|
|
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...
|
|
| |
|
| |
|
|
Word-formation - grammatically / semantically / pragmatically - on the example of selected political speeches
Charvátová, Věra ; Lobenstein-Reichmann, Anja (advisor) ; Broukalová, Jindra (referee)
This thesis examines selected political speeches with regard to word-formation and its processes, namely from the grammatical, semantic, and pragmatic points of view. The analyzed political speeches are the Otto von Bismarck's speech delivered on 20 July 1870, the Adolf Hitler's speech delivered on 1 September 1939, the Willy Brandt's speech delivered on 10 November 1989, and the Angela Merkel's speech from 14 December 2015. This is an interdisciplinary thesis which deals with politics, history, and linguistics. The thesis examines four different periods, namely Bismarck's era, Nazism, the Federal Republic of Germany between 1949 and 1990, and the contemporary Federal Republic of Germany. These periods are analyzed from the political, historical, and socio-cultural points of view. Subsequently, the selected political speeches are analyzed with respect to word- formation, its processes, and the period in which they were delivered. The individual results are then compared and certain conclusions are drawn from the comparison. The aim of this thesis is to highlight the importance of word-formation and its processes which are significant for political speeches from the 19th century onwards. This thesis shows and analyzes the motives, purposes, aims, and consequences of their usage in particular...
|
|
| |
|
|
Utilization of the Relationship between German, English and Czech in Teaching German as a Foreign Language
Veselý, Ondřej ; Lobenstein-Reichmann, Anja (advisor) ; Zeman, Dalibor (referee)
The thesis examines the utilization of linguogenetic (Proto-Indo-European) and cultural- historic (through borrowing) relationships among European languages in instruction and self- study of foreign languages, and as a means of strengthening European unity. As an example serves German, English and Czech, occasionally Latin and Old Greek, in Teaching German as a Foreign Language. The methods are secondary sources research (to present concise history of the languages and their ancestral proto-languages), analysis of linguistic relationships (between 450 lexemes of the German basic vocabulary and their semantic equivalents - translations - in English, Czech, occasionally Latin and Old Greek) and an opinion survey (among 75 respondents about their interest in the historiolinguistic approach and about their belief in this improving the international relations). The results showed that more than a half of the 450 German words are linguogenetically cognate to English and a significant amount of them also to Czech and Latin. On the contrary, borrowings did not play such an important role within the basic wordstock. Most respondents expressed some kind of interest into the historiolinguistic approach and many of them also believed this approach to have a positive impact on intercultural aspects. KEY WORDS...
|
guest ::
