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Linguistic analysis of advertising texts
Marks, Pavel ; Šmejkalová, Martina (referee) ; Palkosková, Olga (advisor)
The characteristic of advertising discourse can be found somewhere on the borderline of journalist, professional, administrative and artistic styles. Its main function is persuasion completed with attraction. Advertising uses various language and non-language tools from varied style areas to fulfil especially the persuasive function. This thesis focuses on the linguistic analysis of advertising texts presenting automobiles and bank services. Texts present mainly the elements of professional and journalist style. Both text groups can be characterised by the specific use of adjectives and adverbs used for specification and assessment, the greater frequency of personal and possessive adjectives, the use of indicative present tense of verbs and the use of verbs increasing the positive expressivity of the text. Characteristic are simple sentences and complex sentences with adverbial clauses. All texts are trying to create a professional impression through the use of specific terms (often English), abbreviations, charts and numeric data. Texts are extensively structured either into chapters (automobile texts) or paragraphs with colour coding (banking texts). Further characteristic advertising properties that can be found here are titles, slogans and logos typical for either the company or the product. With...
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Evaluation of the marketing mix in a language school Caledonian School
Tomášková, Lucie ; Procházková, Markéta (advisor) ; Vosol, Leoš (referee)
This thesis focuses on the assessment of the marketing mix in a language school Caledonian School. If there are some loopholes I will try to suggest possible solutions. The thesis is divided into three consecutive parts: theoretical, practical and evaluation part. The first part focuses on the history of the marketing mix, marketing in a special services, strategic marketing planning and a detailed description of the various elements of marketing mix in services. The practical part presents language school Caledonian School, the important elements in selecting suitable language school, membership in the Association of Language Schools and, finally, carefully described the elements of marketing mix specifically used for the language school. The third part presents Caledonian School mission, SWOT analysis, evaluate results of its own research and evaluation tools of marketing mix applied in the Caledonian School. The research results are summarized with findings in conclusion.
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Formatting documents with LaTeX
Veselý, Jindřich ; Komárková, Lenka (advisor) ; Bína, Vladislav (referee)
The aim of this work is to acquaint students with the possibility of formatting their graduation theses in other way than usual. LaTeX is in this way certainly more appropriate than a tool such as MS Word. The work is focused on students and accordingly are also designed its parts. Students get acquainted with the most important elements and aspects of language TeX on specific examples or in the form of source code of this work.
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Swiss Federalism
Pláničková, Eva ; Říchová, Blanka (advisor) ; Just, Petr (referee)
This text discusses some aspects of Swiss federalism. Therefore we firstly give some basic general information about framework of federalism. At the introductory chapter we explain briefly what federalism actually is, and how it differs from other political forms. We come with a statement that federalism is a process, more than a structure - a constant attempt to achieve the balance between the elements of autonomy and participation within a system of usually territorially based member states. Second chapter is dedicated to historical background and circumstances that led to adoption of federal idea in Switzerland. Federalism had been pt into practice because of high level of diversity (language, religious communities) on the territory which disabled to use a system that would apply the same rules for everybody. Federal arrangement was the only acceptable form with the aim to serve as a conflict management tool (the Protestant cantons wanted a more centralized state, the Catholics wanted to preserve the sovereignty of the cantons). All these circumstances led to a formation of a federal state, whose goal was, to balance the cantonal sovereignty and central harmonisation. The cantons agreed to be bound together, as far as the state does not touch their basic autonomy. The institutionalization of cultural...
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Information system management in holding type non-governmental organization
Groll, Pavel ; Doucek, Petr (advisor) ; Šourek, David (referee)
The aim of the thesis is to analyze possibilities and specifics of management of information systems in non-governmental organizations and to demonstrate it on the case study. The general analysis of information systems in non-profit sector is focused on influence of specifics of this sector on information systems management and on comparison how type of sector is affecting development and operation of information systems. As a case study Diakonie ČCE was chosen. Diakonie ČCE consists of large number of non-governmental organizations. It is relatively complicated structure which characteristic is very close to a holding company. Thesis pays an increased attention to the description of this structure. Case study consists of an information strategy design for the target organization. For this design and the development modern methodic and tools of development an information strategy were used. Strategy works with the real global strategy of researched organization and it is completed with specification of the concrete projects which are implementing strategy. Range of strategy is affected by limited financial sources of Diakonie ČCE for its creation. This is why elements which would cost unreasonable expenses for the researched organization were omitted.
