Title: Role of brand in branding activities of Ice Hockey World Championship Objectives: The aim of this thesis is to create a new archetype of brand of Ice Hockey World Championship. This archetype is based on results of qualitative research which is focused on perception of brand of Ice Hockey World Championship from last 11 years (2007-2017). Methods: Written and electronic questioning was used in research focused on the perception of brand of Ice Hockey World Championship. This research is very important part of the thesis. The theoretical part is based on the analysis of documents (theoretical reflection). Descriptive analysis was used in the analytical part. Results: Archetype of brand of Ice Hockey World Championship was created in the thesis. This archetype was named The Fair Guy and contains some basic values typical of ice hockey (e.g. fair play, friendship or respect). Keywords: archetype, logo, mascot

The thesis deals with the analysis of biblical and mythological elements in the fantastic series The Chronicles of Narnia. The theoretical part focuses on the life of the writer C. S. Lewis and his sources of inspiration that led him to write his work. These include mainly the medieval romance and mythological characters. The second part analyzes and characterizes biblical and mythological elements that have been found in the stories. The thesis focuses on the moral values of the series and its contribution. The conclusion contains a brief summary of biblical and mythological elements, as well as the moral values.

The diploma thesis The Role of Symbols and Myths in (contemporary) Comics focuses on different functions of symbols and myths in fictional comics worlds, especially their different roles in comics from Japanese or Anglo-American area. The connection of comics and mythology brings up the analysis of the concept of heroic archetype which often appears in stories. I will chart the evolution of hero from the mythological one over superheroes to the contemporary modern hero and I will evidence his influence on the contemporary comics. Later, I will analyze how these fictional worlds are built on the logic of the actual world.

Diploma thesis is capturing key aspects of transformation from sport events to media events. Theoretical part clarified concept of media events by Dayan and Katz and applied this theory on sport events. Idea of banal nationalism from Michael Billig as a force which sustain and reproduce national states was examined in next part. Last theoretical basis of thesis is consisting of mythological level of media content with focus on sociocultural phenomenons of modern age. Modern myths such as hero archetype are pointed out through sports news. Research is based on facts resulting from theoretical part: banal nationalism and hero archetype are commonly used in coverage of sport events, especialy international ones. Analysis of media coverage of Olympic games in London brings these cathegories for banal nationalism: war methaphores, ego trip, stereotype, national heroes, state symbols and linguistics means refering to deic center of nation: pronouns and familiar salutations. For hero archetype these categories are set: birth, danger, heroism, challenge, enemies, sacrifice and adoration.

The aim of the diploma thesis, Mythology as a Source of the Harry Potter Series, is focused on inspirational sources which influenced the writer Joanne Kathleen Rowling. It organizes the mythology of characters and animals in successions of stories about Harry Potter. The basis of the thesis is the formulation of terms mythology, myth, Carl Gustav Jung's archetype and the analysis of encyclopaedic sources (Encyklopaedia Mythica). The main emphasis is put on the comparison of these features of mythology and archetype with literary characters and animals in particular stories about Harry Potter.

The primary focus of this thesis is the New York fiction by the prolific American writer Edith Wharton. The particular works discussed in this thesis are The House of Mirth, The Custom of the Country, and The Age of Innocence, completed by the collection of four novellas, Old New York, and also a selection of Wharton's short stories set in the city of New York. The main argument of the thesis could be encapsulated to say that Wharton's fiction lacks the individuality of the characters, and the main focus of the texts is on society and how society affects the archetypes of the characters created solely for the purposes of this thesis. It is divided into three intersecting chapters, the first topical chapter concentrating on New York as such and how the Gilded Age influenced the Big Apple. Moreover, Wharton and her own relationship with the city is discussed in this chapter as well, pointing at the fact that she was intimately familiar with the custom and the manners of the upper society of New York, which she later implemented in her fiction. Also, the description of naturalism and determinism are provided as those seem to be the genres most utilized by the author. The next chapter revolves around the notion of archetypes as Claude Lévi-Strauss introduced in his "The Structural Study of Myth," which...

The theoretical part of this master thesis is based on the literary genre of the initiation novel, as presented by Daniela Hodrová. In an effort to gain a deeper insight into the novel's typical figures and spatial motifs, the theoretical part also contains a summary of archetypes described by C. G. Jung. In the practical part, principles of the initiation genre are demonstrated on the novels Demian and Steppenwolf written by the German author Hermann Hesse. The aim of the thesis is to provide a proof that the two novels can be assigned to the initiation novel genre and also to make use of the means presented in the theoretical part for an analysis of the initiation of the protagonists. The initiation in Demian is presented as a precursor of the initiation described in Steppenwolf. Therefore, the result of this thesis is also an attempt to present the philosophical connection between the analysed novels. KEYWORDS Demian, Steppenwolf, Hermann Hesse, initiation novel, Daniela Hodrová, archetype

This thesis is a literary analysis that discusses gender archetypes within two extensive literary works of Ladislav Klíma which he adapted into final pieces: Sufferings of Prince Sternenhoch and Glorious Nemesis. The methodological and theoretical part of the work examines the question of literary canon, defends feminist criticism as a legitimate approach to text analysis, looks back at the relatively short history of the use of gender as an analytical category, and represents a method of resistant reading. It also reflects the inspirational source of Klíma's authorship, the philosophy of Friedrich Nietzsche with an emphasis on gender aspects. Using classical feminist texts, works of literary theory, and the works that are central (not exclusively to feminist) analysis of (not only literary) archetypes identifies (mostly) female literary characters with some of the traditional (but also less common) archetypes - mother, witch, goddess of justice and fate, collaborator, and others. Except for archetypes, the thesis also discusses other gender (literary) aspects, for example the issue of stereotypical display of femininity and masculinity, the conceptualization of women as a capital, and women's connection with nature or female sexuality which is still often analyzed on the basis of the...

The present MA thesis focuses on the development of the archetype of the Southern Belle in the selected works of American fiction, namely John Pendleton Kennedy's Swallow Barn, William Faulkner's Sanctuary and Margaret Mitchell's Gone with the Wind. The main task is to explore how the archetype of the Southern Belle was constructed and (if) transgressed at different times in the American literary tradition from the period of antebellum South to the era of the Southern Renaissance. Since the archetype of the Southern Belle is connected with the white upper class society it will be also discussed in this respect. By comparing texts from different historical periods I want to compare the different nature of cultural and social conditions that contributed and informed the meaning and the function of the Southern Belle. Moreover, by selecting Southern woman writer and Southern male writers respectively I want to compare female and male perspective on the literary representation of the Southern Belle. The first chapter briefly addresses the development of the American South as a region with a distinct social structure and cultural values and attempts to position the figure of the Southern Belle within that socio-historical context. Chapters three, four and five introduce and analyze the archetype of the...

This work deals with characteristics of Greek mythology and tries to define a myth and to describe the differences between myths and fairy tales. It focuses on an origin and a history of myths, on gods and on heroes. My work also examines a concept of collective unconscious and archetypes, that appears in antique mythology (especially the archetype of a hero). Based on these findings, this work forms characteristic features of heroes, that are applied on the Greek heroes Odysseus and Achilles. Their life stories prove they deserve to be considered as archetypes of heroes. A survey, that deals with a concept of heroism according to contemporary young people, is also part of the work. It reflects not just the teenagers' image of a hero, but it examines their knowledge of Greek mythology, too.