The diploma thesis focuses on the mechanisms set up campaigns in ppc systems. Thesis discusses the role of PPC in the marketing mix of the company, compares ppc with other similar tools (e.g. SEO). The practical part describes the creation of ad groups, setting and management of keywords, selection of content network, and analysis advanced tools of ppc campaign (public, dimensions, themes).

This study aims to contribute to the understanding of ideology conveyed by lexical items and framing of texts. Since ideology is embedded in language the frames used in newspapers construct a narrow ideological perspective for the readers to interpret subjects and events through. On the basis of editorials from The Washington Post and The Washington Times that cover President Barack Obama, the study examines how the editorials differ in their framing of Obama and which discourses and keywords occur unusually frequently in each newspaper. Findings suggest that when it comes to framing, The Washington Post allows for a relatively balanced perspective on Obama as they both support and criticise him, while The Washington Times overwhelmingly condemns and attacks Obama. A keyword analysis points to unusually frequent discourses on race, conservatives and reforms in The Washington Post, and spending, unemployment and political institutions in The Washington Times. Because of their ideological differences the newspapers construct a reality where the subject, Obama, is presented in very different ways.

This study aims to test Robertson’s lexical transfer principle, which posits that Chinese learners use demonstratives (particularly this) and the numeral one as markers of definiteness and indefiniteness. This is tested by analysing Chinese learners’ written production collected from the Spoken and Written English Corpus of Chinese Learners 2.0 (SWECCL 2.0). The purpose is to understand the variation of article usage by adult Chinese learners of English. More specifically, the study examines to what extent articles, possessive and demonstrative pronouns are used in Chinese learners’ English and how definite and indefinite articles are used by the Chinese learners. Findings suggest that Robertson’s lexical transfer principle was corroborated by the present study. In addition, Chinese learners prefer to use demonstrative determiners, the possessive determiner our, and the numeral one to perform the function of marking definiteness and indefiniteness. In particular, the learners try to use the demonstrative determiners that and this in the anaphoric function instead of the definite article, and the demonstrative determiner those is frequently used in the cataphoric function. What is more, the learners use the numeral one as a marker of indefiniteness, and it is also used as a marker of definiteness in the anaphoric function. Further, the possessive determiner our is used as a marker of definiteness in larger situation uses referring to something unique. To this end, the study is able to show that the definite article is used to perform the function of marking indefiniteness, and in some particular contexts the definite article functions as a Chinese specifier in Chinese learners’ English. Also, the indefinite article is frequently used in quantifier phrases but is rarely used in other functions. There are three main reasons that may explain why Chinese learners use determiners variously. Firstly, the choice of determiners by Chinese learners is influenced by linguistic contexts. Secondly, because of learning strategies, Chinese learners try to ignore the anaphoric function and cataphoric function that they are not yet ready to process in article usage. Thirdly, interlanguage grammar influences the optionality in the use of articles.

Information Technology is an academic discipline that is well recognized by the academic community. There is an increasing number of schools offering degrees in Information Technology and has there is an official curriculum published with the ACM/IEEE computing Curriculum. A concern with Information Technology as an academic discipline is that it does not have a clearly defined set of research issues which are not studied by any other discipline. One way to propose this set of issues is to perform a “bottom-up” analysis and gather research in IT that has already been published. This research can then be analyzed for recurring themes. This research describes a repository of graduate level work in the form of master's degree theses and projects and doctoral dissertations. A keyword analyses was done on the publications gathered, and it was confirmed that a set of themes could be found. As a demonstration of the viability of this approach the methodology has identified five initial themes. A larger sample is required to define a definitive set of themes for the IT discipline.

The Israeli-Palestinian conflict is one of the longest and most violent conflicts in modern history. The language used to represent this important conflict in the media is frequently commented on by scholars and political commentators (e.g., Ackerman, 2001; Fisk, 2001; Mearsheimer & Walt, 2007). To date, however, few studies in the field of applied linguistics have attempted a thorough investigation of the language used to represent the conflict in influential media outlets using systematic methods of linguistic analysis. The current study aims to partially bridge this gap by combining methods and analytical frameworks from Critical Discourse Analysis (CDA) and Corpus Linguistics (CL) to analyze the discursive representation of the Israeli-Palestinian conflict in American, Arab, and British media, represented by CNN, Al-Jazeera Arabic, and BBC respectively. CDA, which is primarily interested in studying how power and ideology are enacted and resisted in the use of language in social and political contexts, has been frequently criticized mainly for the arbitrary selection of a small number of texts or text fragments to be analyzed. In order to strengthen CDA analysis, Stubbs (1997) suggested that CDA analysts should utilize techniques from CL, which employs computational approaches to perform quantitative and qualitative analysis of actual patterns of use occurring in a large and principled collection of natural texts. In this study, the corpus-based keyword technique is initially used to identify the topics that tend to be emphasized, downplayed, and/or left out in the coverage of the Israeli-Palestinian conflict in three corpora complied from the news websites of Al-Jazeera, CNN, and the BBC. Topics –such as terrorism, occupation, settlements, and the recent Israeli disengagement plan—which were found to be key in the coverage of the conflict—are further studied in context using several other corpus tools, especially the concordancer and the collocation finder. The analysis reveals some of the strategies employed by each news website to control for the positive or negative representations of the different actors involved in the conflict. The corpus findings are interpreted using some informative CDA frameworks, especially Van Dijk’s (1998) ideological square framework.

