Mitt syfte med denna uppsats har varit att undersöka hur tonåringar uppfattar och tolkar reklam. Jag har gjort ett pedagogiskt projekt om reklam som är kopplat till semiotisk bildanalys, reception och perception tillsammans med elever i skolår sju till nio på min partnerskola. Metoder som jag har använt till undersökningen är enkät, intervjuer, lektioner, fältanteckningar och mycket litteratur för att försöka stödja mina teorier. Jag har beskrivit olika metoder och teorianknytningar som förklarar hur reklambilderna är uppbyggda samt på vilket sätt metoderna fungerade i praktiken tillsammans med eleverna med bl.a. Roland Barthes teorier. Den grundläggande idén var att se om hans teorier kunde användas som redskap i bildanalyserna tillsammans med eleverna i skolår sju till nio. Lärare och elever uppfattar och tolkar reklamen de möter från olika perspektiv.

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal.

Thèse numérisée par la Direction des bibliothèques de l'Université de Montréal.

Ann's Loves is a script for a feature-length film incorporating the ideas and theories of French New Wave directors and postmodern literature to reveal insights about the romance in the protagonist's life. The plot and structure of the film is based on the different interactions Ann has leading to her experience of love and intimacy with other characters, places, and art. Ann's loves are also in conflict with the ideas of love promoted to her, including the pressure to get married. While evaluating many kinds of love, Ann struggles to discover her ideal love(s). Ann's loves are expressed in different film tracks, allowing a consistent linear narrative throughout the film, but also producing non-narrative moments where only sound and text or images are displayed. Yet all features of the film represent Ann's loves and the loves of those that influence Ann. Many of the scenes are meant to capture Ann's inner life and her views of love and romance, paralleling key themes and structures in A Lover's Discourse by Roland Barthes. Like Barthes, Ann produces her own understanding for words that describe her "scenes of love." The film explores Ann's feelings while confronting her conception of the intimacies she has; in this way it is similar to the films of French New Wave director Eric Rohmer, whose films revolve around his characters' analysis of their relationships. However, unlike Rohmer's films, this work "separates the elements" of the film and interrupts the main narrative of Ann's exploration of love and relationships. This interruption and separation of elements allows for expository and poetic approaches that are normally suppressed in narrative films. The film acknowledges the instability of the idea of love, proves how much love is constructed by society, culture, and family, and provides opportunities to make choices about love and relationships that we may overlook.

Ana Cristina Cesar e Roland Barthes são frequentemente caracterizados por uma dicção intimista e subjetiva, que o estudo especializado averigua ser resultado de articulações muito específicas do eu em seus textos. Esta dissertação inscreve-se nesses estudos, traçando a movimentação entre os espaços de intersecção, os de autonomia e o trânsito entre escritor e locutor em escritos de Ana C. e de Barthes. Examina a inclusão deliberada de determinados dados biográficos dos escritores no espaço textual da obra, pensando um arraigamento da escrita na biografia como projeto em Barthes e como inquietação em Ana C.. Discute os diários como espaço de modulação do eu na escrita, e também de correlatos como subjetividade e identidade, visto que os dois autores trabalham o gênero com finalidades literárias, operando nele certos deslocamentos. São também investigados modos de relação entre os meticulosos eus textuais e o Outro, em duas frentes: imagens fotográficas em livros dos autores e o anseio pelo outro, como interlocutor em Ana C. e como matéria e motivo de um narrar em Barthes. A análise se concentra sobre A teus pés, Crítica e Tradução e a iconografia de Inéditos e Dispersos de Ana C., e de Barthes, A Câmara Clara, Incidentes e Roland Barthes por Roland Barthes. / Ana Cristina Cesar and Roland Barthes are often described as having an intimist and subjective diction, which specialized study shows to be the result of very specific articulations of I in their texts. Likewise, this dissertation traces the dynamics of intersection, autonomy and transit between writer and speaker in the writings of Ana C. and Barthes. It examines the deliberate inclusion of certain writers biographical data in the oeuvre arena, which roots writing in biography as a project for Barthes and as unease for Ana C.. This work discusses the diary as a writing arena for modulating the I, as well as related notions such as subjectivity and identity, given that the two authors work the genre with literary purposes and thus operate certain shifts in it. This study also investigates relationships between the meticulous textual I and the Other, on two fronts: photography in the authors books and the longing for the other, as an interlocutor for Ana C. and as subject and reason of narrative for Barthes. The analysis focuses on Ana C.s A teus pés, Crítica e Tradução and the iconography of Inéditos e Dispersos, and Barthes Camera Lucida, Incidents and Roland Barthes by Roland Barthes.

