The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.

This dissertation critically appraises some ofChauke's literary works within a semiotic approach especially in terms of colours of the spectrwn. In this study the spectrum is reganled as a replica or symbol of man's various filcets of Jife. Analyses of the representations of "Life is a Spectrum" have been made in tenns of psychological and symbolic &.cets. Cbauke's narrative s1yle in delineating characters and milieus sketching received attention in the discussion. The cunent scenario in education and politics as well as socio-economic issues have also been dealt with. This study has revealed that Chauke is an author who dmws readers very close to his works that serve as mirrors of their lives. It bas been established that Chauke is an outstanding writer who uses real situations and events that are relevant to people•s life in this contempotaty situation. / African Languages / M.A. (African Languages)

This essay examines the performance artworks Action Pants: Genital Panic (1969), Interior Scroll (1975) and S.O.S Starification Object Series (1974-82) by artists VALIE EXPORT, Carolee Schneemann and Hannah Wilke. The objective is to analyse the expressions of these artworks, from a theoretical viewpoint of feminist art-theoreticians and their critique regarding the female body in representation. Performance- and body-art have been the subject of discussion with respect to the female nude in the history of art, and the patriarchal structures that surround it. These eminent theories about the female body in art differ from one another, leaving this study to investigate given works and the explicit body-language that unites them, with the aim to identify a favourable representation of the female body in 1960sand 70s performance art with the vantage point of these artworks. The present essay has demonstrated that vaginal iconology exists in all works and can be presented in various ways. It becomes clear that the work of VALIE EXPORT provides a framework most suitable as a feminist, critical strategy to counteract the notion of the male gaze, framing, and representation of the body as commodity in capitalist-society. However, the works of Schneemann and Wilke, with more essentialist themes, can through ambiguity contribute to a positive representation of woman in representation. There is no simple answer to which way 2 of using the body is the most beneficial for feminism, however, a critical representation of the female body in performance and body art, in relation to the artists’ own intentions, creates positive ambiguity, thus these artworks do not only reinforce patriarchal conventions regarding the female body.

This dissertation critically appraises some ofChauke's literary works within a semiotic approach especially in terms of colours of the spectrwn. In this study the spectrum is reganled as a replica or symbol of man's various filcets of Jife. Analyses of the representations of "Life is a Spectrum" have been made in tenns of psychological and symbolic &.cets. Cbauke's narrative s1yle in delineating characters and milieus sketching received attention in the discussion. The cunent scenario in education and politics as well as socio-economic issues have also been dealt with. This study has revealed that Chauke is an author who dmws readers very close to his works that serve as mirrors of their lives. It bas been established that Chauke is an outstanding writer who uses real situations and events that are relevant to people•s life in this contempotaty situation. / African Languages / M.A. (African Languages)

