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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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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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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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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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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Labaiová, Martina (referee)
This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Logo is visual identity of brand. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.
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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. From the semiological point of view, this thesis is based on Roland Barthes's theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation, connotation and myth. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful. Keywords logo, semiology, marketing semiotics, graphic design, corporate identity, myth, conotation, denotation
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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Řehořová, Irena (referee)
This thesis focus on semiological analysis of selected corporate logo. Logo is visual identity of brand. Visual identity is a part of corporate identity. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.
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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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