The diploma thesis "Some Features of Persuasive Language in Selected Presidential Campaign Speeches of Two Candidates" aims to investigate how the rhetorical device of conceptual metaphor is employed in the election campaign speeches of Barack Obama and Mitt Romney addressed mainly to the Hispanic voters to develop the myth of the American Dream. The political speeches were analyzed under the theoretical framework of the critical metaphor analysis and critical discourse analysis. Besides the analysis of the metaphorical concepts that support the myth creation, other rhetorical devices were examined in the selected corpus of the both speeches for their persuasive function.

This diploma thesis focuses on the topic of financing of political parties and political movements in the Czech Republic, which is still neglected and insufficiently regulated in our country. In the practical part, the focus is on the financing and monitoring of the election campaigns for the regional council elections 2016. It primarily deals with the evaluation of the transparency of candidates and their campaigns. The election campaigns of the political movement ANO 2011 and the political party ČSSD are analyzed in detail in this thesis with an emphasis on the analysis of transparent accounts of the two candidates. The mandatory establishment of transparent accounts and expenditure ceilings for campaigns, in force since January 2017, are a very positive move towards a transparent political environment. Combined with control mechanisms and a system of sanctions, they form the basis for building a more transparent Czech political scene and they are the cause for further reforms and widening of rules in the system of political party and movement financing in the Czech Republic.

On the particular example of the US new motto of the foreign policy after 9/11 --War on Terror I am trying to refer to the work of the non-profit organization Amnesty International in the field of the international relations. I am pointing out its importance in the decision-making process of the political elites. My intention is to find the correlation between the persuasion of the American population in relation to its leadership or leaders based on the expressed promises in the election campaign. As the object of my work I have chosen the current US President - Barack Obama whose one of his five main promises declared in the campaign was to defeat the terrorism, detain and adequately punish the masterminds of attacks from the September 2001 for the committed crimes. This point comprises the significant change from the approach of his predecessor and so the closure of the Guantanamo military base as a symbol of modern torture and denial of human rights which serves as a detention camp for the suspects of terrorism for more than 14 years now. This was a daring commitment but he gained millions of supporters thanks to it. This option comprised the expectations of sophisticated solutions for tens of substantial issues, including meeting the objective of punishment of the terrorists and establishment of deterrent precedent for any other similar attempts. Obama failed to accomplish it.

The political marketing established in the Slovak Republic over the time and became a relevant part of the Slovak elections. Presidential elections in 2014 showed, that there is sufficiently large space for the application of political marketing. The aim of this thesis is to evaluate the election campaign of Andrej Kiska in presidential elections in 2014 in terms of usage of political marketing tools. The ambition of this work, is to show the extent and the exact form of the tools which were used in this campaign, based on the theoretical framework. Another object of this work is to describe, how was the results of presidential elections in 2014 perceived by Slovak public, how happy were the Slovak voters with the results of the elections and which arguments dominated in favor of Andrej Kiskas election.

Direct presidential election is a new phenomenon in Czech Republic which brought a challenge for political marketing. There was no previous experience with presidential campaigns and therefore there were a number of expectations how the candidates are going to carry out the campaigns. The thesis focuses on the election campaigns of individual candidates for Czech president in 2013. On a basis of the theoretical framework is an ambition of the thesis to analyze and compare the campaigns and subsequently to evaluate whether they have played an important role in the election, influenced voters' decisions and election results

The submitted thesis "Political marketing in the Czech Republic: comparison of application of political marketing on municipal and senate elections in 2014 " concentrates on the analysis of application of political marketing on municipal and senate election campaigns in 2014. The thesis analyses in detail the tools that were used in campaigns. The first chapter defines the theory and origins of political marketing. The second chapter concentrates on tools, strategies and new ways of using political marketing. The third chapter introduces the term permanent campaign and its effects on growing professionalism in election campaigns. In the fourth chapter author presents researched political subjects and the last chapter analyses the election campaigns.

This diploma thesis is a case study of the town Litvínov from which the author comes from. It analyses the use of political marketing in the party election campaigns, which is described in detail and applied through the Lees-Marshment's theory with the help of semi-structured interviews, questionnaire surveys, mapping of programs and Codes of Conduct. The expected result of the thesis is not only the analysis of the municipal pre-election campaigns of the individual candidate parties using the Lees-Marshment theory, but also critical evaluation of this theory applied within the municipal politics. The partial objective is to compare the use of marketing of regional and national candidate parties within the municipal politics. It is not only a description of this theory, but also an evaluation of the theory suitability on the municipal level. The conclusions point to the fact that political marketing plays a certain role at the municipal level, but the degree of its use is much lower than on the national level.

FRÖHLICHOVÁ, Jana. Analysis of Bipolar Tendencies of the Party System in the Czech Republic Electoral Competition Focusing on the Situation of Smaller Parties in Parliament. Prague, 2011. 120 pp. Thesis. Charles University in Prague, Faculty of Social Sciences, Department of Political Science. Thesis Supervisor Doc. PhDr. Tomáš Lebeda, Ph.D. Abstract The aim of this paper is to analyze the multifactory aspect of the influence the modern election competitions impose on a party's structure. More specifically, it describes how the standing of small parties is affected during ongoing gradual bipolarization. There are two approaches to the research. First, the paper examines the effect the electoral mechanism on the party's system have in the Czech Republic focusing on the parliament elections to the Chamber of Deputies in years 2002-2010. The mechanical and psychological elements of the elections influencing the profits of small parliament parties are analyzed. Second, the thesis addresses other factors concerning the election competitions that affect the standing of small parliament parties. The election campaigns in the 21st century are being professionalized and there is bipolarization of the election competitions. The party's structure is not influenced merely by the election rules. Other factors like use...

Analysis of the TOP 09 Election Strategy in the Regional Elections 2012 - Region of Pardubice Diploma thesis "Analysis of the TOP 09 Election Strategy in the Regional Elections 2012 - Region of Pardubice" deals with the election campaign TOP 09 in the elections to the Assembly of the Pardubice Region in 2012. TOP 09 is a political party in the Czech political scene first appeared in 2009. Regional elections in 2012 for the political party represented the first major challenge since its entry into the Chamber of Deputies in 2010 and the opportunity to establish themselves at the regional level. The thesis examines the elections in the Pardubice region in terms of the theory of second-order elections. The research of this theory was made in terms of the first direct elections to the European Parliament in 1979. The aim of this thesis is to introduce the theory of second order elections and to analyze the election strategy of TOP 09 before the elections to the regional council in 2012 in Region of Pardubice. Based on this theory will be find out if it is possible to apply this theory on the election strategy of TOP 09 and if the election managers of TOP 09 reflect this theory or the election strategy is created independently on this phenomenon. Keywords The election to the Assembly of the Pardubice...

The subject of this diploma thesis is the usage of elements of political marketing in the Czech presidential campaign 2012/2013. The theoretical part of the thesis is focused on the general development of political communication and election campaigns, the principles considering the performing of political marketing, the basic formulas of voters' decision-making and models of coordinated behavior of the electorate and political representatives depending on the strategic effects of electoral systems. In a subsequent analysis of the election campaigns of selected presidential candidates - Miloš Zeman, Karel Schwarzenberg, Jan Fischer and Jiří Dienstbier - is monitored, how and under what circumstances the advancement of political marketing is applied, whether the candidates and their election team incorporate the assumed strategic effects of the election system into the planning process and implementation of election campaigns, hence if and how the campaign considers the voters' experienced ideas about the head of the state.