|
|
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.
|
|
|
Breathing and respiration as the source domain of conceptual metaphors in Czech
Bulak, Patrik ; Vaňková, Irena (advisor) ; Janovec, Ladislav (referee)
Bachelor thesis is focused on the semantic sphere of breathing and respiration. It is based on theories and methods of cognitive-cultural approach to language. The first chapter concerns the conceptual metaphor theory, metonymy cognitive concepts and the metaphor combined with metonymy (the metaphtonymy). The next chapter brings examined semantic sphere based on data from interpretation, etymological dictionaries etc. The attention is drawn in particular on metaphor and metonymy, to which the data refer. The third chapter deals with the physical experience of breathing in its entirety (sensory perception of breathing and experiencing of own respiration). There is also outlined, how this experience base is projected into the language. The crucial chapter of the thesis presents the classification of the collected material of language: it shows which target domains are related to source domain of breathing and respiration on the metaphorical expressions excerpted from phraseological dictionaries in the form of idioms. Research has shown that the breathing and respiration in the source domain are used primarily metonymically. Then it is possible to distinguish the metaphors from metonymy (metaphtonymies) and the "pure" metaphors (personifications). Based on the data interpretation there are at the end...
|
|
|
Motivation of selected Prague city's toponyms in Czech sign language
Hejlová, Lenka ; Hudáková, Andrea (advisor) ; Macurová, Alena (referee)
Práce "Motivovanost vybraných toponym hlavního města Prahy v českém znakovém jazyce" se věnuje jedné z oblasti onomastiky - vlastním jménům zeměpisným, a to znakům pro stanice metra hlavního města Prahy (hodonymům). Práce zkoumá podstatu a princip fungování motivovanosti v českém znakovém jazyce, důraz klade na vizuálně motivované znaky. Cílem práce je i zkoumat a případně klasifikovat, jaké pojmenovávací postupy využívají znaky označující stanice pražského metra.
|
|
|
Rhetorical Figures in the Translation of Political Speeches (the 1970s and 1980s)
Tihelková, Martina ; Králová, Jana (advisor) ; Eichl, Radek (referee)
The diploma work is divided into two parts - theoretical and practical. The first part is further divided into the theoretical linguistic subsection and theoretical political science subsection. The theoretical linguistic part comprises information on metaphors, metonymies and synecdoches taken from Czech and Spanish linguistic handbooks and is focused on a phenomenon of levelling and it also deals with the function of the aforementioned rhetorical figures. In the first part there is also a chapter on the rhetorical style and translation of rhetorical figures. The second, practical part deals with the analysis of the rhetorical figures in selected political speeches, their function, frequency and possible levelling when translating them into the target language. The analysis is carried out on the basis of a comparable sample of political speeches in the Czech and Spanish languages. They are the speeches of two important personalities of the 1970s, President Ludvík Svoboda's speeches in the Czech language and in terms of the Spanish linguistic background - the speeches of his Chilean counterpart - President Salvador Allende, and their Czech translation. Key words: levelling, metaphor, metonymy, synecdoche, translation, political speech
|
|
|
Figures of speech in non-literary translations
Mazancová, Zuzana ; Králová, Jana (advisor) ; Eichl, Radek (referee)
The present thesis deals with figures of speech in non-literary texts and with the problems connected to their translation. The first part is dedicated to the theoretical description of figures of speech. First we deal with their definition according to the Czech and Spanish terminology and next we proceed to the figures that can be expected in popular science texts. We deal mainly with metaphors, their classification and opinions of translation scientists about the possibilities of their translation; but we mention also simile, metonymy and synecdoche. The second chapter is dedicated to popular science texts, to the problems connected to their translation, to the presence of metaphors in this type of texts and to their translation. In the second part we describe the analysed texts and the methods used in our work; the third part deals with the results of our analysis. During our analysis we found the same amount of figures of speech in both languages. Metaphors predominate in both languages, but while in Czech they represent the absolute majority of all figures, in Spanish they represent only a half of all the examples. Personification also appears many times in Spanish texts, but in Czech texts it doesn't appear in such a large measure. Metonymy, synecdoche and rhetorical question are represented...
|
|
|
Figures of speech in translation contemporary venezuelan press with focus on Jan Rudolf Slabý
Tesárková, Lenka ; Králová, Jana (advisor) ; Eichl, Radek (referee)
Rigorous work called "Rhetorical figures in translations of contemporary Venezuelan journalism with focus on Jan Rudolf Slabý" concentrate on analysis of journalistic texts with accent on rhetorical figures (especially metaphor and metonymy). First part of the work deals with theoretical analysis of Czech and Spanish terminology in the field of rhetorical figures, definition of populism from the point of view of political science, specific language used by politicians and also different methods for translation of rhetorical figures from Czech to Spanish. Second part is based on empiric study which analyzes texts of Spanish lecture called "El Libertador Simon Bolívar y su papel en la revolución emancipadora de la América Espaňola (1930) "and its translation to Czech by means of modern statistic methods. Second text used for comparison is the magazine 8 Estrellas published by the Embassy of Venezuela in the Czech Republic. On the basis of analyzing the same sample of journalistic texts in Czech and Spanish are compared types and frequency of rhetorical figures with focus on their function in populist oriented texts. During the research were used modern statistical methods as modus, median and arithmetic mean etc. The work was extended also by the curriculum of the famous Czech translator Jan Rudolf...
|
|
|
Metaphor and Metonymy in the Contemporary Argot of the Parisian Suburbs
MEDÁČKOVÁ, Jana
The main topic of my dissertation is exploitation of metaphor and metonymy in current argot of Parisian suburbs. The paper defines metaphor, metonymy and synecdoche (special type of metonymy). It also describes the term argot and analyses present argot French on Parisian suburbs from social-linguistic perspective. In the end based on available sources my work analyses lexical units in argot created by means of metaphor and metonymy and describes in detail the process of relevant semantic change.
|
|
|
The Professional Speech and Slang of Musicians
NYKRÝNOVÁ, Markéta
The analysis of musicians{\crq} professional speech is the subject of this thesis. The main stress is put to the profiling of various ways the professional speech vocabulary is being enriched: by taking over expressions from foreign languages, semantic forming of lexical units (metaphor, metonymy) and creation of new words. Therefore, the attention is also focused on the word-building structure of the lexical units. Also, the presence or absence of the expressive token is being observed. The goal of the work is to draw attention to the vocabulary of musicians{\crq} professional speech from the linguistical point of view. The explanatory directory of terms used by musicians during excercise of their profession is the integral part of the work. For easier orientation, the index is also included.
|
|
| |
|
| |
guest ::
