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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...
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Media image of the Apple Inc in Czech internet media before and after Steve Jobs'death
Nováková, Věra ; Huněk, Filip (advisor) ; Švelch, Jaroslav (referee)
This diploma thesis deals with media image of Apple Inc. in selected Czech internet media. It presents Apple Inc., its evolution and Steve Jobs's personality. The theoretic framework is semiotics and main method is semiotic analysis. There is also an introduction to the selected Czech internet media - iDnes.cz and jablickar cz. These are the sources of articles that have undergone semiotic analysis and are followed by comparation. The results of analysis is a phenomenon showing that the level of positivity of Apple products presentation in selected articles is lower after Jobs's death compared to the level of positivity of Apple products presentation during Jobs's life. Powered by TCPDF (www.tcpdf.org)
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Memory lanscapes in centraleuropean literature - Galicia and Bukovina
Iljašenko, Marie ; Činátlová, Blanka (advisor) ; Bílek, Petr (referee)
MA thesis Memory landscapes in centraleuropean literature - Galicia and Bukovina is dedicated to an analysis of the links between landscape, text, memory and cultural identity. Using cultural-semiotic and comparative approaches, it delimits and examines the mnemonic constructs that appear in German written, Polish and Ukrainian literature related to the regions. Two, mostly theoretical chapters are dedicated to the chosen approaches. The order of examined texts follows the development of mnemonic constructs, a process that takes place in all the literatures. The constructs were developed after Galicia and Bukovina ceased to be a part of one of the states. The thesis' structure is topical, each chapter includes an account of German written, Polish and Ukrainian literature. The first chapter focuses on the imaginary topography, geography and symbolic landscapes of Galicia and Bukovina. The second chapter examines the cultural identity that is anchored in the mnemonic constructs. The third chapter concentrates on various myths, constructs and literary phenomena that contributed to the image of Galicia and Bukovina as memory landscapes.
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