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The fatherhood in novels of Milan Kundera
Labudová, Zuzana ; Knotková - Čapková, Blanka (advisor) ; Kalnická, Zdeňka (referee)
This thesis discusses the concept of fatherhood in the novels of Milan Kundera. The first part of the analysis focuses on initiation rituals leadings to the construction of the masculine identity and the future quality fatherhood; this thesis discusses unwanted fatherhood, the phenomenon of the missing father and the ethical aspects of the (non)fatherhood and the theme of fatherhood as a coming to terms with the world. I concentrate on the basic models od fatherhood in Kundera's novels, which bear a resemblance to archetypes of father. But it is less a typical archetypes analysis than a interpretative analysis combined with a resisting reading. This thesis compares traditional concepts with concepts od modern (feminist) science and applies it to Kundera's characters.
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Vertiginous relations in Eugene O'Neill's Desire Under the Elms and Mourning Becomes Electra
Landerová, Petra ; Roraback, Erik Sherman (advisor) ; Wallace, Clare (referee)
The recurrent theme of inter-human family relationships in a state of loss and decay in plays authored by Eugene O'Neill arises in part from the author's own traumatic relationship with his parents and with his brother James. Trying to deal with his torturous memories, O'Neill seeks answers through his cursed characters, who partly derive from the writer himself, yet also offer a universal portrayal of humankind as a victim of his own mental being and system. Given O'Neill's profound interest in psychoanalysis, the plays mostly take place in the life process of the individual minds of the protagonists and of the animating effect they have on others who populate the play-texts; therefore it is essential for the understanding of the play-works under critical consideration to look at the inner lives and worlds of these enigmatic characters, and to evaluate to what extent they act on their own will and where, conversely, unconscious forms of desire from other characters, memories, wishes, objects and so forth are instead determinant. The canonical plays Desire Under the Elms and Mourning Becomes Electra offer an intriguing blend of the forms and of the contents of the classical-traditional and of the modern stage play, as they extend the heritage and the lineage of ancient Greek tragedy, although situated in...
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Double Journey Of The Queen
Bobreková, Anna ; MAŠEK, Vojtěch (advisor) ; MRAVCOVÁ, Marie (referee)
This study focuses on structural analysis of narrative of the double journey film The Queen according to three types of structuring - classical three act structure, sequence approach and the hero's journey. Each of those methods is examining the story with regard to the fact that the film has two protagonists. It is also taking into consideration the possibility of adjusting these model structures to fit this particular story. The study concludes that each of those methods can be beneficial if used in service of the chosen theme.
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Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
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Rock Fan as a Recipient of Marketing Communication
Palounek, Martin ; Riedlbauch, Václav (advisor) ; Stříteský, Václav (referee)
This thesis is primarily focused on collecting insights regarding rock music fan that can be applied to marketing communication. Its main aim is to describe how the rock fans are different from the major population in terms of descriptive characteristics, values, opinions and lifestyle. The points of parity and the points of difference are investigated on the level of rock sub-genres. The message, symbolism and main ideas present in rock music are examined, including historical and social context leading to the formation and development of the genre. We also tried to assign a specific archetype to rock and its sub-genres. We assume that rock fans are in some ways different from the rest of the population and that we are able to observe the differences on the level of sub-genres. However, we also expect that there are some points of parity symptomatic for all the rock genres. We suppose that artists and music marketers approach marketing communication mostly from the point of their own intuition and that they frequently use symbolism, historical references and archetypes in their way of communication. The research is comprised of three parts. First part is the analysis of secondary data from MML-TGI database by Median Research Company for year 2013. Used methodology: General analysis and cross analysis. The objective of the analysis was to determine differences between genres and subgenres in terms of descriptive characteristics, value system and verdicts about lifestyle. The next part of the research was the content analysis of notable rock album front covers for the purpose of deeper exploration of rock symbols. The last part of the research is comprised of interviews with music industry professionals who shared their opinion regarding genre characteristics, fans and marketing communication in real life.
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Principles of learning organization project team
Rudá, Dominika ; Mildeová, Stanislava (advisor) ; Kopecký, Matěj (referee)
This thesis deals with theory and practice of learning organizations applied to the IT project team. In theoretical part key definitions and terms related to the problems of the learning organization and the information society. At the same time gives a demonstrative interpretation of the self-learning organization by various authors and presents their specific models. As the fundamental, this thesis uses the theory of Peter Senge, with which it is being worked also in the practical part, where the IT project team is analysed of their behaviour, and compared to the results obtained with the theory of the five disciplines of Peter Senge. In conclusion there is a set of recommendations that could improve the functioning of the IT development team and achieve a greatest compliance with the learning organization concept.
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Qualitative Research of Children Bedtime Rituals
KUČEROVÁ, Lenka
The following bachelor paper deals with the qualitative research of the sleeping rituals of preschool children. The research is primarily concerned with the differences in these rituals influenced by the nationality or ethnicity of the subjects. The theoretical part is focused on defining the basic terms, such as ritual, sleep or education. This part is also concerned with various developmental theories, education styles and sleeping rituals. In the research part, sleeping rituals of eight families of different nationalities or ethnicities and one nursery school are described. This research information was acquired by a research interview. The aim of the bachelor paper was to describe sleeping rituals of preschool children and discover potential differences between individual nationalities or ethnic groups.
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Jungian shadow archetype in contemporary western cinema
Reich, Michal ; TRAJKOV, Ivo (advisor) ; DOLENSKÝ, Martin (referee)
The main topic of this diploma thesis is the form and content of jungian shadow archetype in
contemporary western cinema. In the first chapters it introduces the basic concepts of
analytical psychology, which will be used as the principal method for analysis of the selected
films (Fight Club, Game, Black Swan, Fisher King). The key concept is that in the core of each
story are hidden archetypal contents. According to jungians these are the main force behind
emotional response of audience. In films they can be portrayed either directly ? by
personification into a film characters whose numinosity is supported by film language ? or
indirectly ? by narrative elements and character's functions. The thesis concentrates on both
options and analyzes formal means which express psychic nature of the selected film's
elements. It defines three phases of ego-shadow relationship which are vaguely similar to
three acts structure. It examines shadow archetype's function in the story and in human
psychology as well. The results are put into context of jungian concepts. Rather than creating
a complex system, the thesis outlines another option how to think about film and film
language, which is deeply rooted in human psychology.
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