|
|
Mythologies in Samsung galaxy note advertising campaogn
Kecerová, Martina ; Šoltys, Otakar (advisor) ; Orban, Karol (referee)
This diploma thesis discusses modern myths that appear in the selected audiovisual commercials. The commercials are part of the advertising campaign for a Galaxy Note 3 device produced by Samsung Company. The campaign was launched in the fall of 2013 and continued through the spring 2014. As Samsung is also one of the official partners of the Winter Olympic Games in Sochi, some of the analyzed content is dedicated to the relationship between the two. Semiotics and marketing communication provide a broad theoretical framework for the later semiotic analysis. The chapter on semiotics discusses the modern perspective on the sign theory, offering Ferdinand de Saussure's and Charles Sanders Peirce's points of view. The main focus of the thesis is, however, on the process of the so-called secondary signification and modern myths creation introduced by Roland Barthes in his Mythologies. The marketing communication chapter then introduces several theoretical starting points in the field, various marketing models, and the communication mix with the focus on advertising, its components and potential psychological effects. In the final part, selected commercials are introduced along with the plot description and a semiotic analysis of the environment, characters, individual elements, images, colors and the...
|
|
|
Mythological and semiotic niveau of the chosen posters of the Third reich
Fulková, Andrea ; Šoltys, Otakar (advisor) ; Dvořák, Tomáš (referee)
This thesis deals with the poster of the Nazi Third Reich and the ideology shaped by the images and text communication, which it presents. The work looks at the poster as an important medium of communication that served Nazi propaganda to spread National Socialist ideology. This thesis aims to analyse these myths and debunk them in the way how Roland Barthes defines them in his book Mythologies. The author of the diploma thesis applies the traditional method of qualitative research of the media content - mythological and semiotic analysis - to demystify the myths and semiotic characters used in the selected Nazi posters. The first part of the thesis contains terminology, the second part presents the analysis of the individual posters, which are divided into several groups. In the conclusion of the thesis, the author presents a list of common symbols and myths, which are the result of the analysis.
|
|
|
Photographic strategy of American Apparel
Červenka, Jan ; Láb, Filip (advisor) ; Štefaniková, Sandra (referee)
The aim of this thesis is to analyse American Apparel's photographical strategies and its advertising tendencies in the years 2011 - 2015. In the theoretical part of this thesis, the text will cover the principals of advertising photography and will briefly describe the history of fashion photography. Also it will mention the work of famous photographers who have worked with atypical visual methods in the past. This thesis will also describe the beginnings and the story of American Apparel and its founder Dov Charney. Based on the work of Roland Barthes and visual methods described in the book Metody výzkumu médií by Trampota and Vojtěchovská, the author will use his theoretical knowledge and analyse the photographs used in American Apparel's advertising. The key result of this thesis is a qualitative analysis based on the text Rhetoric Of The Image by Roland Barthes. Powered by TCPDF (www.tcpdf.org)
|
|
|
Myth in American Advertising after 1945
Linhart, Marek ; Procházka, Martin (advisor) ; Roraback, Erik Sherman (referee)
This thesis is designed as a comprehensive analysis of the advertising discourse within some pre-set constrains. Specifically, the main area of interest is the realm of American print advertising after 1945. Within these limits, advertising is understood as a mode of language, the chief semantic unit of which is a form of Barthesian myth, a superstructure divorced from reality that supersedes de Saussure's semiotics of the sign. The bulk of this thesis is then a diachronic analysis of the development of these myths and their role as both mirrors and catalysts of a whole range of stereotypes, value hierarchies or fixed ideas firmly embedded within American collective consciousness. The primary materials for this analysis are then various specimen of the advertisements themselves, carefully selected because of their representativeness, influence or significance within the advertising realm. The main theoretical framework rests on Marx's understanding of the commodity as a certain type of fetish, Barthes's description of the structure and social function of the myth, Baudrillard's and Debord's theories on such notions as the society of spectacle, the reign of simulacra and hyperreality, Benjamin's understanding of the uniqueness of representation and its aura and finally McLuhan's detailed accounts of...