Ce travail de recherche porte dans sa première partie, sur la situation linguistique du Liban, sur la volonté d’étudier la place que la langue française y occupe par rapport aux autres langues en présence, notamment par rapport à l’anglais. Au-delà du contexte, nous présentons aussi dans cette première le corpus suivi du cadre théorique et méthodologique. Pour ce faire, nous avons fait appel dans le cadre théorique aux procédés linguistiques tels que l’emprunt linguistique, l’alternance codique, le calque et l’interférence, ainsi qu’à des concepts sociolinguistiques essentiels, pour montrer comment l’auteur revendique sa langue source à travers la langue d’écriture, dont, entre autres, l’imaginaire linguistique/culturel et les représentations sociales. Dans la deuxième partie, on met en exergue le phénomène du contact des langues et leurs usages au sein de la société libanaise qui a engendré des parlers hybrides comme, entre autres, le franbanais. Par ailleurs, cette étude peut affirmer l’ancrage de la culture et de la langue française au Liban. Quant à la troisième partie de la thèse, elle est consacrée à l’étude socio-sémiotique des articles et des dessins, extraits du journal l’OLJ, dans le but de montrer comment les différentes langues et cultures se nouent de façon harmonieuse dans la presse libanaise et comment chaque langue possède ses particularités langagières liées aux représentations culturelles de la communauté linguistique qui en fait usage. Concrètement l’analyse porte sur les articles de la journaliste Azouri ainsi que les commentaires qui accompagnent les dessins de la dessinatrice Phares. Quant aux dessins, nous avons procédé par une étude sémiotique pour les analyser dans un rapport texte/image. Ainsi, nous avons convoqué les théories de Laurence Bardin, Martine Joly et Roland Barthes, qui prennent en considération l’aspect symbolique et polysémique de l’image visuelle ainsi que les dimensions idéologiques et culturelles du récepteur. Notre travail de recherche, qui se situe donc à la croisée de différentes disciplines, se propose de mettre l’accent sur les dimensions socioculturelles dans le décryptage d’un message donné. / This research concerns, in its first part, the linguistic situation in Lebanon and the ability to analyze the position of the French language in relation to the other existing languages, in particular English. Beyond the context, we will also present the corpus followed by the rhetorical framework and the methodology. For this purpose, we relied on linguistic processes like linguistic borrowing, code-switching, calque and interference as well as central socio-linguistic concepts, in order to show how the author claims his original language through written language, including among others, the linguistic/cultural imagination and social representations. The second part emphasizes the phenomena of language contact and its use in Lebanese society, which has generated hybrid languages like “franbanais”. Furthermore, this work could prove the anchoring of the French culture and language in Lebanon. The third part of this thesis is devoted to the socio-semiotic study of articles and pictures, extracted from the OLJ journal, in order to show how different languages and cultures connect harmoniously in Lebanese media and how every language possesses its linguistic particularities related to the cultural representations of the linguistic community speaking that language. This review is concretely about the articles written by the journalist Azouri as well as the commentaries accompanied by pictures drawn by Phares. Regarding the pictures, we proceeded by a semiotic study in order to analyze the rapport between the text and the picture. Then, we convened the theories of Laurence Basin, Martine Holy and Roland Barthes, who take into consideration the symbolic and the polysemic aspect of the picture as well as the ideologic and cultural dimension of the receiver. Our research, which crosses different disciplines, proposes to emphasize the socio-cultural dimensions in the decryption of a presented message.

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...

This study is a survey of war names adopted by guerrillas during the Zimbabwean conflict (1966-1979). The study collects, describes and analyses war names that were used by ZANLA guerrillas in the conflict. It explores onomastic patterns and processes that influenced these war names. Names collected from textual sources and from interviews of former guerrillas are analysed and classified into nine categories. One of the main findings is that the background of the namer influenced the naming patterns and processes identified in the study. Another finding is that most guerrillas named themselves and it was also observed that some guerrillas have retained their names. The findings, analysed within the theoretical framework developed earlier from the onomastic and identity theories, indicate that the war name plays a vital role not only in concealing the old identity of the guerrilla but also in creating new identities, which were used as weapons for challenging the enemy and contesting space. Onomastic erasure and resuscitation are proposed as partial explanation for the creation of some war names. The study contributes to onomastic research not only in that it has produced a large corpus of war names that can be used for further research in that it is a significant point of reference in onomastic research in Zimbabwe and in southern Africa, especially in the area of nicknames and war names. It also lays the foundation for further research on the role of naming patterns and processes in peace building and conflict resolution in Zimbabwe, on the southern African subcontinent and elsewhere. / Thesis (D. Litt et Phil.)

The aim of this study was to critically analyse the visual and verbal language used on printed adverts by some selected banks in Zimbabwe. A semiotic theory was used to analyse the printed adverts. The study revealed that all the banks use stereotyped language in communicating their messages to potential customers. Some audiences identified with this stereotyped languages, though others were also critical of stereotyped adverts. This paradox is dependent on the uneven levels of social consciousness of the audiences. The study argues that communication between banks and the potential customers is a product of negotiation of meaning at the point of reception of the printed adverts. The study then recommended the use of gender, race and class neutral language in order to enhance the effectiveness of advertisements. Future research into the study of the language of advertisement should focus on the problem of copyright infringement in advertising. / African Languages / M.A. (African languages)