Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages

La réhabilitation de la littérature en classe de langue lui a conféré un appareillage didactique qui prend désormais en compte sa dimension communicationnelle. Le discours littéraire est ainsi envisagé dans une approche pragmatique et est aussi intégré dans la perspective actionnelle dont l’objectif est la formation d’un acteur social à travers la pédagogie du projet comme c’est le cas pour la presse écrite. La littérature, en tant que document authentique, rejoint également l’article de presse dans l’apprentissage d’une langue-culture et dans la pratique d’un dialogue interculturel. Ces objectifs s’appuient, entre autres, sur la compréhension écrite de ces deux supports par les apprenants. Il serait ainsi judicieux de s’intéresser aux méthodes qui aident à l’accès aux sens. Confronter le texte littéraire et l’article de presse quand ils relatent un même sujet peut-il faciliter cet accès ? Pouvons-nous également affirmer que le texte littéraire a un rôle formateur et que l’apport de l’article de presse est indispensable ? Ces questions se trouvent au centre de notre recherche. Une étude de terrain menée au Liban auprès de lycéens de la classe de seconde est proposée comme méthodologie de travail. / The rehabilitation of the literature in the language classroom has given it a didactic apparatus which takes into account the communicative dimension. Thus, the literary discourse is considered a pragmatic approach which is also integrated in the action-oriented whose main purpose is the formation of a social actor through the pedagogy project as in the case with print media. As an authentic document, the literature joined the press article as well, in studying a language - culture and to practice in an intercultural dialog. Those aims are based, among others, on the writing understanding of both aids by learners. It would be wise to pay attention to the ways which help the accessing to the senses. Putting them together, the literary text and the press article, when they have the same subject, could it facilitate such an access? Are we able to say as well, that the literary text has a formative role and the contribution of the press article is essential? These questions symbolize our research center. A study on the field in Lebanon for the students in the second class is proposed as a methodology work.

The present PhD thesis examines the reception of Humanism and the Renaissance in Czech print culture between 1476 and 1547. Critically, it opposes the predominant interpretation line that - from National Revival to post-war marxist literary criticism - tried to preserve at all costs a magnificent picture of the 16th century as a "golden age". The study is based on Petr Voit's recent works on Czech book printing of the first half of the 16th century and follows the reception of Humanism and the Renaissance from a complex point of view (printers' profiles, typography, illustrations and ornaments, readers' reception). The analysis shows that during the period under review, the Czech society, which predominantly professed a reformed confession (utraquism, lutheranism, the Unity of Brethren...), lived in a self-centered religious messianism, and therefore rejected any cultural novelties, especially those coming from Italy as the hometown of the hated papacy. Book printing largely reflected the conservatism and moral rigorism of this mainly utraquist society that ignored the entertainment literature, considered unnecessary or even undesirable. In this rigid religious scheme, the Renaissance literary genres (Petrarchan poetry, novella, epic poem, etc.) and the humanist text-critical approach to ancient...

(in English): This thesis is conceived as a metareview of research on differences in perception, understanding and retention of text on various display media. It summarizes the results of the most interesting and most relevant research on this topic conducted since the 80s to the present. Even though it is difficult to summarize the results of individual studies, mainly because of differences in research methodology and differently chosen tested samples, we can say that the main finding of this metareview is that display technologies that are available these days have no negative effect on eye fatigue, reading speed, perception, understanding or retention of text. Theoretical part of this thesis is followed by practical part that consists of three short experiments performed on a small sample of participants. First of those experiments studies differences in reading comprehension and retention among high school students, second experiment focuses on differences in reading speed on different media and subjective evaluation of eye fatigue, and the third experiment is an online form about subjective preferences of study materials among learners.

This thesis deals with the influence of digitization and electronic media on print media. It shows the progress of development of the digital, its constant growth and transformation of getting public information, especially by particular theories of Marshall McLuhan, Jay David Bolter, Richard Grusin, Alessandro Ludovico and another authors dealing with the issues of media and digitization. The thesis shows a brief media development and the largest part is devoted to the digitization and remediation of the media. The central part is assessing the impact of digitization and the advent of electronic media on print media. It is shown how the print media deal with digitization. In the practical part of my work, it should find out how the print titles of the Czech market are, how are they affected by increasing digitization of media and how they try to deal with this aspect of trying to cope. All of these issues are shown in three cases, the daily newspapers Mladá Fronta DNES, Lidové noviny and Hospodářské noviny, which are the ones of the most important media in Czech republic, which have their printed version, with which they began. With digitization, however, they were forced to start also with their electronic versions. Key words: digitalization, electronic media, mass media, print media, electronic...