|
|
| |
|
|
The victimization of women by men - "hunters" and "consumers" - in Margaret Atwood's novels The Edible Woman and Surfacing
Skřivanová, Martina ; Kolinská, Klára (advisor) ; Jindra, Miroslav (referee)
The thesis deals with the early works of the Canadian writer Margaret Atwood - novels The Edible Woman (1969) and Surfacing (1972). The thesis focuses on victimization and objectification of the female characters through photography and consumption. The two topics are crucial for the two "body" chapters of the thesis. The first chapter deals with Susan Sontag's and Roland Barthes' theory of photography, and applies it to both novels. With the help of a camera, the man takes control over the woman. Similarly to a gun, it is a device with a release one can easily press to overpower its subject and turn it into a trophy - an object in its unalterable position one can manipulate with easily. Therefore, the thesis also explores the parallels between female and animal victims and hunting. Roland Barthes in his Camera Lucida (1980) analyses posing in front of the photographer. He is convinced that at the moment of picture taking the person waiting for the pull of the trigger transforms themselves into an object and thus loses their real self - with this version of the portrayed person, the photographer can manipulate according to his will. The gaze of the camera is unscrupulous and predatory; the thesis elaborates on it by the feminist theory of Laura Mulvey, who in her anthology Visual and Other...
|
|
|
The Self-myth: Profile Picture of Youth
Mašková, Pavlína ; Fišerová, Michaela (advisor) ; Řehořová, Irena (referee)
This thesis, The Self-myth: Profile Picture of Youth, show how adolescents use technologies for visual on-line self-presentation. Firstly, we describe the context of social media, the social network site Facebook and the concept of digital youth. In the next part we study construction of the profile picture and the important role of digital tools in the on-line lives of teenagers. The last part is the theory of semiotics and readers can see how youth create own self-myth.
|
|
|
Comparative semotic analysis of selected propagandistic poster from Protectorate of Bohemia and Moravia and early socialist era in former Czechoslovakia
Baláková, Zuzana ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The diploma thesis focuses on the analysis of the selected protectorate and socialist propaganda posters from the forties and early fifties of the 20th century. The analyzed period ends with year 1953. This particular piece of work strives to set the whole subject in a larger theoretical framework. Furthermore the characteristic features of the given ideologies, the theory of semiotics and a brief description of the given historical period is also encompassed. Within the theory of semiotics the main inspiration is drawn from the works of Ferdinand de Saussure, Charles Sanders Peirce and Charles Morris. The most crucial source for the semiotic analysis is the book Mythology from Roland Barthes, especially its second theoretical part of Myth today, from which the methodological approach was gathered. The semiotic analysis allows one to uncover and expose the hidden meanings of texts. Ten posters were chosen in total for the analysis, five from the protectorate era and five from the late forties and early fifties. This was carried out in order to juxtapose pairs of images which portray the same motif or theme. The aim of this thesis is to analyze the applied semiotic components of the individual posters and then to compare the respective motifs and elements within the two ideologies and the extent to...
|
|
|
Barthes´ Semiotics of Image
STUDENÝ, Dominik
Thesis will deal with the semiotics of visual communication, as was thematised in the work of Roland Barthes. It introduces Barthes's considerations regarding the "speech" and "rhetoric" visual sign, its structure and possible manipulative mechanisms of its functioning. On this basis will analyze selected visual message appearing in the culture of the twentieth and early twenty-first century.
|
|
|
The semiotic analysis of advertisement aimed at children and youth
PĚŠKOVÁ, Lucie
The assigned bachelor thesis named "The semiotic analysis of advertisement aimed at children and youth" is an analysis of a sample of advertisements from the magazine Bravo Girl! focused on young girls. The method utilized in this work is based primarily on semiotic analysis explained in texts by Roland Barthes. The work is imaginary divided into two parts; the theoretical section explains the basic concepts of the semiotics. In the practical part, at first I constitute the magazine itself and then I present the analysis of six selected advertisements.
|
guest ::
