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Greenwashing in the language of advertising
Pimperová, Žofie ; Lobenstein-Reichmann, Anja (advisor) ; Bučková, Tamara (referee)
Today, environmental protection and sustainability issues are also becoming increasingly important as climate change progresses rapidly. With this, the number of companies claiming to be environmentally friendly and doing something for the climate is growing. They present their commitments in sustainability reports, paint their brands green and invest in advertising portraying them as great fighters against climate change. When these statements are false, such advertising can be described as greenwashing. But it can be hard to spot. The aim of this bachelor thesis is to analyze the linguistic devices in advertising related to the topic of sustainability and to find out which ones are repeated. First, the language of advertising and greenwashing will be introduced, then the methods of analysis, and, finally, individual examples of advertisements will be characterized and analyzed. Certain keywords, metaphors, syntax and corpus will be considered in the analysis. The work of Nina Janich, Peter Grice or Armin Burkhardt will also be used as a starting point for the analysis. Finally, the advertising posters, videos or other advertising texts of specific companies (IKEA, RWE, C&A, Shell, DB, REWE and Frosch) will be critically examined and compared with other climate promises of the companies in...
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Linguistic Analysis of a Pre-Election Campaign
Škeřík, Martin ; Holanová, Radka (advisor) ; Šmejkalová, Martina (referee)
This bachelor thesis is focused on a linguistic analysis of the pre-election campaign during the 2021 parliamentary elections in Czechia. The aim of this thesis is to demonstrate which persuasive techniques were employed in specific pre-election campaigns. The analysis itself is based on the principles used by both commercial and political advertising with the main focus being on persuasive means and negative political advertisement. Such means are used by the elections participants in order to attract the attention of a potential voter and to secure their vote and long-time support. The analysed material was obtained in both printed and electronic form. It is divided by genre into further categories, those being election programmes, pre-election newspapers, letters to the voters, billboards and posters and finally internet platforms and social media. Based on the analysis, we found that among the most used persuasive means were imperatives, exclamatory and appealing sentences. The election participants also frequently employed questions which are used to simulate direct contact with the recipient. Metaphors, similes, epithets, hyperboles and phrasemes were also often used. A frequent persuasive technique was also the repeating of slogans and phrases, most political parties have also employed some...
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Media for Young Generation: Linguistic Analysis of the Jsem v obraze
Novotná, Adéla ; Klabíková Rábová, Tereza (advisor) ; Odstrčilová, Klára (referee)
This bachelor thesis focuses on the current trend of news channels emerging on social networks and targeting mainly the young generation. Digital creators use communication elements common for the online environment and for the communication of the young generation in the creation of this type of content. The thesis illustrates these specifics through a linguistic analysis of the posts of one of the representatives of these platforms, the Instagram profile Jsem v obraze by Johana Bázlerová. The aim of the research is to describe the significant linguistic phenomena that occur in this type of media content, taking into account the conditions of the online environment and social networks and their pressure on the attractiveness, speed and brevity of the message. The theoretical part of this thesis defines the specifics of new media, digitalization, Web 2.0 and the transformation of news content in the social networking environment. At the same time, it introduces the Jsem v obraze profile itself and its author, as well as other similar projects operating on social networks. The methodological part characterizes the methods used in the research. The linguistic analysis itself is based on the findings of the literature and provides concrete examples of the linguistic devices described in the posts...
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Stylization of Language in Novels of Katerina Tuckova
VARGOVÁ, Markéta
The aim of this diploma thesis is linguistic analysis of two novels written by contemporary Czech writer Kateřina Tučková, The Expulsion of Gerta Schnirch (2009) and The Zitkova Goddesses (2012). The diploma thesis is divided into theoretical and practical part. Theoretical part concerns with characterization of functional style of artistic literature, its textual composition and stylistic standard. The next chapter deals with differentiation and stratification of national language. Then follows an outline of the issue of written and spoken forms of language and work of Kateřina Tučková. Practical part is focused on analysis itself which observes four linguistic levels - phonology, morphology, syntax, and lexicon. The interest is mainly devoted to marked linguistic means which differ from neutral, non-expressive or standard expressions. The final short summaries, given under each individual chapter, focus on the most frequented linguistic means.
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Verbal aggressiveness in discussion on the webside iDNES.cz
WAGNEROVÁ, Hana
This thesis deals with verbal aggressiveness in internet discussions on the website iDNES.cz. It researches the course of communication between the participants of the discussions and it analyses their contribution from the stylistic and lexical point of view. The aim of this thesis is to find out in what manner the aggressiveness is expressed, what language devices the speakers use and where the aggressive behaviour and expressions occur most often. The study attempts to determine the reasons for this demeanour and whether it could be prevented. In its first part, the paper analyses internet discussions as a type of a communication process, studies its character and its relation to other kinds of communication. In its second part, it explores specific language devices that can be found in the discussions. The material used for the analysis is derived from the reporting section on the website iDNES.cz.
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Language devices used in dating advertisements
VOKATÁ, Lenka
The goal of the thesis is to characterise texts used in dating advertisements from a linguistic point of view, focusing on advertisements posted on a selected online dating portal. The theoretical section of the thesis explores the history of dating advertising, special features of online communication and differences in male and female communication, including the stylistic concept of dating advertisements and a description of the relevant textual type. The research section of the thesis analyses dating advertisements in terms of individual linguistic levels.
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Linguistic analysis of current speeches
VÁVROVÁ, Kamila
This diploma thesis addresses the issue of spoken speech - it deals with speech by presenters of selected television programmes. The theoretical section discusses the functional style of journalism, summarises current knowledge about the production of speech and the audio aspects of language, while also providing basic information about lexis, syntax and nonverbal communication. The research section focuses on the ways of constructing spoken expressions and a description of linguistic devices at the phonetic-phonological, morphological, syntactic and lexical levels. Non-verbal communication is also evaluated. Expressions are analysed and compared.
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Linguistic characteristics of the present comics
Hradečný, Aleš ; Palkosková, Olga (advisor) ; Chejnová, Pavla (referee)
The thesis is focused on comics and mainly its lingustic aspect. The first part introduces comics as a cultural phenomenon and its various definitions from which the best possible is chosen. After that it deals with brief history of comics and its development from different geographic points of view. The attention is given to the language of comics and mainly to its specific, unique cooperation between words and images. In the second part analysis of two comic books, Anča a Pepík from 1990 and Na odstřel from 2014, from Lucie Lomová is realized. The results are compared with each other and conclusions are drawn. The common features of comics language are introduced on the bacground of the analyses.
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