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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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Phrasems in Norwegian and Czech - A Comparison from the Cognitive Linguistics Perspective
Payneová, Marie ; Štajnerová, Petra (advisor) ; Vaňková, Irena (referee)
In this thesis we deal with the analysis of expressions - in particular the metaphorical and phraseological expressions - containing a motive of an animal in Czech and Norwegian. The method is based on cognitive linguistics, mainly on the Polish ethnolinguistic school, with a special focus on the definition of metaphor and symbol from the point of view of the philosophical hermeneutics. We describe and support some common principles of the perception and conceptualization of animals in both languages and we focus on semantic connections concerning this topic. Our main focus is on the expression wolf - we compare the linguistic picture of the world of this controversial animal in Czech and Norwegian.
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Translation and analysis of Jonathan Franzen's Freedom
Halfarová, Anna ; Ženíšek, Jakub (advisor) ; Pípalová, Renata (referee)
This bachelor thesis is focused on the problems which may occur, while translating from English into Czech, using as a foundational material a novel Freedom by American author Jonathan Franzen. The thesis is divided into two sections. For the purpose of the first, practical part, I have chosen two different extracts of the novel, one is taken from the middle of the book, the second one is the last part of the novel Freedom. The second section consists of my analysis, special attention is paid to the problems I had to solve during my translation. I comment on the choices I have made, usually also quoting from the books that deal with translation theories, I found especially helpful those written by Jiří Levý, Dagmar Knittlová and Zlata Kufnerová.
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Comparative study of color categories in Russian and Czech. Cognitive and Cultural Approach
Dolgikh, Ekaterina ; Čmejrková, Světla (advisor) ; Vaňková, Irena (referee) ; Dulebova, Irina (referee)
E. G. Dolgikh Comparative study of color categories in Russian and Czech. Cognitive and Cultural Approach Summary The purpose of the study was to describe the contents of the selected categories of colors («Синий цвет», «Голубой цвет», «Коричневый цвет», «Серый цвет», «Розовый цвет», «Оранжевый цвет», «Фиолетовый цвет», «Modrá barva», «Hnědá barva», «Šedá barva», «Růžová barva», «Oranžová barva», «Fialová barva») using the example of their basic terms (синий, голубой, коричневый, серый, розовый, оранжевый, фиолетовый, modrý, hnědý, šedý, růžový, oranžový, fialový) in Russian and Czech, as well as to reveal the specifics of color vision of the world of Czech and Russian speakers by comparing the obtained data. In this study we chose to use the cognitive and cultural approach to the language where, for example, the lexical meaning of the word is viewed as a holistic image, a realized physical and sensual experience. The nature of the study has cultural linguistic tone, because, first of all, it examines the facts of the language and helps in making linguistic conclusions, and, secondly, - the results of the study allow us to make some conclusions about the social and cultural characteristics of Russians and Czechs. The study is based on analysis of contexts where selected color terms are used in the artistic...
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Reportage photography and its informative value
Gorcovská, Laura ; Černý, Vladimír (advisor) ; Váša, Ondřej (referee)
Our thesis is dealing with case of reportage photography and medial sharing of our choosen visual image. We have choosen an image of syrian refugee Aylan Kurdi from 2015, whose photo is refering the problem of refugee crisis in Europe. The thesis is focused on semiotic approach of selected photographies, which are showing the same picture from different perspectives. In our case is perspective very important part of thesis, because these photographies are very questionable on ehtical principes. Therefore, we are also focused on the way, how the media deal with this issue. Our thesis points the signs of reportage photography and also monitor their changes, which depends on the medium, title, perex and composition of words completing photography.We are also focused on contextual framework of photography in choosen media. The secondary objective of our thesis is the comparision of results of analysis of selected picture published in individual selected media and comparision of differences in interpretation and photography context. Thesis is primaly based on theoretical concepts of Roland Bathers on specific visual sharing of selected media. Monitored indicators are the concepts of denotation, conotation and myth, while we are focused on connection between text and image and interpretation in selected...
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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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Grey colour in Czech and its reflection in the Czech dictionaries
Fimanová, Barbora ; Vaňková, Irena (advisor) ; Chromý, Jan (referee)
This bachelor thesis deals with two lexemes šedý and šedivý, which serve to designate grey colour in Czech. Methodological it is based on the concepts of color terms in the context of cognitive linguistics introduced in the first chapter. Linguistic part of this thesis presents the analysis of the Czech dictionaries and the corpus data, focusing on frequent collocations individual lexemes. Those findings lead to designate one of the adjectives as basic color term in the conception B. Berlin and P. Kay. The research also contributes to the clarification of the problem, in which areas these terms differ or overlap in meaning. For this purpose it uses a typology of semantic structure of colour concept K. Waszakowa. The results show, that originally the adjectives referred to different objects of reality, but gradually the meanings and connotations of both lexemes converge, but still don't work completely synonymously. Keywords colors, grey color, meaning, connotation, collocation, prototype, basic color term, Czech linguistic dictionaries
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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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Linguistic Picture of Chods
Strenková, Johana ; Janovec, Ladislav (advisor) ; Chejnová, Pavla (referee)
The aim of this work is to compile the linguistic picture of Chods, that is how the word is fixed in the language and the conceptual system of a native speaker. For this purpose, canonical literature has been chosen that thematizes Chods, furthermore some Chod newspapers, corpus syn2013pub and Jindřich's song-books and a few collections of Chod fairytales and legends representing folk literature. This thesis has also drawn upon systemic data, i. e. dictionaries wherein the word Chod can be found in order to record the denotations of this word. Next, the thesis explored the etymology of the word Chod and its synonyms, which also helps to clarify the objective of this work. All the data have been analysed and the connotations, collocations and also attittude towards the dennotation have been gathered that have been featured in more sources to compile the linguistic picture of Chods. Among the most frequent collocations and connotations confirmed in more than one source are Chodsko, border service, privileges and duties of Chods, Kozina and Lomikar, the uprising, Újezd, rebels, defenders against the Germans, nacionalism, freedom, a traditional costume, dialect, music, bagpipes, pies, Chod festival, ceramics, farmers, a banner, a dog, stubborness, repulsion, pride, distinctiveness, togetherness, hard...
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