This diploma thesis deals with an analysis of advertising discourse focusing specifically on the use of language means. To begin with, this thesis defines theoretical knowledge of advertisement and individual language means. Subsequently, I find these language means in the particular cases and comment on their use. The thesis briefly discusses the gender issue in advertising discourse and shows visually different forms of promotion of textual communication act. The aim of the thesis is to present current trends of language means used in the advertising which help its persuasive function.

In the theoretical part, the hypothesis about more prevalent occurences in serious and tabloid newspapers will be established. This hypothesis will be validated by research literature. Furthermore, the chosen occurrences will be described in details on the basis of secondary literature. In the practical part, the selected occurrences will be mapped out in chosen serious and tabloid newspapers and the frequency of their appearance will be compared. The aim is to describe the language means that are typical for serious respectively tabloid newspapers. By selected occurrences (for example anglicisms, FVG, phraseologisms etc.) will be monitored not only their frequency, but especially the current trends in the use of these phenomena. KEYWORDS linguistics, language means, journalistic texts, tabloid, serious press

The presented thesis examines lexical and pragmatic instruments used by the leading newspaper in Germany during the Second World War, the Völkischer Beobachter. The objective is to determine the importance of the choice of lexical and pragmatic instruments and the communication strategy applied to influence readers. The targeting of readers by the press is illustrated by descriptions of the political climate and specific historical events. The thesis links language, history and wartime politics. By drawing on academic literature, the author describes the historical context preceding the Second World War, focusing on political events and press bans. Selected key wartime events are linked to linguistic analysis. The National Socialist ideology, led by Adolf Hitler, assists in demonstrating the origins of the typical features of National Socialist language. The newspapers themselves, Völkischer Beobachter, and selected linguistic and pragmatic phenomena are also described. The selected examples were chosen on the basis of a search in the Völkischer Beobachter and subsequent analysis. The linguistic analysis consists of a lexicological classification into linguistic devices of emotionality, expressivity, metaphor, metonymy and idiomatic expressions. The pragmatic devices as communication strategies and...

The present Master's thesis analyses language means in printed media with a particular focus on national daily newspapers from the second trimester of 1993. That year, there was an important linguistic conference on standardised Czech and language culture. The analysis examines especially language means that deviate from the standardised norm of the language. The theoretical part discusses key concepts, such as norm and codification or national language and its varieties. The understanding of these terms is critical for the analytical part of the thesis where language means used in printed media are being analysed using quantitative content analysis. The aim of this analysis is to describe their motivation of use and function. The results are then compared with the proceedings of the 1993 conference on standardised Czech and language culture held in Olomouc. The thesis provides a clear view on how the occurrence of non-standardised language means in media influences academic discussion on standardised Czech.

The present diploma thesis deals with spoken media communication, conducting a stylistic analysis of the language means used in the Hyde Park Civilizace pop-science programme. The thesis focuses on the evaluation of the language means used both by the host and the guests appearing on the show. The research sample consists of a cross-section of nine episodes aired within the first three years of the programme, i.e. 2012-2014. The goal of the thesis is to provide an objective assessment of the spokenness in live discussions on a Czech Television programme. Thus, this specific analysis aims to enhance the language standard of the public media in the Czech Republic. The research part follows up the theoretical part which describes spoken media communication based on the specialist literature.

Диссертация посвящена анализу языковых особенностей рекламных текстов для женской аудитории в аспекте их использования для передачи гендерных стереотипов. В качестве материала исследования выбраны слоганы, заголовки и подзаголовки потребительской рекламы. Был произведен многоуровневый языковой анализ современных текстов женской рекламы на русском и английском языках, опубликованных в персонифицированных по гендерному признаку журналах. Отмечаются трансформационные процессы и новые тенденции потребительской рекламы, комментируется их влияние на выбор языковых средств. / The research is devoted to the analysis of the linguistic means of advertising texts for women in terms of their use of gender stereotypes. Slogans, headings and subheadings of consumer advertising were selected as the research material. The research provides a multilevel linguistic analysis of modern Russian and English advertising texts for women which were published in gender-oriented magazines. The transformational processes and new trends in consumer advertising are noted as well as their influence on the choice of language means.

The dissertation aims at showing the differences in dealing with the death issue in characteristic works of art of both Czech and world literature. Above all, it pursues the comparison of two novels Život střídá smrt ("Life Becomes Death") by Petr Prouza and Nebe nemá dno ("Heaven is Bottomless") by Hana Andronikova. Both unique books belong to key Czech novels with the topic of death. Moreover, both of them deal with death from the point of personal experience, which means they are strongly autobiographical. The dissertation concentrates on creative processes and topical aspects, grasps autobiographical elements of both novels and all the identities and differences in the approach to the same topic. Therefore, the dissertation is devoted to listing the works of art dealing with death, further on to the analyses, interpretation and comparison of the novels Život střídá smrt ("Life Becomes Death") and Nebe nemá dno ("Heaven is Bottomless") together with the reflexion of reader's experience.

Introduction to the Theory of Language Correctness. The theme of this Thesis is the novel conceptualization of the subject field, which is, in the Czech context, traditionally dealt with within the theory of language cultivation, from the perspective of the so-called ontological "socialism" (esp. Itkonen, 1978; 2003). The first two chapters explain why the subject field of the (theory of) language cultivation is to be newly approached from this very perspective. The conceptual discussion in the first chapter identifies three underresearched factors (reaction of the Protectorate elites to the Nazi occupation policy; variety-based approach to the "language" and physicalism) that had negative effect to the debate on these questions and therefore they should not be taken into consideration; the terminological discussion in the second chapter supports the claim that it is not suitable to associate the traditional term (theory of) language cultivation with this novel conceptualization. The third chapter introduces in detail the so-called ontological "socialism" according to which there are not only spatiotemporal entities, i.e. language means, but also non-spatiotemporal entities, i.e. language rules qua actually existing social facts, in the subject field of linguistics. The fourth chapter provides a...