The diploma thesis entitled 'Pragmalinguistic Analysis of Commercial Communication of the Brand Activia by Danone' aims to provide a comprehensive treatise of the above mentioned brand from the point of view of pragmatic and linguistic theories, based on a selected sample of advertising from 2010 - 2014. The introductory theoretical part defines the functions of advertising and their idiosyncratic communication and place them within the wider context of marketing. Subsequently, the position of the product within the segment offered by Danone is described and comparison of the respective marketing strategies for each product is made. The methodological section of the thesis introduces pragmatic linguistics as the central tool used in the ensuing analysis. Here the terms related to the process of communication are emphasised, same as the relationships between the creator of a text, its recipient and the text itself. The last, analytical part deals with selected samples of commercial communication using the aforementioned methods. A sample of Activia Danone communication is then used to analyse the usage of individual linguistic and stylistic means, as well as advertising types with emphasis on their goals as a form of communication.

Diploma thesis "Language of the Internet News versus Journalistic Language in the print media: Pragmalinguistic Analysis", deals with the phenomenon of convergence of the Internet news language and language of the journalistic texts in print media. Our research verifies hypothesis that "language of the Internet news has much in common with the language of the journalistic texts in print media." About thirty-eight journalistic texts and internet news from MF DNES and Lidové noviny newspapers and www.idnes.cz and www.lidovky.cz websites were analyzed. Also selected concepts of pragmalinguistic and linguistic text analysis were chosen to identify these in common phenomena and to draw conclusions on the convergence of the internet news language and language of the journalistic news in print media. Diploma thesis examines only those linguistic phenomena that appear both in the Internet news and print journalistic texts.

This diploma thesis compares linguistic and sexist expressions used in adverts and on websites of companies Free Rádio, ÚAMK, Pila Pasák and Rodinný pivovar Bernard. The first part of the thesis provides broad theoretical background focusing on media, media communication, new media, marketing communication, sexism and linguistic aspects of marketing communication. Great deal of attention is paid to pragmatic aspects of advertising language, the communication functions and speech acts in adverts. The work also deals with sexual information in adverts, e.g. types of sexual information used in advertising, its effectiveness, typical sexist expressions but also with legal and ethical frames in advertising. The second part of the thesis are the analyses themselves. The adverts are analysed through a questionnaire that covers pragmatic, semiotic and semantic aspects so that the intersemiotic character of advertising is covered; other issues included are types of sexual information and sexist expressions. The websites are analysed through a questionnaire that challenges the structure of the website, its aim, design, used vehicles of expression, pragmatic aspects of the used language and the presence of sexism. The aim of this thesis is to answer five questions covering such issues as used vehicles of...

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,...