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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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Linguistic aspects of translating informal/slang expressions in American TV series subtitles
Vaňková, Marie ; Klégr, Aleš (advisor) ; Gráf, Tomáš (referee)
The present study treats the problem of translating American slang and informal vocabulary into Czech. Its aim is to explain why this kind of vocabulary can be difficult to translate and to compare two different approaches to the task. It works with material excerpted from the subtitles of an American TV series, the official and the unofficial version of its translation. The experimental part brings information on the incidence of different types of mistakes and it identifies the main tendencies of the translators in dealing with various problems. The final part characterizes the strategies of individual translators, commenting on their strong and weak points.
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Persuasive function and its realization in the preelection spots of political parties,that in electioms in 2010 were given to the Chamber of Deputies
Korandová, Michaela ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
Five political parties fought their way into the Parliament of the Czech Republic in the election in 2010 (they were CSSD, ODS, TOP 09, Communist Party and VV). Each had their election ad which was broadcast by television and inseparably belonged to their political campaign. An analysis of these media products is the research objective of this thesis. The aim is a semiotic analysis of individual subjects. The thesis strives for an objective description of the transfer of evidence and the construction of meaning in communication spots. The research focuses on complex communique of the clips, structure of the narratives and application of the persuasive functions. The analysis covers various semiotic systems differentiated into three areas - visual, auditory and language. Their mutual harmony, dominance and substitution are important factors in assessing the quality of a complex communique. The issue is also examined in terms of narrative of the spots, whereas the thesis contains description of both the story and the discourse level. This includes specific events and existents, types of statements and specifications for the position of the narrator. The description of the persuasive phenomena and their character is based directly on the above criteria. The paper concludes with a summary of the...
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Semiotic and anthropological analysis of Prague metro
Brabcová, Adéla ; Marcelli, Miroslav (advisor) ; Šafaříková, Radana (referee)
Presented diploma work called "Semiotic and anthropological analysis of Prague metro" shows metro to a reader as a place from a semiotic point of view. A metro "user" plays a key role in the whole diploma work. Apart from dealing with metro as a place, this work also regards a reference of a fixed structure of metro to a city. The work also pays attention to an analysis of signs that can be found there by a metro user and can serve him as a useful tool for better orientation there. In the theoretical part semiotics as a science and its approaches are being presented. The diploma work also deals with a topic of a city from an antropological point of view. It applies, for example, a question of place and nonplace, picture of a city or a map and itineraries. The applied part of the work presents use of the theory in Prague metro. It also deals with orientation, navigational sign systems and comunication systems. Other topic examined in this diploma work is a role of Prague metro and its city surroundings in a mental city mapping done by its user. Besides, the work shows the metro and its surroundings as a place of everyday life. Keywords: Semiotics, sign, communication, binary opposition, connotation, denotation, text, city, image map, places and non-places, place and space, map, itinerary, everyday...
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Semiotic analysis of animated ads
Drahotová, Klára ; Svoboda, Aleš (advisor) ; Sluková, Tereza (referee)
The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image
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The Semiotic Analysis of Campaign "chodicilide.cz"
Kutilová, Lucie ; Marcelli, Miroslav (advisor) ; Švantner, Martin (referee)
The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.
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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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Semiological analysis of the image of Barack Obama in Time magazine
Růňová, Michaela ; Šafaříková, Radana (advisor) ; Marcelli, Miroslav (referee)
This thesis deals with the current media communication, visual image of Barack Obama on the front pages of Time magazine, and the application methods of semiological analysis inspired by Roland Barthes. Semiological analysis is performed on selected front pages of Time magazine. There is always determined and described the method that is subsequently applied at the beginning of each analysis. Utilized concepts are reading the image, denotation, connotation and myth. Attention is also drawn to the concept of photography and the relationship between text and image. The work refers to the use of Barthes theoretical concepts in contemporary visual communication. I also focused on innovation methods semiological analysis using knowledge of social semiotics. The basic reference lines and hypotheses include: efforts to use concepts of denotation, connotation and myth in the analysis of visual images of the known politician, monitoring the relationship between text and image on the front pages. The analysis results are reviewed and supplemented by analysis of trends in the composition of politician image. The work examins the applicability of semiological methods in visual environment and also focuses on the results of the analysis. The image of Barack Obama is a sort of visual communication, where the...
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Rhetorical Figures in Visual Advertisements of Selected Fashion Houses
Dvořáková, Andrea ; Šafaříková, Radana (advisor) ; Švantner, Martin (referee)
Selected fashion houses that exclusively offer luxurious goods use specific form of promotion of their products. Each house usually holds onto traditions of its country and features essential for its own brand while creating new collections. From the point of view of neo-rhetoric it would be appropriate to analyze visual advertisements of the houses (Chanel, Dolce & Gabbana, Burberry) if they create certain models via them. The main advertising campaigns for the spring/summer 2011 season were chosen for this comparison. Under the terms of observation and semiotic analysis of the fashion advertisement focused on rhetoric figures it can be proved that individual fashion houses aim their attention to how their potential customers' thinking is influenced by their advertising. The model of Roland Barthes is used for the analysis of chosen visual advertisements. Out of all rhetorical tropes the attention is paid to main four - visual metaphor, metonymy, synecdoche and irony. Fashion advertising meets unwritten norm that sets a target to convince the customer of suitability of the products for him.
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Verbal and Visual Contents at the Title Pages of Newspaper Aha! and their Semiotic Productin
Protiva, Luboš ; Šafaříková, Radana (advisor) ; Fišerová, Michaela (referee)
The title page is clearly the main representative of the print media, which often determines their success or failure. An even greater justification for the tabloid newspapers whose everyday existence depends on nonabonent readers. A typical representative of tabloid domestic news is Aha!, which creates his main communicator with no real functioning of the theoretical model. This does not mean that it does not work with repetitive characters or signs in this work to clearly identify key elements for creating and thus the theoretical framework that can be used in practice. To this will serve as an analysis relating to the actual Aha!, so comparisons with by the Lidove noviny and Hospodarske noviny. Researched topic will also be given one of the topical issues related images and text.
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