis deals with the evolution of vampire as a literary character in contemporary production for young adults. Its aim is not to describe all existing works but to cover only the most interesting representations of a vampire in various epochs. The thesis describes the most influential works building the literary stereotype of a vampire and proposes an evolution line. The crucial works in this genre are: Vampire, Carmilla, Dracula, Interview with a Vampire, The Vampire Diaries, True Blood, Twilight, House of Night, Vampire Academy and Vampire Boardingschool. Based on them we create a typology according to the appearance, character and narrative role of a vampire. The thesis begins with an anthropological introduction, especially with the origin of the vampires in Easteuropean folk tradition. Farther more we deal with most common genres used to enrich the vampire literature and theory of a literary character as a narrative category. The analysis covers the evolution of a vampire character from its naturalistic appearance to its very civilized pole in the contemporary young adults fiction. We close with the chapter describing the character of a vampire as a literary symbol.
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Narration as Principle of Individuation
Müller, Karel ; Hošek, Pavel (advisor) ; Bargár, Pavol (referee)
This thesis in the beginning explores various approaches to relation of human mind and language. It focuses concretely on contact of reader and literal work. It deals with theory language structures and their relation to the human view of the world. It treats of discipline about right understanding of text and his impact on human mind. The work explores narrative ability of recognition, relation of reader and text in light of structuralism, ability of filling meta-texts structures. Further it analyzes the significance of myth on human mind, its influence on society and henceforth its ritual use. Next the work is about relation of myth and fairy tale, about their similarity and difference and about mythical thinking in our current society. The last chapter is key part of the work, to where leads previous text. It explores individuation process and influence of narrative on its successful completion. In this part the work examines total influence of narrative on human soul and possibility of narrative psychotherapy and analyzes narration from the view of the depth psychology. Powered by TCPDF (www.tcpdf.org)
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The literary character of Don Juan in French literature from 1850 to 1950
Kareta, Filip ; Jamek, Václav (advisor) ; Pohorský, Aleš (referee)
Master's thesis Don Juan as the character in French literature from 1850 until 1950 is dedicated to the research on the change of Don Juan's character in the selected works of this period. Author concentrated on the sources of inspiration and on contribution of individual authors in relation to previous works with Don Juan's theme. In his work he uses mainly the comparative method. He divides works into three groups. In the first group, there are the works whose authors found inspiration for Don Juan's character above all in the works of Molière and Tirso de Molina. In the second part, there are works that follow the romantic concept by Prosper Mérimée. In the third part, there are atypical works, in which does not prevail any of the previous models. Author concentrates on new elements with which Don Juan's myth was enriched.
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The Poetics of Space in The Alexandria Quartet.
Malý, Lukáš ; Bílek, Petr (advisor) ; Pokorný, Martin (referee)
Poetics of space in The Alexandria Quartet is created by multilevel structures. This poetics is closely connected to the main space of the story - Alexandria, which is at the same time one of the novel's topics. Each level is suggested in connection to various theoretical conceptions which are subsequently used for my own analysis. Alexandria is initially an aesthetic coulisse of the story which is portrayed by descriptive passages. Strongly subjective and lyrical descriptions of the city establish overall impression of the story and potentially support reader's experiential illusion. Alexandria and its specificity is further modulated and thematised by its special macroscopic conditions which border Alexandria as an autonomous fictional space with its own rules within the novel's fictional world. Part of poetics of the space in this novel is also portraying spatio-temporal aspect of the reality (chronotope) no only on the level of the story, but also on the level of storytelling. Alexandria is further explicit rhetoric and also through semantic indexation personified and enters semantic relations with the main characters and events. Each level is complementary to another and all are part of the semantic gesture of the novel. Alexandria becomes a separate symbol, mythical entity which importance is...
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