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Pseudo-religious elements in dictatorship systems. Example of Turkmenistan
Krbec, Jan ; Pelc, Bogdan (advisor) ; Brož, Prokop (referee)
PSEUDO-RELIGIOUS ELEMENTS IN DICTATORSHIP SYSTEMS. EXAMPLE OF TURKMENISTAN Bachleor dissertation The objective of the dissertation in catholic fundamental theology is to provide an empirically supported theological analysis of elements reminding religion and its acts in official actions of modern dictatorship systems. The paper is supported by the authority of expert works at modern dictatorships, the philosophers Hannah Arendt, Eric Voegelin, Raymond Aron and the politologist Hans Maier. It provides a summary of substantial elements in the dictatorship of French Revolution and in atheistic totalitarian régimes of bolshevism, fascism and nazism. In part, the paper makes efforts to extend the matter from positions of theology of evidence. Based on tomistic concept of religion, it characterizes pseudo-religious elements as practices of sourcing external forms from religious acts in the secular dimension, however without their intrinsic content. The paper sees their possible roots in cultural heritage, in limitations of adequate human resources for expression of the highest values and in abusing such acts as effective tools of human manipulation. The mentioned systemisation is applied to the example dictatorship of the 21st century in today's Turkmenistan, concretely to relevant questions regarding the...
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Viktor Orban's National Hungarian Identity Construct - Securitization of 2015-2016 European Migrant Crisis as Existential Threat
Stein, Kenneth Cavanagh ; Střítecký, Vít (advisor) ; Hynek, Nikola (referee)
Charles University in Prague Faculty of Social Sciences Institute of Political Studies Bc. Kenneth C. Stein Viktor Orbán's National Hungarian Identity Construct: Securitization of the 2015/2016 European Migrant Crisis as Existential Threat? Diplomová Práce Praha 2017 Autor práce: Bc. Kenneth C. Stein Vedoucí práce: PhDr. Vít Střitecký M. Phil., PhD. Oponent práce: Datum obhajoby: 2017 Hodnocení: Abstract: The current paper examines Hungarian Prime Minister Viktor Orbán's speech acts based on the preface that his language communicates political will, power, and serves as an outline for potential future political avenues. Orbán has been one of the most outspoken critics of the European Union's failure to adequately address the ongoing migrant crisis, as well as Europe's immigration issues. The aim of the thesis is to examine the language tools utilized by Orbán according to securitization theory. Utilizing elements of Wodak's Critical Discourse Analysis in combination with Tajfel and Turner's Social Identity Theory, the thesis provides analysis of the texts through the lens of Orbán's creation of a national Hungarian social identity construct as referent object being securitized against the migrant threat. Moreover, the thesis provides an overall analysis of Orbán's brand of Hungarian social identity...
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Complex Scene Rendering on Mobile Devices
Matýšek, Michal ; Polok, Lukáš (referee) ; Kajan, Rudolf (advisor)
This thesis presents optimization techniques for efficient rendering of complex scenes on mobile devices. The introductory part of the text describes Unity game engine and the topic of mobile game development using this tool. Then follows a presentation of important optimization principles and methods for terrain rendering, large scale rendering of animated objects, rendering of animated water surfaces and of other elements in the scenes. The described methods include both general principles of optimization and specific optimization approaches based on the features of Unity game engine. The implementation of presented methods is described and used in practice in the context of mobile strategy game development.
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Historical roots of the conemporary minimalistic cinema
Böhm, Michal ; HOLÝ, Zdeněk (advisor) ; BOUDA, Marek (referee)
Mimalism represents a film style which still partially predominates on the contemporary art festivals although it reached its peak during in the beginning of the 21. century.
Minimalism is a style which supresses the pallete of formalistic tools, expressive elements and typical narative structures and drama. It also works extensively with time and the depiction of everyday. Minimalistic cinema experience thus stimulates the audience to make their own interpretations of the story and the form altogether.
The aim of this work is to analyze those historical cinema tendencies that bear most resemblance to the modern style of minimalism. I consider these films (and styles) to be the most predetermenative to the style of minimalism: Italian neorealism, spiritual work of Ozu and Bresson, experimental structural movies, the cinematic masterpiece Jean Dielman, 23 Commerce Quay, 1080 Brussels from Chantal Akerman and Antonionis movies with their narative structure.
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