Thesis--Zürich. / Vita. Includes bibliographical references (p. v-xi).

This diploma thesis, called Hyundai commercials from the semiotic point of view, deals with audiovisual commercials and their meanings, which can be hidden in them. The thesis is inspired by the book Mythologies which was written by Roland Barthes. The first part of the thesis is a chapter about the car manufacturer Hyundai, its background in the Czech Republic and also the reason for the choice of this brand is stated here. This part is followed by a chapter about advertising. Advertising is a type of persuasive communication, it is a part of mass media and is connected to other sciences such as psychology, social studies, linguistics and others. Relevant knowledge of these fields is used as well. The theoretical background of the thesis is extended in the next chapter which focuses on the science of semiotics. Key terms such as semiosis, sign, denotation, connotation, primary and secondary semiological systems and myth are defined. Also the method of semiotic analysis is explored. In connection with the terms mythology and ideology a subchapter on Roland Barthes follows. In the methodology chapter the research design is stated and research questions are formulated. The analytical chapter consists of the denotative parts of analyzed commercials (the plot together with the scene and sound is...

Ana Cristina Cesar e Roland Barthes são frequentemente caracterizados por uma dicção intimista e subjetiva, que o estudo especializado averigua ser resultado de articulações muito específicas do eu em seus textos. Esta dissertação inscreve-se nesses estudos, traçando a movimentação entre os espaços de intersecção, os de autonomia e o trânsito entre escritor e locutor em escritos de Ana C. e de Barthes. Examina a inclusão deliberada de determinados dados biográficos dos escritores no espaço textual da obra, pensando um arraigamento da escrita na biografia como projeto em Barthes e como inquietação em Ana C.. Discute os diários como espaço de modulação do eu na escrita, e também de correlatos como subjetividade e identidade, visto que os dois autores trabalham o gênero com finalidades literárias, operando nele certos deslocamentos. São também investigados modos de relação entre os meticulosos eus textuais e o Outro, em duas frentes: imagens fotográficas em livros dos autores e o anseio pelo outro, como interlocutor em Ana C. e como matéria e motivo de um narrar em Barthes. A análise se concentra sobre A teus pés, Crítica e Tradução e a iconografia de Inéditos e Dispersos de Ana C., e de Barthes, A Câmara Clara, Incidentes e Roland Barthes por Roland Barthes. / Ana Cristina Cesar and Roland Barthes are often described as having an intimist and subjective diction, which specialized study shows to be the result of very specific articulations of I in their texts. Likewise, this dissertation traces the dynamics of intersection, autonomy and transit between writer and speaker in the writings of Ana C. and Barthes. It examines the deliberate inclusion of certain writers biographical data in the oeuvre arena, which roots writing in biography as a project for Barthes and as unease for Ana C.. This work discusses the diary as a writing arena for modulating the I, as well as related notions such as subjectivity and identity, given that the two authors work the genre with literary purposes and thus operate certain shifts in it. This study also investigates relationships between the meticulous textual I and the Other, on two fronts: photography in the authors books and the longing for the other, as an interlocutor for Ana C. and as subject and reason of narrative for Barthes. The analysis focuses on Ana C.s A teus pés, Crítica e Tradução and the iconography of Inéditos e Dispersos, and Barthes Camera Lucida, Incidents and Roland Barthes by Roland Barthes.

