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Semiotic Analysis of Louis Vuitton Advertisement and its Context
Sedlaříková, Pavlína ; Češka, Jakub (advisor) ; Karľa, Michal (referee)
Applying semiotic analysis to advertisements and their context leads to the discovery of associations and symbols, potential increasing the trust the spectator has on the brand. In this thesis, I provide semiotic analysis of selected Louis Vuitton advertisements and their context, where I analyse the advertisement's visual images and narrative line, and infer associations and symbols. The analysis enhances average day factors, full of duties and stress, making them more appealing in the advertisement world.The primary focus for the analysis will be the Spirit of Travel2 advertisement. I will apply semiotic analysis to the elaborate, dream-like, and pleasantly-toned piece of art contained in this advertisement.The philosophical nature throughout the advertisement is connected to the promoted material goods, such as travel cases, and it binds a line of advertisements with an abstract motive defined through "The Journey" (the journey as a life itself). The content of the advertisement is not as it seems at first sight. The narrative level is quazi-philosophical, yet it is strategically presenting a question without an immediate, initial answer. The resulting cognitive dissonance then creates pressure on the spectator. The question is later answered in the advertisement, and a special trust between the...
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The forms of author function in cyberspace
Jonáš, Jakub ; Marcelli, Miroslav (advisor) ; Češka, Jakub (referee)
Task of this thesis is to analyse forms of autors functions in cyberspace. The term autor function commes from Michel Foucaults thesis based on historical and cultural determination of wiew on autorship. The theory is based on point of wiew that society see autor through his function in discours, in case this regularity function is in a discours present. It provides specific way of existence, circulation and effect of discours within society. The issue of cyberspace is that it established originaly new possibillities of spreading of data. This possibilities broke down a former fear felt by mass medias, which finaly decided to move to cyberpace, which was allowed by their digitalization. There are two ways how to use the cyberspace. First is mass medial way, second way is cybercultural. Those ways are contradictory. Each of those ways has its own cultural practises, on which is based form of author funcion. Biggiest difference between those forms is that the mass media takes this form as some kind of private property, on which is based their working. On the opposite is form of author funcion typical for cyberculture, which is property free. The difference of those forms of autor function is the main reason, why are these two ways of using cyberspace in constant conflict.
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