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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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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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Concept of the four seasons in Czech language
Pevná, Lucie ; Janovec, Ladislav (advisor) ; Chejnová, Pavla (referee)
The diploma thesis explores the four seasons from the view point of the linguistic picture of the world theory. The etholinguistic approach is applied in the thesis - attention is paid to the Czech-specific perception of reality especially focused on the weather and the changes of the nature in the course of the four seasons. Human perception of the change is based upon the senses - the sense of hearing, the sense of smell, and touch and the eyesight. Each season is unique. The seasons can be differentiated by their season specific stereotypes, season prototypes, and connotations. On the linguistic pictures of each season collocations are built, from which new lexical items originate, describing the season as such. Due to anthropocentrism we perceive individual astronomical and meteorological issues as personified items to which we ascribe human behaviour and human qualities. The motto of the thesis says: "I will not do the spring sowing next year. " The motto denotes the interaction of two conceptual schemata (the scheme of a cycle and the scheme of a journey) realizing the fact that the natural cycle corresponds in our mental representation with the phases of human life. The difference between the concepts is that man always reaches the terminal point of his journey unlike the nature constantly...
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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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Breathing and respiration as the source domain of conceptual metaphors in Czech
Bulak, Patrik ; Vaňková, Irena (advisor) ; Janovec, Ladislav (referee)
Bachelor thesis is focused on the semantic sphere of breathing and respiration. It is based on theories and methods of cognitive-cultural approach to language. The first chapter concerns the conceptual metaphor theory, metonymy cognitive concepts and the metaphor combined with metonymy (the metaphtonymy). The next chapter brings examined semantic sphere based on data from interpretation, etymological dictionaries etc. The attention is drawn in particular on metaphor and metonymy, to which the data refer. The third chapter deals with the physical experience of breathing in its entirety (sensory perception of breathing and experiencing of own respiration). There is also outlined, how this experience base is projected into the language. The crucial chapter of the thesis presents the classification of the collected material of language: it shows which target domains are related to source domain of breathing and respiration on the metaphorical expressions excerpted from phraseological dictionaries in the form of idioms. Research has shown that the breathing and respiration in the source domain are used primarily metonymically. Then it is possible to distinguish the metaphors from metonymy (metaphtonymies) and the "pure" metaphors (personifications). Based on the data interpretation there are at the end...
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