1 Michaela Rumpíková, Résurrection de l'auteur : Hervé Guibert Abstract Hervé Guibert's writings are shocking, revolting, surprising with their explicit and expressive content. The author's desire to show, to reveal and to expose himself transforms his private universe into a space where intimacy becomes extimacy. His exhibitionist project is accomplished with the assistance of a literary genre, autofiction, the new postmodern cosmos of the "I". This thesis seeks to analyse the notion and the modalities of his "I", intimately connected to the themes of body, illness, life, death and resurrection, in his literary chronicles of AIDS, To the Friend Who Did Not Save My Life, The Compassionnate Protocol, Modesty, or Immodesty and The Man in the Red Hat. The "I" of the autodiegetic narrator appears as fragmentary and unstable. His "self" configures and unconfigures at the same time. There is a sense of alienation from his own body which has been dramatically altered by the illness. As a consequence, we witness both physical and psychological defragmentation of the subject. The body, constituent of the "I" identity, gradually transforms into an impersonal "it", an entity apart. In order to (re)construct himself, the author uses various writing processes that help him become familiar with his new "self". Finally,...

Roland Barthes nunca colocou os pés em território brasileiro. O que não quer dizer que ele nunca tenha estado no Brasil: seus escritos, carregados com suas ideias, suas noções, seus paradoxos e suas idas e vindas, trataram de assegurar sua presença na história da crítica literária brasileira do século XX. As relações entre Barthes e os intelectuais constituem o tema deste trabalho, que tem por objetivo encontrar, descrever e problematizar as imagens do escritor francês, produtos de sua recepção no Brasil, de 1953, data da publicação do primeiro livro de Barthes, Le Degré zéro de lécriture, até o momento atual. Efeitos de um processo de refração, tais imagens não se limitam a reproduzir a dinâmica do pensamento barthesiano, mas também evidenciam as particularidades do contexto e dos intelectuais que delas se apropriaram. Pois a periodização estudada compreende um momento de transição na história da crítica brasileira que a recepção à obra do escritor torna evidente: a consolidação das instituições universitárias, nos anos 50 e 60, abriu um novo espaço para os debates literários, antes limitados aos jornais. A crítica literária e as discussões teóricas, até esse momento, dominadas por críticos de formação autodidata, passaram a, paulatinamente, constituir uma preocupação dos professores universitários. A proposta deste trabalho é examinar como o pensamento de Barthes foi integrado nesse contexto, tendo como fio condutor e corpus principal o jornal O Estado de S. Paulo, complementado pela revista universitária Língua e Literatura. Tendo sido primeiro comentado pela crítica jornalística para, em seguida, tornar-se objeto de uma crítica universitária, o pensamento barthesiano transparece sob a forma de imagens parciais que, ao final do percurso investigatório, compõem um mosaico heterogêneo e complexo. Incompreendido, mestre estruturalista da nouvelle critique, semiólogo e guru nas universidades, hedonista, subversivo: em cada imagem pulsa uma faceta de Barthes, num movimento constante, engendrando novas leituras e a escrita de novos textos, e assim circulando, viva. / Roland Barthes never placed his feet on Brazilian territory. Which is not to say that he has never been in Brazil: his writings, full of his ideas, his concepts, his paradoxes and his comings and goings, treated to ensure his presence in the history of Brazilian literary criticism of the twentieth century. The relations between Barthes and intellectuals are the subject of this work, which aims to find, describe and discuss the images of the French writer, products of his reception in Brazil, from 1953, the publication date of Barthes first book, Le Degré zéro de l\'écriture, until the present time. Effects of a refraction process, such images do not merely reproduce the dynamics of Barthesian thought, but also highlight the particularities of the context and intellectuals who have appropriated of them. As the periodization studied comprises a transition moment in the history of Brazilian criticism that the reception to the work of the writer becomes evident: the consolidation of the university institutions in the 50s and 60s opened a new space for literary debates, once limited to newspapers. Literary criticism and theoretical discussions, so far dominated by self-taught critical, began, gradually, a concern of academics. The proposition of this thesis is to examine how Barthes thoughts were integrated in this context, having as a guiding thread, and the main corpus, the newspaper O Estado de São Paulo, complemented by the university journal Língua e Literatura. Having first been discussed by the journalistic critics and later becoming a subject of academic criticism, Barthesian thought emerges in the form of partial images that, at the end of the investigative path, composes a heterogeneous and complex mosaic. Misunderstood, struturalist master of nouvelle critique, semiotician and guru in universities, hedonistic, subversive: in each image pulsates a facet of Barthes in a steady movement, engendering new readings and the writing of new texts, and thus circulating, alive.