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Sociocultural and spiritual aspects of the image of Nature-Woman in the environmental context
Zhukova, Anastasia ; Lapka, Miloslav (advisor) ; Remišová Věšínová, Kamila (referee)
This Bachelor's thesis is examining how is the image of Nature-Woman used in environmental context. When I speak about the image of Nature-Woman, I mean both explicit depiction of nature as a woman and general depiction of nature with emphasis on its feminine features. The image of Nature- Woman is being examined in following contexts: feminism, Gaia theory, deep ecology and wicca. The phenomenon of femininity is then being examined in two layers of meaning: in sociocultural layer and in spiritual layer. Sociocultural aspects of femininity in this thesis are based on social constructivism. Spiritual layer of femininity is based on archetypal femininity as it was described by C. G. Jung in his theory of archetypes. Questions this thesis examines are as follows: How does environmentalism uses the mythical image of a woman? Is it possible to connect sociocultural and spiritual layers of how femininity is being perceived in order to expand environmental awareness? Methods, that are being used to find answers to these questions are: literature comparation, analysis and deduction. Key words: femininity, archetypes, nature, culture, Gaia
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The cocept of romantic lowe and its appearance in selected romantic movies with czech and slovak origin
Jančová, Michaela ; Baslarová, Iva (advisor) ; Vochocová, Lenka (referee)
Romantic love since its beginnings raises the question of intimacy and has become an essential social force of society. In contrast to the forms of Christian love or passionate love, romantic love is the typical feature that imply a degree of self-knowledge and activity that leads to one of the characteristic elements of "heroic expedition". Since the establishment of the first novels, the concept has undergone significant way and has become the subject of much research int different disciplines. This thesis looks on the issue of display of romantic love in terms of a social construct which is variable over time and dependent on cultural and social factors of the society to which the media as part of the intended product. Constructing myth of romantic love is in this thesis elaborated in the cultural environment of Czech and Slovak film production, which shares a common history. Defined, collected and described myths, metaphors and archetypal view of the concept of romantic love, they were applied to the selected movie stories from the years 1992 - 2013.
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Communication of luxury jewellery brands with a focus on the brand ALO diamonds
El Bournová, Amal ; Hejlová, Denisa (advisor) ; Jesenský, Daniel (referee)
The bachelor thesis "Communication of luxury jewellery brands with a focus on the brand ALO diamonds" analyses the marketing communication of the brand ALO diamonds and compares it with rival brands on the Czech market, in terms of visual merchandising and visuals used in campaigns. Firstly, the thesis defines diamonds, including the criteria of their grading, their mining and processing, characteristics of the market with a focus on De Beers company and its marketing history. Afterwards, the thesis discusses the specifics of luxury and luxury jewellery market, focusing on the brand ALO diamonds and its competition (Cartier, Chopard, Roberto Coin, Tiffany & Co. and Lia Halada) and their USPs. Then it describes the communication of the brand ALO diamonds and its marketing activities from 2008 to 2013. The paper describes visual merchandising based on mystery shopping - the description focuses on internal and external environment of each boutique of luxury jewellery brands with an emphasis on emotions that are evoked in customers during their visit in the point of sale, and also common features of luxury in the boutiques. On the basis of a comparative analysis, common features and differences used by the brand ALO diamonds in its marketing communication are compared with the above mentioned...
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Gender in compulsory reading - Old greek myths and legends: gender analysis of the writing
Zochová, Iveta ; Jiroutová Kynčlová, Tereza (advisor) ; Knotková - Čapková, Blanka (referee)
This thesis Gender in compulsory reading - Old Greek Myths and Legends: Gender analysis of the writing deals with literary representation of gender issues in mentioned writing, written by Eduard Petiška. The very analysis is based on analysing of gender topics and issues we are interested in and focused on. These topics are compared and showed using examples from particular myths and legend. The question whether these topics are influenced by patriarchal order in the society is the crucial for this thesis. Despite the variability of Petiška's writing, which is necessarily caused by variations of ancient and continuously construated stories; some patterns and systems are there to be found and explored by contemporary gender theories, mostly by feministic literature criticism. In this thesis the method of resisting reading according to Judith Fetterley is used. The deconstruction of the text and its hidden values which are based on male domination and the reconstruction of it in order to show the new perspective at the same moment are the main goals of resisting reading. The characters from the legends are used in context of archetypal criticism method. Considering the literature-critical perspective, the method of close reading is chosen. The question of relations and using of power, considering...
