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.

Thesis aims on analyzing public appearances of former Czech prime minister Petr Nečas with special focus on pragmatics and reasoning. Whole analysis is performed with regard to political context. The goal of the thesis is creating complete characteristics, which can be used as a basis in future researches in pragmatics, political marketing or political PR. Using qualitative approach the thesis analyzes recordings from political debates, parliament meetings and press conferences from the era, when Petr Nečas was prime minister. Powered by TCPDF (www.tcpdf.org)

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.

The thesis investigates one aspect of intracultural communication among the Czech Deaf community. Namely, it surveys those themes which are considered to be taboo among Czech Deaf signers and in which ways they are discussed. This topic is explored from the pragmalinguistic perspective. The meanings of terms such as "taboo" and "euphemism" are explained on the basis of theories of politeness. Thereafter, the topics that are regarded to be taboo in the Czech (hearing) culture are presented, as the source of euphemisms in some foreign sign languages. On the basis of such knowledge, the methodology for a pilot investigation into the tabulation of how communication within the Czech Deaf community was created. Based on semi-structured interviews with five Deaf informants it is examined whether the topics of death, serious diseases, human anatomy and physiology, sexual behavior, social inequality in regards to economic status, as well as socially unacceptable behavior such as drunkenness, lying, stealing and cheating are felt to be taboo during communication among the Czech Deaf community. It was proved that the community tabooed many of these topics in a similar way as the hearing Czech. If the Deaf users of Czech Sign Language need or want to talk about them, they often use such lexemes that could be,...

This diploma thesis deals with the spread of manipulative, propagandistic and fake news in the Internet online environment. The spread of disinformation also occurred during the Czech presidential election, which took place in January 2018. This disinformation was spread mainly by the so-called alternative media, which are often associated with the spread of Russian propaganda. The aim of this thesis is to analyze the disinformation and its dissemination, the means used and forms of disinformation in the specified time period from November 2017 to March 2018 on selected news portals through qualitative textual analysis. In the theoretical part of this thesis, we present a comprehensive and detailed theoretical overview of disinformation and propaganda, its goals, aspects of dissemination, the resulting effect and possible ways how to defend against them. Similarly, we mention the individual steps of pragmalinguistics, which is theoretical basis for our research. In the empirical part of the work, we analyze the media content of five selected news sites, which we structurally divide according to individual media. At the end of our thesis we found out that there was a demonstrable spread of misleading,

In the center of interest of this dissertation called The Pragmalinguistic analysis of Czech and French commentary lies in the qualitative methodological approach to a specific media communication form - a printed commentary. The dissertation has several objectives: firstly, it describes the methodological tools used in the francophone analysis of discourse which are consequently used to construct the author's own system as a basis for the analysis. The author has chosen the tools which create language subjectivity and manifestation of the author in the text which are in francophone areas traditionally called as a complex of "énonciation": discourse/history (É. Benveniste), "théorie des blocs sémantiques", polyphony and intertextuality, metaphors, modalisators, deictics, connectors. In the second part of the dissertation, the author uses the theoretical basis built in the first part and applies it to create her own analysis, comparison and final evaluation of two journalistic texts - one from Le Monde and the other one from Hospodářské noviny. The detailed analysis of the texts brings very interesting findings about the different character and construction of the Czech and French commentaries and at the same time, about the different coverage of Czech and French presidency of the Council of the European...

This diploma thesis deals with the way to teach politeness in elementary schools. Based on the theoretical literature, in the first theoretical part on the background of the Czech language there are defined basic terms such as pragmalinguistics, politeness principle, politeness strategies, face etc. Considering the didactic character of this work, both verbal and nonverbal aspects of politeness are described in the relation to the teacher-student communication. The practical part of the thesis focuses on the analysis of how the aspects of politeness are taught in Czech language lessons and included in three contemporary textbook series. Other source studied is the analysis of the relevant survey among teachers. On the basis of the survey results there are made up some activities with presumably good influence on practicing examined aspects of politeness.

The focus of dissertation belongs to the field of learning Czech as a foreign language and deals with the acquisition of pragmatic competence of non-native speakers. Whereas this is a broad area, the work concentrates on speech act request. The aim is to describe how two students of Czech acquired the speech act during a one-year intensive course. The theoretical background is given in Chapter I. The term Interlanguage Pragmatics is introduced to Czech readers. The Chapter further maps what the pragmatic research of non- native speakers generally deals with and what questions it asks. Attention is paid to possible methods for collecting data for research of pragmatic competence, what kinds of errors non- native speakers usually make, what environment is suitable for the acquisition of pragmatic competence or how individual differences among students affects pragmatic competence. In the second chapter attention is paid to speech act request. We present an overview of major longitudinal studies. On the bass of this longitudinal research it was found that students of English go through five stages of development when acquiring request. The stages are presented here in detail. In the research part of the dissertation the investigation of how two non-native speakers (a student from Taiwan and a student...