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Communication and visual presentation of the Girls without clothes brand on online platforms and their influence on creating a community of customers
Němcová, Marie ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
(in English) The diploma thesis entitled "Communication and visual presentation of the Girls Without Clothes brand on online platforms and their influence on creating a community of customers" analyzes the image of the clothing company Girls Without Clothes from two points of view. Primarily, it examines the communication of the brand on the social media platforms Facebook and Instagram. Subsequently, attention is drawn to opinions of those customers who follow the brand on these specific platforms. The theoretical part of the thesis focuses on explaining the necessary topics (visuality, community, advertising image, etc.) from the fields of visual rhetoric, image theory and media theory. In the practical part, the company Girls Without Clothes is first introduced and then placed in a competitive environment. The image of the company is explored using the analysis of visual images, focusing primarily on the method of communication. Specifically, the emphasis is placed on significant elements that may appear in communication, such as the use of humor, vulgarisms, being on first-name terms, etc. The various aspects shaping the way of communication are studied in detail and compared with competing local companies Life is porno and Surfr, which are, in some ways, similar to the brand Girls Without...
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The Future of Cultural and Historical Heritage: Application of Big Data in the Digital Humanities
Hryshyna, Kateryna ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
This diploma thesis deals with the topic of preserving cultural heritage in the context of digital humanities. The topic of this work will be the presentation of modern tools and technologies aimed at preserving cultural memory in Europe. The aim of this work will be to map the benefits and potential risks of digital infrastructures CESSDA, ARIADNE PLUS and DARIAH-EU for the preservation of cultural heritage. The work will be divided into three parts - the theoretical part will briefly introduce the topic of digital humanities and their studies, the concept of big data and the transformation of digital archives in the context of digital humanities. The analytical part will focus on mapping the current situation of cultural heritage preservation in Europe. The last practical part will offer an analysis of the advantages and disadvantages of digital infrastructures ARIADNE PLUS, CESSDA and DARIAH-EU both for the preservation of cultural heritage and for research in the social sciences and humanities.
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The Role of Play in Peirce's Semiotics
Borč, Marek ; Švantner, Martin (advisor) ; Gvoždiak, Vít (referee)
This thesis focuses on the basic delimiting of the issue of play within the framework C. S. Peirce's semiotics. Its objective is to expound and explicate the role of the phenomena of play in Peirce's philosophy using selected Peirce's texts and secondary literature, whereas our main starting-point is Peirce's identification of play with the inferential form of abduction. As such play is connected to Peirce's theories of sign and inference, as well as to the concepts of synechism, evolutionary cosmology and pragmatism. This finding sets Peirce's theory of inference within critical logic as one of the key themes of the thesis. In relation to this finding we give a basic explanation of Peirce's phaneroscopy and speculative grammar which in dependency on Peirce's classification of sciences set the ground for our analysis of play as a process of inference as well as a significant function. Within the framework of critical logic we focus primarily on abduction, especially on the question of the validity of abduction as a form of logical reasoning as well as on Peirce's transition from understanding different forms of inference as separate processes to understanding them as a continuous and interdependent whole of the scientific method. We develop Peirce's brief conception of play through an excursion...
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The Theory of Metaphor within Ressearches in Autism Spectrum Disorders
Procházková, Theresa ; Ivan, Michal (advisor) ; Gvoždiak, Vít (referee)
The thesis deals with the theory of metaphor in selected pieces of research that focus on autism spectrum disorders. Patients with autism spectrum disorders show weakened ability to communicate and they have trouble understanding everyday social interactions as they are not able to identify with thoughts and feelings of others. They also have trouble understanding metaphors, irony, hyperbolical speech, etc. In their book Metaphors we live by Lakoff and Johnson claim that our language and our thinking are based on metaphors, i.e. on abstraction. The hypothesis is that various pieces of research focusing on how people on the autism spectrum understand metaphors draw on different definitions of metaphor and different approaches to it. The theory of metaphor that is presented in Lakoff's and Johnson's work should be able to provide theoretical framework for coherent understanding of a metaphor. It should also have the potential to point out the differences between particular pieces of research and possible shortages within them.
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World War II Posters and Propaganda
Studený, Dominik ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
The thesis offers semiotic analysis of the World War II poster. It examines the fundamental rhetorical and visual examples based on specific ideological context. The thesis presents the representative war posters of the Soviet Union, United Kingdom, United States of America and Nazi Germany. Selected samples of the Czechoslovak posters are also included.
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...
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Deleuze's asignifying semiotics
Charvát, Martin ; Marcelli, Miroslav (advisor) ; Gvoždiak, Vít (referee) ; Michalovič, Peter (referee)
Mgr. Martin Charvát Deleuze's asignifying semiotics Disertační práce Abstract: In the thesis I am trying to prove that Gilles Deleuze's philosophy must be considered in respect of his analysis of sign. Deleuze's philosophy is thus inseparable from his semiotics which I would like to show on the figure of philosophy as symptomatology. If we understand sign as a symptom we are also standing on the semiotic level. Signs are expressions of ways of life, of our understanding of the world around us. The problem of Deleuze's semiotics (which is connected with the problem of expression) leads us to the problem of genesis. In this respect the genesis is united with the concept of pure difference. Key words: Deleuze, Gilles - signs - semiotics - genesis - difference
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