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Fantastic Fictional Worlds in Literary Work of Niel Gaiman
Spiruová, Michaela ; Hník, Ondřej (advisor) ; Zimová, Lucie (referee)
The Bachelor's thesis has explanatory and interpretative character. The focus of it is to explain and interpret three peaces of work by Anglo-American writer Neil Gaiman: Coraline, Newerwhere and American Gods. First part is focused on general characteristic of fantasy genre, the second then on analysis of above mentioned peaces with specific concentration on archetypes and other world's topos.
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The feminine mode of being concept in the work by Ann Belford Ulanov
Tichá, Soňa ; Knotková - Čapková, Blanka (advisor) ; Kalnická, Zdeňka (referee)
The thesis constitutes the gender analysis of the Ann Belford Ulanov's work, particularly the qualitative content analysis of publications which are explicitly focused on gender problems. Ulanov as the Jungian psychologist and Protestant theologian deals with the concept of the "feminine mode of being" (feminine principle) which perceives as one of the key elements of human soul, and the manner by which it is possible to be connected with the world and god. Outcomes of the thesis are constructivist, anchored in critical theory paradigm. From this point of view, the chapters of the theoretical part are addressed. These chapters deal with issues linked to the feminist theology and Jungian psychology. The aim of the research part is to analyse concept of the "feminine mode of being" and its implications for the construction of gender concerning the divinity and humanity. Ulanov perceives the "feminine mode of being" within the framework of symbolic approach as the part of the masculine-feminine polarity. While she does not link this principle only to women, she perceives it essentialisticly. For instance, she strongly associates "the feminine" with biological maternity. It is possible to classify many motives and archetypes which Ulanov develops as non- stereotypical and subversive. However, her...
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Linguistic and literary qualities of case briefs
Tranová, Hong Chi ; Kühn, Zdeněk (advisor) ; Tryzna, Jan (referee)
The aim of this thesis is to improve the formal aspects of the Czech case briefs. The formal aspect represents the language, syntax and overall style of writing of case briefs written by lawyers. In the Czech Republic, the legal aspect is neglected. There is no professional literature dealing with this issue. The consequence of such an approach are then very confusing, stylistically poor-quality texts. Since I could not use any legal books when writing my thesis, I had to draw inspiration from other disciplines (linguistic, journalism, psychology and creative writing). I had to then apply this knowledge to the specific environment of legal writing in my thesis, namely on the case briefs. Fortunately, this legal issue is well mapped in the USA, so I also draw my inspiration from the American professional literature dealing with this issue. The thesis is divided into four chapters. In the first chapter, I focused on what do the typical Czech case briefs look like, what are their formal shortcomings and how to correct them. In the second chapter, I tried to figure out the factors that influence the style of the Czech case briefs. The third chapter is inspired by the American briefs. Of course not everything can be applied to the Czech environment. The reason for that is the difference in the legal...
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Moral Aspects of Fairy Tales
Duřtová, Magdalena ; Lorman, Jaroslav (advisor) ; Sládek, Karel (referee)
This Diploma Thesis "Moral Aspects of Fairy Tales" asks questions - Is it possible to find God's message in the fairy tales? Can God speak to us through these stories? Can the fairy tales be touched by history of redemption? In the beginning, this Diploma Thesis speaks about myth, about it's origin, functions and message, because the fairy tales have their roots in myth. For better apprehension of the fairy tales, there is used the theory of narrative as well as theory and history of fairy tales. The Diploma Thesis analyzes Jung's Archetypes. Archetypes help us to find messages for good life of human beeing in fairy tales. Another issue is "History of mankind as a chain of storries." This issue asks, why there is just few functions in the stories. It analyzes Jesus Christ as the first example of a main hero of fairy tales ant myths. The mankind should follow him in it's own storry. Universality of the storries is demonstrated in comparing of stories from Old Testament (Jonas, Jakob and Eliah) with motives in the fairy tales. Keywords narrative, change, history of redemption, fairy tale, archetypes,etics
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