The Master's thesis "Online marketing of website Golfprint.eu" deals with various aspects of website pages Golfprint.eu. The main objective of Master's thesis is based on the analyzes and studies to assess the specific Internet project, examine the strategy and formulate concrete proposals and recommendations with a view to the next time period. In addition to the broadly defined area of internet marketing and learn about the standard tools and factors that ensure an adequate commercial success. At the same detail to present selected web project and specify its main aims and objectives in the marketplace.

The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

The main aim of this thesis is to provide an overview of Chinese domestic political discourse through an analysis of the Chinese domestic media narrative surrounding the recent trade war with the United States. Using a mixed method of quantitative analysis of keywords and qualitative analysis of headline emotivity from media articles published by three big Chinese domestic news outlets, we were able to explore the language and emotions of their narrative. The results of keyword analysis identified the prevalence of politically motivated discourse, which was dominant throughout majority of this conflict. Themes such as strong self- identification, Chinese victim self-portrayal and American aggression were very strongly mentioned in the discourse of this population. Meanwhile, the interest of Chinese media in global economy and multilateral trading system was very little, with only few mentions in comparison to the political aspects of the discourse. Additionally, publishing volumes over the course of the conflict showed that despite the Chinese media reporting escalatory developments of the trade conflict more, the qualitative headline emotivity analysis discovered a general preference for the usage of rather neutral language and appeasing rhetoric.

Keyword analysis in scientific articles is a method used to identify and evaluate the importance and relevance of specific words or phrases (keywords) within scientific literature. The primary goal of keyword analysis is to uncover the core themes, research trends, and conceptual frameworks within a given field or across multiple disciplines. It helps researchers understand scientific discourse's focus and ideas' evolution over time. This thesis performs keyword analysis on a repository of scientific publications through a combination of methods. It starts with extracting the available keywords, and it deals with the missing keywords data through data augmentation. Then, it utilizes a variety of statistical methods to gain insight into the publications. The study employs an implementation of LDA topic modeling to accurately categorize keywords into thematic groups, a Vector autoregression to explore keyword relationships, and temporal dynamics of keywords. Next, the research further examines the interdisciplinary connectivity of keywords, clarifying the collective nature of modern science. In conclusion, the thesis presents a comprehensive framework for keyword analysis in scientific literature, through a blend of data augmentation, natural language processing, temporal dynamics, and interdisciplinary examination, the study provides a robust tool for understanding the development and structure of scientific literature. The findings of this research have important implications for scholars, it allows navigating the vast amount of scientific literature more effectively and to discern the most influential ideas and trends shaping target fields. The methodologies implemented here offer an opportunity for any studies to methodologically search, extract, and identify keywords to find relevant papers and interpret the complex landscape of scientific communication. / Nyckelordsanalys i vetenskapliga artiklar är en metod som används för att identifiera och utvärdera vikten och relevansen av specifika ord eller fraser (nyckelord) inom vetenskaplig litteratur. Det primära målet med nyckelordsanalys är att avslöja kärnteman, forskningstrender och konceptuella ramverk inom ett givet fält eller över flera lämnar. Det hjälper forskare att förstå den vetenskapliga diskursens fokus och idéernas utveckling över tid. Denna avhandling utför nyckelordsanalys på ett arkiv av vetenskapliga publikationer genom en kombination av metoder. Den börjar med att extrahera de tillgängliga nyckelorden och hanterar de saknade nyckelordsdata genom dataaugtation. Därefter använder den en mängd statistiska metoder för att få insikt i publikationerna. Studien använder en implementering av LDA-ämnesmodellering för att noggrant kategorisera nyckelord i tematiska grupper, en vektorautoregression för att utforska nyckelordsrelationer och tidsmässig dynamik av nyckelord. Nästa steg i forskningen är att ytterligare undersöka den tvärvetenskapliga kopplingen mellan nyckelord, vilket klargör den kollektiva naturen av modern vetenskap. Sammanfattningsvis presenterar avhandlingen ett omfattande ramverk för nyckelordsanalys i vetenskaplig litteratur. Genom en blandning av dataaugmentation, naturlig språkbehandling, tidsmässig dynamik och tvärvetenskaplig undersökning, erbjuder studien ett robust verktyg för att förstå utvecklingen och strukturen av vetenskaplig litteratur. Forskningens resultat har viktiga implikationer för forskare; det möjliggör effektivare navigering i den omfattande mängden vetenskaplig litteratur och att urskilja de mest inflytdrikelserika idéerna och trenderna som formar målfälten. De metoder som införas här erbjuder en möjlighet för vilken studie som helst att metodiskt söka, extrahera och identifiera nyckelord för att hitta relevanta artiklar och tolka det komplexa landskapet av vetenskaplig kommunikation.

The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.