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The use of a trade marks as a key words for searching in Internet
Vaňková, Zuzana ; Dobřichovský, Tomáš (advisor) ; Žikovská, Petra (referee)
Use of trade marks as internet search engine keywords Main purpose of my thesis is a comprehensive analysis of the issue of trade mark use as internet search engine keywords in relation to displaying advertisements on the internet search engine's websites, mostly from the point of view of the European Union law. However, I briefly address also legislation and jurisdiction in the USA. I chose the topic of my thesis mostly because it is one of the most discussed issues in the field of trade marks in the last few years, not only thanks to its significant economic importance, but also because of the challenge which this issue brought to the law practice. This completely new form of trade mark use was not anticipated by applicable law and it caused many debates regarding basic principles of trade mark protection. The thesis is composed of eight chapters. The first chapter is an introduction. Chapter two provides basic insight into the issue of keywords. The system of internet search engine functioning and keyword advertising is introduced. This chapter also addresses the economic importance of keyword advertising and possible conflicts that may arise when trade marks are used as keywords. Chapter three analyses trade mark legislation with focus on Community trade marks. The scope of rights of trade mark...
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The use of a Trademarks as a Keywords for searching in Internet
Hrubeš, Marek ; Dobřichovský, Tomáš (advisor) ; Žikovská, Petra (referee)
in English Use of trademarks as keywords for searching the Internet The purpose of this thesis is a comprehensive analysis of the use of trademarks as Internet search engine keywords to trigger advertisements that are displayed on search result pages. The main part of the thesis is devoted to legislation and case law in the US. However, for the comparative purposes, I also address developments concerning keyword advertising in the EU. I chose this topic because it combines traditional elements of law with modern technologies. Moreover, despite its significant economic and legal impacts, I consider this topic as insufficiently researched in the Czech Republic. This thesis consists of six chapters. The first chapter is devoted to a general introduction to trademarks, including the history of trademarks, current legal definitions of trademarks as well as legal frameworks of trademarks law. This chapter also focuses on an element of trademark distinctiveness and analyses functions of trademarks. Last but not least, it also describes basic classifications of trademarks and provides their examples. The second chapter introduces the issue of keyword advertising. It focuses on a description of the operation of Internet search engines, keyword advertising programs and AdWords' current policy. The third...
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DOMOV (house/home/homeland) as a Czech concept (Questionnaire survey)
Kobesová, Alena ; Vaňková, Irena (advisor) ; Janovec, Ladislav (referee)
This bachelor's thesis is focused on exploring of home conceptualization by Czech native speakers of different ages (preschool children, students, adults). It aims to supplement information identified in the context of international comparative EUROJOS research - Linguistic and cultural picture of the world of Slavs and their neighbors. It's methodologically based on cognitive linguistics and etnolinguistics. It verifies the conceptualization of home based on my questionnaire which was inspired by ongoing research within the EUROJOS project. This survey will be modified; representatives of different age groups are assigned to it. Preschool children are included to this project too and their conceptualization is verified through drawings. In this bachelor's thesis the current results of my own empirical survey are compared with theoretical solutions.
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Keywords in J. K. Rowling's Harry Potter novels
Hošek, Karolina ; Malá, Markéta (advisor) ; Vašků, Kateřina (referee)
Keyword analysis is a method used in corpus linguistics, in which keywords are generated automatically from the text against the background of a reference corpus serve as the starting point of the analysis of the text. In this thesis, keywords are retrieved from a literary text and analyzed, with a focus on their function as style markers. The theoretical part of this work centers around the description of corpus stylistics, the role of keywords in corpus stylistics and previous findings in the field by other researchers, including linguistic analyses of literary texts. This chapter is complemented by a methodological part which describes the software used in the research and its individual tools. The keyword analysis method is tested by comparing the seven novels of the Harry Potter series to a reference corpus - a subcorpus of the British National Corpus comprising fiction for children and teenage readers. The first one hundred keywords generated using the concordance software AntConc are further divided into subgroups of grammatical and stylistic words, and lexical words, which are listed together with proper nouns. The analyzed keywords illustrate the ways in which the explored text differs from comparable works of children's literature in both lexis and grammar. The concluding part evaluates...
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News Topics Tracking
Bílek, Karel ; Bojar, Ondřej (advisor) ; Holan, Tomáš (referee)
In this thesis, I try to find a definition of a news topic to make topic detec- tion implementable and its quality measurable. I describe various methods - a "simple" words counting, optionally with stopwords. I also describe TF-IDF and the text categorization problem. I touch the subject of text clustering. Then I briefly describe approaches called latent semantic indexing and la- tent Dirichlet allocation. The thesis includes my experiments with "simple" words counting, TF-IDF and text categorization on database of articles from several online news websites; I also describe the creation of this database. Precision and recall are used as a metric to text categorization approach. 1
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The individual textual profile: a corpus-based study of idiolect
Leško, Marek ; Malá, Markéta (advisor) ; Klégr, Aleš (referee)
- EN The thesis analyzes the idiolect of the then-presidential candidate Barack Obama in the specific speech situation of the televized debates on the background of the utterances of other candidates in the years 2000, 2004 and 2008. The analysis uses corpus-driven methods to compare the Obama corpus with the reference corpus. The comparison is largely based on the analysis of keywords and their use in context, supplemented by the discussion of their collocations and associated clusters. The results of the analysis, i.e. the principal features Obama's idiolect, are presented in a structured summary, divided into specific areas. Keywords: Idiolect, individual textual profile, Obama, keywords, corpus, corpus-driven
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The process of indexing thesis
Obstová, Barbora ; Kovaříková, Klára (advisor) ; Trtíková, Ilona (referee)
(en) This thesis deals with a different approach to indexing from the perspective of the information professionals and the author himself. This verifies different approach based on comparative analysis of theses and dissertations from Charles University. The practical part is based on the processing of theses and dissertations in the Library of Social Science, T. G. Masaryk. With regard to the practical part of the work refers to concepts such as interpretation of the text, vocabulary, and its combinatorial elements. One section discusses the actual process of indexing with respect to content analysis.
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Online Marketing Strategy
Laušmanová, Dagmar ; Pilař, Ladislav (advisor) ; Zuzana, Zuzana (referee)
Basic and the most important terms closely connected with marketing strategy on the Internet are descibed in this diploma thesis. The practical part contains processed SWOT, market, competition and customer analysis. Online marketing strategy which should increase awareness of the brand of a particular company, test each form of promotion and in case of success to gain new orders is created on the basis of the evaluation of the environment and prospects of the company. A practical goal is removing weaknesses of the company found by means of SWOT analysis. At the same time the theme of this thesis can meet a practical usage fot the readers who search up-to-date knowledge for marketing of their companies in the same or similar business branch.
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Internet marketing
Táborská, Dagmar ; Lohr, Václav (advisor) ; Marie, Marie (referee)
The subject of my diploma thesis is internet marketing. Due to its complexity, the thesis focus mainly on online advertisement, primarily to PPC campaigns. The thesis provides summary of PPC advertisement itself, their rules and also the whole structure of campaigns, keywords etc. The same concept is used for social network Facebook and its advertisement. The target is to point out the importance of both approaches and also to show the main differences between them. These findings are used for practical part, where the real PPC and Facebook campaigns are put into practice for selected institution.
The target of this work is to use the findings from literatury research in the real case scenario. Based on the campaigns result, find out what are the positives and negatives of such campaigns and to show how important the internet marketing is.
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