This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image

The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotic like subject of science in theoretic part, explain concept of sign and semiosis. Next I will describe concepts "denotace", "konotace", verbal and nonverbal signs. Next I will focus on commercial. I will describe commercial discours and semiotic in commercial. I'll introduce television as medium of commercial and come to methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age and how to eliminate influence of commerical to children. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothese, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children's product aim at adults (nappies, children's nutrition) use rather method of providing of informations. So it use different elements of signs. I will simultaneously expect reciprocal harmony between visual, verbal and audio...

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This essay aims to create a deeper understanding of how the meaning-making of the series Thin Blue Line contributes to the debate of culture, cultural representation and exclusion in contemporary Sweden. Through a popular cultural perspective based on the theory of representation and a survey through the method semiotic analysis answer the following two questions: How is Swedishness represented in the TV series? How does racialized swedes appear in the TV series? The material analyzed is limited to four environments, from four scenes from the series. The analysis of semiotic resources such as the environment and characters show a representation of Swedishness and racialized swedes, confirming Stuart Hall's (1997) theory that racialized swedes are often represented in contexts linked to crime and bad behavior. This is found above all in denotation and connotation which depicts racialized swedes as "the others" in relation to the concept of "Swedishness". In conclusion, I believe that the outcome is due to the creators attempts to present the reality of the population in the city, followed by the lack of swedish research that sheds light on the opposite representation of racialized swedes.

A qualitative study of the Swedish party leader’s presentation on Instagram.  Social media has become a big part of political communication. It makes it possible to spread messages and information directly to its voters without having to go through the traditional media, which they needed to before the age of social media. After finding a research gap about politicians' presentation on Instagram in a Swedish context, this study aims to examine four Swedish party leaders' presentations on Instagram by using qualitative methods where their image and text art studied. The study is based on Goffman's dramaturgical perspective and the phenomenon of personal branding.  The study shows that the party leaders' posts have a clear political focus with varied personal elements in the self-presentation depending on the party leader and the political affiliation. Posts with political content show a prominence that aims to emphasize its role as a leader, which is enhanced by the formal dress and the setting shown in the pictures. These posts are aimed to influence, inform and enlighten. The more private and personal pictures are supposed to present an ordinary side of the party leader and create recognition that the voters can relate to by showing emotions, family life and hobbies. But even though these pictures may feel personal and look like the party leader lets the followers into private life, there is an impression control, where they themselves have chosen what they want to share and highlight the sides in the self that they want to associate their personal brand with.

The purpose of this study was to investigate how media has followed the Parken Zoo incident and analyse how media convey the issue about the Parken Zoo incident. The different results have been compared. To answer the purpose of the study three issues has been formulated:  how do the different media relate to the ideal of objectivity? Who come across and get to speak in the different media? What differences and similarities are in the media?    The theories that have been used in this study are mainly McCombs theory of agenda setting, Strömbäck’s theory of framing and theory of media logic, Kovach & Rosenstiel theories of journalism and Manning’s theory of objectivity. The methods that have been used are a combination of a quantitative content analysis and a qualitative semiotic analysis. The material that has been observed in this study is newspaper articles, television news reports and television programs.   The results of the quantitative analysis showed that articles of Eskiltuna Kuriren, news reports of SVT1 and the program Debatt had most objectivity in there reporting. The news reports of TV4 and program Kalla Fakta had most biased reporting of the incident. The qualitative analysis showed that SVT1 news broadcast was more objective and TV4 news broadcast was more biased. The mainly sources in the media that has been used was the other media, the president to Parken Zoo and veterinaries. The newspapers used sources from other media, like the program Kalla Fakta, then also former employees from Parken Zoo and veterinaries. SVT1 and program Debatt used more other sources, more sources from Parken Zoo. In the qualitative analysis the result showed that the news broadcast from TV4 had the focus on how the Parken Zoo takes care of the animals, that they have put to death pumas and that Helena Olsson had lied to TV4. The broadcast from SVT1 focused on the mistakes Parken Zoo had done but also how they are going to fix the problems that they have. The news broadcasts gave different kind of framing effects to the viewers.

Diploma thesis "The Identity Construction of Teenage Girls in Internet Media and Magazines" deals with media texts which are being addressed to teenage girls; with a special attention to three significant media types of this area of concern. These are represented by the magazine Bravo Girl!, the blog dominikamyslivcova.cz and the website jenproholky.cz. The aim of the thesis is to describe and analyze these texts in detail; e.g. in the areas which are characteristic for them and could represent an element of high importance in the process of constructing the living reality of their recipients. The thesis also assumes how media could participate on their identity construction; their recognized values, opinions, thinking and lifestyle. Not only the thesis is concerned with the production of these specific texts and their features, it also focuses on the character of the interaction these media initiate towards the audience. It also tends to describe the receptive process the members of audience perform and how they react back, towards the media. To fulfill this goal, the pragmalinguistic analysis of the language features and communication strategies was used. Also the semiotic analysis was chosen, to the description of the structures of meaning, myths and ideologies within the texts. As a conclusion,...

Diploma thesis "Principles of popularization of scientific knowledge on the Czech and American news servers" evaluates and compares news published during three month period in scientific sections of news servers in the Czech Republic and the United States of America. The thesis follows room provided for scientific topics, the audiovisual features and theme agenda on NYTimes.com, USAToday.com, iDnes.cz and Novinky.cz. The results are accomplished through the quantitative content analysis which is supplemented by the qualitative semiotic analysis. The semiotic analysis determins compositional and narrative structures and the language features in the articles. It is very important to be concerned about the scientific journalism, as science is important in people's lives and, furthermore, it is the public who helps to support scientific efforts financially. Thus, scientists should be concerned about and aware of science communication in media.

The topic of this thesis is the online TV channel Stream. In the theoretical part, we described how online TV works in general. The following paragraph depicted the milestones of Stream TV. The practical part was dedicated to the semiotic analysis of Luděk Staněk's TV show of the online TV channel Stream. This chapter also includes the interview with the program presenter Luděk Staněk. In the interview, we dealt with Staněk's role in the show. The intention of this thesis was to describe how the online TV channel Stream works and analyze the Luděk Staněk's show.