The aim of the thesis is to analyze the overall image of Slovakia. First, the work argues whether it is even possible to use conventional marketing practices in connection with the country as a brand, what Simon Anholt theory analyzes as well. In the following section, the attention is focused on the evaluation of systematic work and cooperation of government authorities responsible for a unified communication strategy of Slovak promotion and communication with the public. Analysis of Slovak promotion evaluates the effectiveness of media campaigns aimed at the promotion of Slovakia as a tourist destination. At the end, questionnaire survey compares domestic and foreign attitudes to Slovakia, the impact of advertising campaigns on development of these attitudes and verifies national identity of Slovakia. The survey results will contribute to the final assessment of the image and improvement suggestions for the current strategy of Slovakia.

This dissertation analysis has as theme the grotesque media. In such way, the general objective seeks to understand the grotesque through the humor cartoons in the printed media journalism. The justification for such research is the possibility to understand better the phenomenon through the gear of the humorous texts. For this, parting from a semiological approach, some specific objectives were proposed: (i) understand the expressive manners that the grotesque assumes in the press media, which represent certain modes of discursiveness; (ii) explicit the senses constructed in the humorous text, specially the grotesque, once the comical aspect appeals to it and (iii) point out the discursive strategies used for the construction of senses, that is, the constructions in terms of language (visual, verbal) that operate while textual strategies are demonstrated, above all, through images. We wish to demonstrate that the grotesque is a signification that operates as a start for the comical aspect in the newspapers. Some of the conclusions which can be pointed out are: the existence of an interface information/amusement, once the meaning of the charges are related to or extend the meaning of the news, the relevance of the visual component of the expression in terms of the construction of the senses in these texts and the demonstration of different discursive strategies in what refers to the enunciation of the journalistic humor. / Esta análise dissertativa tem como temática o grotesco midiático. De tal modo, o objetivo geral busca compreender o grotesco através do desenho de humor de mídia jornalística impressa. A justificativa para tal desdobramento se dá diante da possibilidade de compreender melhor o fenômeno pela engrenagem dos textos humorísticos. Para tanto, a partir de uma abordagem semiológica, propõe-se como objetivos específicos: (i) compreender as modalidades expressivas que o grotesco assume na mídia impressa, que representam certos modos de discursivização; (ii) explicitar os sentidos construídos no texto de humor, especialmente o grotesco uma vez que a comicidade a ele recorre e (iii) apontar as estratégias discursivas utilizadas para a construção dos sentidos, ou seja, as construções em termos de linguagem (visual, verbal) que operam enquanto estratégias textualizadoras, manifestas, sobretudo, através de imagens. Busca-se demonstrar que o grotesco é uma significação que opera como princípio para a comicidade nos jornais. Algumas das conclusões que podem ser apontadas são: a existência de uma interface informação/entretenimento uma vez que os sentidos das charges se relacionam ou ampliam os sentidos da notícia, a relevância do componente visual da expressão em termos da construção dos sentidos nesses textos e a manifestação de diferenciadas estratégias discursivas no que se refere às modalidades de enunciação do humor jornalístico.