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From Word to Image: The Issue of Language in a Play in which Language Is Thematized
Mašková, Barbora ; HANČIL, Jan (advisor) ; KORČÁK, Jakub (referee)
The following BA thesis’ primary concern is the process of creating a production of David Harrower’s play Knives in Hens, a play in which language seems to become an active agent, who controls and affects the minds and deeds of the protagonists to a high extent.
After a brief overview of theoretical thought from the school of structuralism regarding the connections between dramatic text and performance, the thesis proceeds to the notion of intertextuality and via that to the person who coined it – Julia Kristeva. In Kristeva’s view a text is formed by two elements: geno-text and feno-text. These terms are further explored and applied on Knives in Hens.
In the more practical section of the text, a dramaturgical analysis of the play occurs, exploring the function of language (with a particular regard to the linguistic paradigm), archetypes and Scottish heritage in the text. That is followed by a brief insight into the problematic of translation of a text as difficult and dense as Knives in Hens, analysis of key symbols and their representation in the production and overall scenographic concept. The last sections are then concerned with the process of rehearsing and finalizing the production, including the selection of music.
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Theory of archetypes and using of symbols during branding of insurance companies in Czech Republic
Krejčí, Ondřej ; Machek, Martin (advisor) ; Karlíček, Miroslav (referee)
Theory of archetypes is one of several methods how to find the direction for building and managing of brand. This theory is based on theories C. G. Jung. Main objective of this thesis is to find out how companies on Czech market are using archetypal identity. And whether they have urge to use archetypes or similar approaches. In this thesis are also mentioned other theories, methods and methodologies, which helps with building and managing of brands. Practical part of this thesis is about branding of insurance companies. Main element of this part is quality research, especially interview with experts, which have lot of experience with branding and archetypes. Next part of thesis is focused on analysis of communication strategies of largest insurance companies on Czech market and on analysis of rebranding ING to NN in 2015.
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Gender analysis of the main female characters in Bozena Nemcova's The Grandmother
Babická, Barbora ; Knotková - Čapková, Blanka (advisor) ; Kalnická, Zdeňka (referee)
The subject of this diploma thesis is gender analysis of the main female characters in Bozena Nemcova's The Grandmother. The Grandmother, as a literary work that occupies an important place in Czech literary canon, was not examined from a gender perspective in Czech literature until this time. In this thesis I focused on the main female characters who play very important role and to whom is given wide space in the story. During analyzing the literary characters I worked with the selected feminist theories that I introduce in detail in theoretical and methodological part. This part is also dedicated to theoretical and methodological resources that I use in this thesis, particularly to women's reading and archetypal theories. This thesis is being examined from receptionist reader's view. I focus here primarily on presence of gender stereotypes, reproduction of values and norms of patriarchal system, and I also focus on presence of feminine archetypes that can be read from description of female characters. The object of this diploma thesis is evaluate the extent to which the book reproduce and further strengthen gender stereotypes, to what extent the main female characters internalize with gender structure of society or whether they act subversively and undermine the system. Keywords: The Grandmother,...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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Analysis of Feminity as a cultural and natural phenomenon
Zhukova, Anastasia ; Lapka, Miloslav (advisor) ; Remišová Věšínová, Kamila (referee)
This thesis is focused on examining the phenomenon of feminity in symbolic meaning. The phenomenon of feminity is examined from psychological and socio-biological viewpoint. In this thesis, the phenomenon of feminity is divided into cultural and natural feminity. The cultural part of feminity is then closely examined using the theory of social contructivism, thus as something that is human made and determined by the culture we live in. The natural part of feminity is examined as archetypical feminity. The term archetype used in this thesis was defined by Carl Gustav Jung and his theory is nearly followed. Theoretical part of this thesis is focused on defining basic terms and theory. Analytic part of this thesis si dedicated to the examination of mutual influence between cultural and natural parts of feminity. The last chapter is focusing on finding a way to use obtained outputs in environmental context. Key words: femininity, archetypes, nature, culture
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From Brief to Solution - Commercial Communication in Sociological Perspective
Novák, Michal ; Tuček, Milan (advisor) ; Hendl, Jan (referee)
The aim of the diploma thesis is to describe the issue of transfer of information in commercial communication and advertising. Using the essential sociological theories it tries to describe the process of designing meaningful and successful commercial communication and points out all the complications which can appear. The increased emphasis is put on the importance of understanding the participant's (sender, receiver) behavior and motivations - in commercial communication represented by the knowledge of target group and the brand itself. Based on the theoretical approaches to the communication process - mainly Stuart's Hall reception theory, Cacioppo's Elaboration Likelihood model and Petty's Laswell formula - the thesis describes how to design the advertising campaign properly. It is always helpful to analyze the current situation you are in, analyze your customer's interests and when you finally decide which message you want to use in communication, the keystone of the successful transmission is to code it correctly. You also have to take into consideration the definition of target group, market analysis, media-mix etc., as condition of proper encoding/decoding, minimizing external interferences, therefore maximize effectiveness of message transferring - achieve preferable reading. Practical...
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