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Strategies of the brands Louis Vuitton and Alfred Dunhill in 2009: A Comparative Study
Maxa, Martin ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The goal of this diploma thesis is to penetrate the surface of the haute couture fashion houses marketing communication and to describe the communicated content. In this publication the author wants to reach the symbols and myths which stand behind the luxury marketing. The exemplar for the attempt mentioned will be the advertising campaigns of the two world well-known fashion houses - Louis Vuitton and Alfred Dunhill. The first part establishes the theoretical fond for the analyses of luxury marketing. For that reason the Czech and the international general publications are being used. A necessary part of the opening is the presentation of the both fashion houses for a better grasp of the historical connotations and of the complex consciousness of their professional background and their promotional motivation. The second part analyses the images chosen with an application of the comparison and the description. The important component of this part is the confrontation of the analyzed images with the historical facts and the cultural realia which allow us to overreach to the analyses of the narration and to the disclosure of the metatextual structures.
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Al-Andalus and Mozarabs
Jun, Tomáš ; Hošek, Pavel (advisor) ; Heryán, Ladislav (referee)
In my thesis I deal with the question whether we can consider the social system of al-Andalus as religiously tolerant. I represent al-Andalus, the Iberian state, dominated by Muslims of Arab and Berber origin between 711-1492. I focus on the reign of the Umayyad dynasty from the 8th to 10th century called "Golden Age". I want to show on Mozarabes ("arabized Christians"), that the present view of tolerance in al-Andalus is distorted by its own history of myth. I also deal with reference to al-Andalus in the present, both among Christians and Muslims. Powered by TCPDF (www.tcpdf.org)
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C. S. Lewis and the Language of Modern Apologetics
Šmejdová, Barbora ; Novotný, Vojtěch (advisor) ; Červenková, Denisa (referee) ; Štěch, František (referee)
ThLic. Bc. Barbora Šmejdová Title of the thesis: C. S. Lewis and the Language of Modern Apologetics Abstract The dissertation thesis is devoted to the question of what kind of language we should use in contemporary apologetics to make Christian message communicable to unbelievers. This question is approached through the work of C. S. Lewis. After the introduction and biography of the author, the thesis provides the analysis of Lewis' gnoseological starting points. In this chapter, we are trying to show that Lewis is able to pay attention to the present accent on subjective perspective without getting trapped in relativism. The next chapter focuses on Lewis' theory of language. For his view, the theme of myth and metaphor is central. Together with Lewis, we come to the conclusion that human language is metaphorical, but we can still touch truth. This journey is not easy, though. To be able to make readers approach truth, the author has to live in truth. That is why the next chapter is devoted to the theological interpretation of imagination and shows that authentic Christian imagination is an integral part of each good apologetic text. The last chapter is focused on the genres of apologetics and, based on Lewis' work, presents their benefits and restrictions. Keywords C. S. Lewis; language of apologetics;...
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J.R.R. Tolkien or "There to the roofs of the inspiration and back to the modern novel again"
Růžková, Johana ; Med, Jaroslav (advisor) ; Bedřich, Martin (referee)
The thesis focuses on insight, understanding and structuring of the prosaic work of J.R.R.Tolkien and on partial explanation of the sources of his thoughts and aesthetics. It means, above all, the old-Germanic myth, its medieval adaptation, the Christian themes, and the modern novel. Tolkien's theoretical reflections on the topic of myth and fairy-tale are outlined as well. Discussed are also the professional, reader's and literary reflections on Tolkien's work and therefore a general appraisal of this unique appearance in the frames of the modern literature.
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Mythical Method in T. S. Eliot's "The Waste Land"
Straková, Kateřina ; Quinn, Justin (advisor) ; Vichnar, David (referee)
By the use of mythical method, T. S. Eliot created a pattern of archetypal imagery in his poem The Waste Land (1922). This work focuses on the various interpretations of The Waste Land written from the perspective of archetypal criticism. Eliot's critics frequently interpreted the poem as a modern cultural artefact testifying to the ritual of death and rebirth. Examination of the approaches towards archetypal imagery contained in Eliot's work enables an exploration of the main thematic concepts of this literary composition - namely the lack of vital energy and longing for renewal. The poem incorporates archetype-based images into its symbolic frame, and at the same time exposes the sources of these variations on primal ideas. Vegetation myths and the Arthurian legends are recognized by the archetypal critics as the main references for the thematic structure of Eliot's poem. The archetypal analysis of Eliot's work was prevalent in the 1950-70s. Critics expanded upon the idea of the desired renewal of productive forces expressed in the poem. They identified this concept as anthropological in its origin, and traced the influence which James G. Frazer's theories about primitive ritual had on The Waste Land. Eliot coined the term "mythical method" in his essay on James Joyce "Ulysses, Order, and Myth"...
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Health myths Promoted by Online Media
Jeníková, Anna ; Vochocová, Lenka (advisor) ; Zezulková, Markéta (referee)
The diploma thesis deals with current media myths about health and the human body. Dissemination of myths among the general public has been facilitated by the emergence of new media that allow a multi-layered debate across social groups. Online content offers a quick source and a wide range of answers or inspiration on health and human body issues, usually without the need to indicate where the information comes from. I will focus on the discussion about detoxification of the human body in life-style online media for women. Contemporary discussions on this topic show that easy access to information has prompted a wave of so-called "self-healing" described as a situation in which people consult their health problems primarily with online content, and then, if at all, with their GP or with another expert. Although some myths have been scientifically refuted, they still have their "proponents" who can represent legitimate knowledge. The very word "myth" or "half-truth" or "superstition" is discursively specific, burdened and represents an ideology. In many health and human body issues, there are many arguments of both parties (both mainstream and alternative medicine). I will observe this extreme polarization in the diploma thesis that is neither a defense of expert votes nor "experts by...
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