Práce vychází z historie vývoje oboru komerčních komunikací. Popisuje východiska pro moderní trendy v oslovení zákazníků, jako je situace na trhu zboží a služeb, spotřební trendy a změny na mediálním trhu. Věnuje se otázce přesycení klasickou reklamou a alternativním způsobům oslovení zákazníků. Konkrétně jsou charakterizovány následující formy oslovení: virální reklama, interaktivní webové stránky a video na webu, sociální sítě a blogy v komerční komunikaci, reklama v počítačových hrách a virtuálních světech, mobilní reklama, interaktivní venkovní média, digitální televize, engagement marketing, product placement, guerilla marketing a ambientní média a digitální média v místě prodeje. Pozornost je věnována i trendu k větší sociální odpovědnosti firem. V závěru je formulován stručný odhad vývoje v reklamním průmyslu v následujících letech.

Key words: diminution, apostrophe, pragmatics, speech situation, linguistic corpora Abstract: This master's thesis deals with pragmatic use of diminutives in French. The theoretical part defines the category of diminutives and possibilities of their classification, in particular with regards to their pragmatic use. Following Dressler-Merlini Barbaresi's model, this thesis accentuates emotional component of diminutives besides the traditional interpretation of dimensional meaning employed in child-centered speech situations, pet-centered speech situations and lover-centered speech situations. The master's thesis focuses on affected apostrophes. Between those hypocorisms in French, besides other forms, one can also find diminutive forms. The language materials for the empirical analysis are subcorpora of film subtitles and fiction in parallel linguistic corpora InterCorp aligned French-Czech. This alignment with Czech language on one hand serves to more efficient search of diminutives in pragmatic speech situations in French, on the other hand it serves to contrastive analysis. We used also monolinguistic corpora FRANTEXT and SYN2015 to demonstrate the frequency of diminutives forms in apostrophe in Czech and French. In the empirical part we analyze which diminutives are employed in those speech situations...

This diploma thesis deals with a suitable proposal for a combination of promotional tools on social network sites Facebook and Instagram. In particular, the Reach, Views, and Followers variables will be tracked. In the theoretical part, the basic knowledge of the online marketing environment, knowledge of history and the advantages and disadvantages of classical and online marketing will be defined. In the upcoming analytical part from the described area, will be described potential opportunities for the development of social networking sites, which the author of this work uses to promote cultural events in Brno. The author of this work describes the competitive sites and profiles in the field of promotion of cultural events in Brno. In order to fulfill the stated goals of this work, a combination of paid or unpaid tools and their alternatives on the social networking sites Instagram and Facebook will be formulated.

The aim of this thesis is to compare linguistic means of expressing politeness in Czech and in Danish. The term politeness covers both norms defining socially acceptable behaviour and strategies that speakers use to achieve their goals and avoid conflicts. After defining the term politeness, I briefly introduce the most influential theoretical approaches to politeness since the 1960s. The second chapter brings an overview of linguistic means of expressing politeness in Czech and in Danish. The last, most comprehensive part of the thesis is concerned with selected areas typically connected to politeness, i.e. greetings and forms of address, expressing thanks and reacting to them, orders, bans, and requests. In Czech, a polite request usually contains the particle prosím (please). This word has no equivalent in spoken Danish; however, Danish speakers can make use of other expressions, such as particles godt, nok, lige and vel, or the expression vil du være sød/venlig (would you be so kind). They can also use some of the conventional means of expressing a request indirectly. Many of those strategies are common to both languages, especially formulating the requests as a question, perhaps in a negative form. Polite requests in Czech are characterized by the use of conditional, Danish requests typically...

In this Diploma Thesis, I am trying to personally grasp the pericope of the Gospel of John describing the meeting of Jesus with a woman of Samar′ia. Within the stated methodological procedures, the intention was to point out to the infinite source of inspiration in Scriptura sacra, in other contexts as well. An individual approach towards the specific text is also important. In the introduction, the historical environment of this story's origin from the fourth chapter of the Gospel of John is mentioned, within the perspective of social, national and cultural phenomena. The authentic development of the meeting itself is gradually monitored. Jesus' answer is loving and at the same time, uncovers personal depths. There are a lot of dialogue levels that gradually go to the transformation of the addressed woman of Samar′ia. Working with this biblical text is primarily focused on the topics that are practically considered when investigating the connections of a specific person in the specific life situation and God as Jesus Christ. Keywords Jesus Christ, woman of Samar′ia, meeting at the well, answer, inner transformation, profession

Résumé The thesis deals with addressing in Czech TV programmes such as talk-shows. There are 54 programmes broadcasted in 2012 and 2013 that were analysed. Firstly, the term "addressing" is defined as well as its functions. Secondly, the thesis is focused on various kinds of addressing (direct and indirect addressing in particular), the relationship to vertical social distance and the frequency of honorifics. According to the analysis of selected TV programmes (the programmes are characterized, the results of the analyses are summarized in tables in the Summarizing protocols), it is described how the incidence of individual types of addressing is related to the type of the programme (talk-shows compared to political debates or conventional interviews etc.). The selected way of addressing largely defines the nature of communication used in the programme. In certain programmes the way of addressing is strictly formal (OVM), in other programmes the way of addressing is being "negotiated". The television is an influential media and its communication conventions are transferred to interpersonal communication - especially the growth of informal addressing can be observed regardless of the fact if it is a genuinely informal situation or a communication strategy that is aimed at having a pleasant conversation. Key...

The aim of this diploma theses is to find philosophical, religious and ideological motifs in the work of Ladislav Fuks and subsequently interpret their origin, intertextuality and meaning in the text. The emphasis is put on proving the semantic functionality in the story. For our research, we have selected following works: Mr. Theodore Mundstock, The Cremator, and Addressing from the Darkness. We will study philosophical and theological literature, as well as materials from the archives and from the estate of Ladislav Fuks in order to base all the findings on the biographical author, too. The thesis is divided into five chapters. In the first chapter we deal with basic literary characteristics of the selected books and their literary reception. The second chapter discusses Ladislav Fuks' relationship to philosophy, being anchored in both his friends' testimonies and the archival research of his estate. The third chapter is the most important and the most comprehensive one since it deals with the interpretation of philosophical motifs in each of the selected books. In the fourth chapter we compare individual philosophical motifs from different works with each other. We summarize the findings at the end of the theses.

The goal of this work is to analyze the channels and means used for addressing and acquiring existing and future customers of internet commerce hrajhned.cz and information they spreading. With help of primary research, by using the asking technique, determine whether used channels, resources and information are adequate and improve overall communication mix for streamlining sales. This paper aims to clearly define which channels and resources can support the fulfillment of the main long-term objective of this shop - ie extension, trade between the vast majority of customers and gaining at the worst third place in market in the sale of digital distribution of games, and the secondary target for this year - ie the increase in total sales by 40%.