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Greenwashing in the language of advertising
Pimperová, Žofie ; Lobenstein-Reichmann, Anja (advisor) ; Bučková, Tamara (referee)
Today, environmental protection and sustainability issues are also becoming increasingly important as climate change progresses rapidly. With this, the number of companies claiming to be environmentally friendly and doing something for the climate is growing. They present their commitments in sustainability reports, paint their brands green and invest in advertising portraying them as great fighters against climate change. When these statements are false, such advertising can be described as greenwashing. But it can be hard to spot. The aim of this bachelor thesis is to analyze the linguistic devices in advertising related to the topic of sustainability and to find out which ones are repeated. First, the language of advertising and greenwashing will be introduced, then the methods of analysis, and, finally, individual examples of advertisements will be characterized and analyzed. Certain keywords, metaphors, syntax and corpus will be considered in the analysis. The work of Nina Janich, Peter Grice or Armin Burkhardt will also be used as a starting point for the analysis. Finally, the advertising posters, videos or other advertising texts of specific companies (IKEA, RWE, C&A, Shell, DB, REWE and Frosch) will be critically examined and compared with other climate promises of the companies in...
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Origin, development, and interpretation of selected German Christmas carols
Matušková, Barbora ; Markvartová, Eva (advisor) ; Bučková, Tamara (referee)
The presented bachelor's thesis thoroughly explores Christmas and German Christmas carols, providing a comprehensive view of these Christmas themes. The text examines not only the historical and religious context of Christmas but also focuses on its evolution from a pagan holiday to a Christian celebration. It thoroughly describes the customs, traditions, and symbols associated with Christmas, emphasising their historical origins and gradual development. Another important aspect of this work is the analysis of the origins and evolution of Christmas songs, carols, which have become an integral part of Christmas celebrations. The text seeks to understand the factors and events that influenced the development of these carols, particularly in Germany from the 16th to the 19th century. In the practical part of the work, selected German carols are analysed in more detail, including their history, cultural context, and significance. Among the examined carols highlighted in the text are well-known songs such as "Als Jesus Christ geboren ward", "Vom Himmel hoch, o Englein kommt", "Ich steh' an deiner Krippe hier", "Es kam die gnadenvolle Nacht", "O Tannenbaum", "Stille Nacht", and "Kommet, ihr Hirten". These carols have a rich history and are an integral part of the Christmas heritage in Germany. Overall, it can be...
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The image of death, dying and mourning in modern German-language literature for children and adolescents, using the example of selected picture books
Vorlová, Kateřina ; Markvartová, Eva (advisor) ; Bučková, Tamara (referee)
The diploma thesis focuses on the theme of death, dying and grief in modern German picture books. The theoretical basis of this thesis is, in addition to the chapter on death, its concept in literature, the children's world and theology, a chapter on picture books and the afterlife from the perspective of world religions. In the practical part, selected works are interpreted and compared with each other based on their content. The aim of the thesis is to prove that death has never been a taboo subject in children's literature, but on the contrary, a rich subject, which is popularly depicted. Among other things, the thesis shows that each narrator and protagonist views death in a slightly different way, treats and evaluates it differently. Nevertheless, the final reconciliation is thematized in all texts. KEYWORDS Death, dying, literature, children, adolescents, consolation, sorrow, picture books
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