Optical illusions are inseparably part of our lives. We are influenced by illusions on daily base, in commercials, various tests or fun web pages. But we must ask a questions about background of illusions, about their history. What was the original meaning of illusions? When we are confronted with illusion, what's happend? Do we understood illusions? How should be our attitude to illusions? These are only few questions, that this work try to answer. Due to history we try to understand illusions, their evolution and find some kind of classification. We used semiotic analysis to an illusions in commercial use. Actually semiotic analysis combined with optical illusions is a challenge. How we can interpret multi- significant or ambiguous objects? Semiotic analysis help us understand and recognized illusions in common world. Powered by TCPDF (www.tcpdf.org)

1 Abstract This master's thesis deals with a genre expectation from an advertising photography in magazines from 1970 up to the present. The intent of a theoretical part of the master's thesis is to characterize the advertising photography and compare it with other photographic genres such as journalistic, documentary or artistic photography, because each of those genres is characterized by different modes and so, each carries considerably diverse expectations. And thus, an attention is paid especially to a photography composition within the scope of those individual genres. However, in connection with the comparison of the advertising and journalistic photography, I also focus on regulations, which limit these genres. Further, the aim of this thesis is to map the limits of the genre of the advertising photography and depict, with the use of the particular examples, what stereotypes, prejudices and standards are used in the creation of the advertising photographs and how it ends up, when they are broken. Nevertheless, in the theoretical part I also deal with it, what does it mean a term illustrative photography and where this term is used. The practical part of the master's thesis makes it the goal to clarify, thanks to a research method of a qualitative analysis, what female readers of the lifestyle...