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Media influence on deepening forms of consuming behavior
MÁLEK, Ondřej
This thesis aims to discover whether there is a link (causal nexus) between consumer behaviour and mass-media. The whole thesis in divided in two main parts. First part is about a theory that is trying to describe how is mankind shaped (or formed) by the media institutions. Not only that media intensifies the cultural patterns, through which we learn to conceptualize and decode the world in which we live in as well as we are getting socialized through them and we learn to accept our social roles cultural function of media but also media figure in their ideological function, specifically media texts such as pop-culture and advertisement, which provide constant means of production. For deconstructing of these media texts is used the work of Roland Barthese: Mythology. It is based on linguistic theories of Ferdinand de Saussure, which breaks the plane of the character in the two other members, which is the identifier and the identified (the signifier and the signified). Barthes this basic structure enriches by so called Secondary semiological system that preys on the basic symbolic structure and original characters, fully acquired sense, writes in an entirely new formations, thereby gaining their ideological nature. The second part of the thesis is focused on the subject and how it is to relate to others and to the world. Here is the attempt to reveal "weak" points in subjective territory into which penetrates the ideology and are subsequently reconstructed so in can be reculturelized. This preview is naturally adapted to the reculturelization and do not claim to universal validity, although some psychological components remain largely unchanged. Nevertheless, a quite extraordinary nature of ideological formation which we are part of must be taken into acccount and some aspects of which do not yet have their historical predecessors.
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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.
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Testing of Marketing Communication
CÍSAŘOVÁ, Alena
The aim of the diploma thesis "Testing of Marketing Communication" is to create a new marketing communication for generic product and to test the consumer´s perception of this communication. In this thesis, salt has been chosen as the generic product because it presents a very common commodity and people need and use the salt every day.
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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.
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Typology and semiotics of female characters in the work of Ladislav Klíma
ADAMCOVÁ, Eva
Bachelor thesis focuses on the work of Ladislav Klíma and specially on his female characters. The theoretical part of thesis dedicated to semiotics and some basic semiotic theories. The practical part contains chapter about the position of women n society in history and also in the time of Ladislav Klíma. Next chapters of the practical part is about women in Klíma?s life, about specific female characters in his work and about some similar characters in literature and movies of Klíma?s time.
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Music As A Sign
JAROLÍMOVÁ, Jana
The thesis is interested in the problem of musical sign. In which ways can we speak about musical sign and which elements of musical material can become signs? These are the basic questions which we are interested in. This thesis is divided into three parts. The first part attends to the common theory of sign. The historical survey with the main ideas of philosophers and thinkers will be helpful to find out basic terms and problems of semiotics. In the second part of thesis we look at the historical reflection of musical sign in order to find out in which way it was treated with music and musical sign in each historical period of European music. In the third part we focus on musical semiotics, but we will consider some problems of musical aesthetics and musical psychology, too. In the end we make recapitulation of answers to the aforesaid questions.
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Symbol and his role in human and artificial cogitation
Bečev, Ondřej ; Bruckner, Tomáš (advisor) ; Sigmund, Tomáš (referee)
The paper deals with a topic of symbols, and their role in process of thinking both of humans and artificial systems. Main objectives are: looking into problems of symbols and symbolizing, role of symbols in perception, and relationship between language, symbols, signs and artificial (formal) inference. Gains of this work is a complex survey to the semiotics and symbols, examination of perception, and defining of some basic problems in the topic of perception. In it's first chapter, there are an detailed comparison and examination of existing semiotics' theories, and theories of symbols commonly. Second chapter is devoted to the subject of perception, and possible role of symbols in this process. Third (and last) chapter deals with question of thinking, especially that of artificial systems, compared to human.
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