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Patricularities of Visual Signs in Frangrance Advertisement
Šebetková, Jana ; Svoboda, Aleš (advisor) ; Šafaříková, Radana (referee)
This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.
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Retouch of contemporary journalistic photograph
Raszková, Ivona ; Fišerová, Michaela (advisor) ; Svoboda, Aleš (referee)
In my master thesis I deal with a retouch of contemporary journalistic photography (in the period from 90's to the present). Thus they are digital photographs, which I compare with analogue photography. Retouch of analogue photography was technically more exacting than retouch of digital photography and people couldn't imagine the way of editing photography therefore they trusted to it. I assume that the truth pretension was preserved in the case of journalistic photography. My hypothesis is that the media play upon the truth pretension of the journalistic photography. The photography should have represented the reality. But nowadays we already know that it is not have to be like that. Nevertheless detection of edited photographs evokes a scandal, a shock and a discussion. The media retouch photographs and thereby actually modify the reality. The whole my hypothesis is: The media play upon the truth pretension of the journalistic photography which they edit with use of retouch technique thereby they modify the reality and it evokes a scandal after revealing the edited photography.
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Meaning of lion representation in the past and present - semiotic analysis
Řezáčová, Veronika ; Šafaříková, Radana (advisor) ; Svoboda, Aleš (referee)
In my diploma thesis I deal with symbolism of the representation of lion in current marketing. My thesis follows the conviction that animals have been playing the important role since the beginning of human history. On the grounds of this persuasion I suppose that the animal symbolism is very easy to decode for people because of their previous experience. In the first instance I define the relationship between semiotics and marketing in my thesis. After mentioning several types of prior texts I maintain the position that the image of lion and its symbolism are identically perceived on the basis of and according with the symbolism of lion in those prior texts in current marketing as well. During the studying of the "lion" symbolism I use the terminology of some important authors and theoreticians of semiotics - particularly Roland Barthes's levels of denotation and connotation and distinction of a sign to icon, index and symbol according to Charles Sanders Peirce's theory. I also employ the theory of visual rhetorical figures. I end my thesis with a simple questionnaire which is supposed to complete and confirm my assumptions of the comprehension of the image of lion in marketing - hence the lion usually appears as a patriotic symbol, secondly as a protector, thirdly as a strong and fighting animal.
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Optical Illusions. Semiotic Analysis of Their Use in Commercials
Chromečková, Lucie ; Šafaříková, Radana (advisor) ; Svoboda, Aleš (referee)
Optical illusions are inseparably part of our lives. We are influenced by illusions on daily base, in commercials, various tests or fun web pages. But we must ask a questions about background of illusions, about their history. When we are confronted with illusion, what's happend? Do we understood illusions? How should be our attitude to illusions? These are only few questions, that this work try to answer. Due to history we try to understand illusions and find some kind of classification. We used semiotic analysis to an illusions in commercial use. Actually semiotic analysis combined with optical illusions is a challenge. How we can interpret multi-significant or ambiguous objects? Semiotic analysis help us understand and recognized illusions in common world and answer all presented questions. Powered by TCPDF (www.tcpdf.org)
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