The subject of this diploma thesis is the library of the state castle Litomyšl that was created as a product of the state institutions in the second half of the 20th century. The thesis deals with the topic in two fundamental segments - theoretical and practical. The theoretical part provides comprehensive processing of the library history and analysis of the particular unit especially from the topical, chronological and geographical point of view. The paper also focuses on the language, provenance as well as physical condition of the books and especially the graphics of the prints. From a thematic point of view, particular emphasis is placed on the most interesting, though not very numerous, group of religious prints and manuscripts. The practical part of the thesis, which consists in the cataloguing of the fund, brings the greatest factual contribution, especially to Národní památkový ústav that will therefore obtain a complex overview on one of its collections, but also to specialized public, for whom the composition of the catalogue means the possibility of the research use.

(in English) This Master's work attempts to present the broadside ballad's phenomenon in the context of the Czech lands, should summarize the historical evolution of this peculiar literary style and the themes' compilation depending on historical period. Through the metody of comparison it tries to analyze the representative groups of broadside ballads inspired by the religious and folk environment and assess the hypothesis about the influence of topics' character on the structure and composition of a particular song.

The diploma thesis deals with the image of a social worker in the Czech media. More specifically, it deals with how social workers are described in the press, television and the radio. The work has two goals. The first goal searches for the widest possible image of a social worker in the media. The second goal seeks to study how social workers participate in the media image and how they think about the media in relation to their work. The work consists of a theoretical and a practical part which are connected. The theoretical part forms the main basis for the second, research part of the work. It begins by defining the media, their functions, types, effects. It also touches on public opinion and the term 'social reality' which is an important part of describing the media image and its understanding. A necessary chapter of the theoretical part is also a description of the media product in the application of content analysis. Finally, the social worker and his media skills are described. The practical part is accompanied by two research methods. With the help of content analysis, the work tried to find out the widest possible picture of social workers, which consists of the press, television and the radio. The survey was conducted using keywords in a media search engine and a total of 684 articles...

Migrating to Mars is the next exploration of human space missions and adapting to the extreme environment for a long period of time needs to be studied in-prior. Studies on cells in space may promote advancements in our understanding of the human body. The aim of this study is to optimize the protocol for the preparation of EndoCβH1 cells alone in the space chamber and co-culturing EndoCβH1 cells and BCs for microgravity experiments. We analyzed the cell survival and biocompatibility of β- cells with different parameters and the best concentration was used for the co-culture test. A 1:1 ratio of β-cells and BCs were cultured in the space chamber for viability and survival test. Co-culture experiment showed a significant increase in β-cell viability in the space chamber relative to in vitro tests. The effects of mitochondrial health of the cell inside the chamber was evaluated using the mitochondrial membrane test using the fluorescent probe 5,5,6,6’- tetrachloro-1,1’,3,3’ tetraethylbenzimi-dazoylcarbocyanine iodide (JC-1). We determined that the β-cell fitness inside the chamber was two times higher than the 24-well plate. To assess the viability of β-cells in a bioprinted gelatin scaffold we used the Live-dead fluorescence microscopy assay. Scaffolds were stained with Calcein AM (CAM) and propidium iodide (PI) and checked for survival. The result of scaffold staining showed that β- cells in gelatin and BCs in the media had more living cells compared to β-cells without BCs. Thus, space flight (SF) exposure to this culture system can be a platform for further studies in the treatment of diabetes.

Media are considered to be the public's primary source of information regarding mental illness. Evidence suggests that media representations of people with psychiatric disorders are frequently negative and contribute to their stigmatization. On the other hand, media can play an important role in reducing this stigmatisation by providing adequate information about this topic and engaging in antistigma campaigns. Up to now there was no standardised measurement of the stigma of mental illness in print media using clearly operationalized definitions. The objectives of this project were twofold; to develop a standardised and objective instrument to measure stigma of mental illness in print media; and to conduct an analysis of the current coverage on mental health/illness issues in Czech, Croatian, and Slovak print media. The development of the Picture of Mental Illness in Newspapers (PICMIN) instrument was based on the principles of content analysis, a research technique for making replicable and valid inferences from text to the kontext in their use. The instrument consists of eleven descriptive and five analytical categories. The most interesting findings based on the analysis of media representations of mental illness were; a similarly high level of stigmatizing articles across countries, clearly...