This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.

Applying semiotic analysis to advertisements and their context leads to the discovery of associations and symbols, potential increasing the trust the spectator has on the brand. In this thesis, I provide semiotic analysis of selected Louis Vuitton advertisements and their context, where I analyse the advertisement's visual images and narrative line, and infer associations and symbols. The analysis enhances average day factors, full of duties and stress, making them more appealing in the advertisement world.The primary focus for the analysis will be the Spirit of Travel2 advertisement. I will apply semiotic analysis to the elaborate, dream-like, and pleasantly-toned piece of art contained in this advertisement.The philosophical nature throughout the advertisement is connected to the promoted material goods, such as travel cases, and it binds a line of advertisements with an abstract motive defined through "The Journey" (the journey as a life itself). The content of the advertisement is not as it seems at first sight. The narrative level is quazi-philosophical, yet it is strategically presenting a question without an immediate, initial answer. The resulting cognitive dissonance then creates pressure on the spectator. The question is later answered in the advertisement, and a special trust between the...

The diploma thesis focuses on the analysis of the selected protectorate and socialist propaganda posters from the forties and early fifties of the 20th century. The analyzed period ends with year 1953. This particular piece of work strives to set the whole subject in a larger theoretical framework. Furthermore the characteristic features of the given ideologies, the theory of semiotics and a brief description of the given historical period is also encompassed. Within the theory of semiotics the main inspiration is drawn from the works of Ferdinand de Saussure, Charles Sanders Peirce and Charles Morris. The most crucial source for the semiotic analysis is the book Mythology from Roland Barthes, especially its second theoretical part of Myth today, from which the methodological approach was gathered. The semiotic analysis allows one to uncover and expose the hidden meanings of texts. Ten posters were chosen in total for the analysis, five from the protectorate era and five from the late forties and early fifties. This was carried out in order to juxtapose pairs of images which portray the same motif or theme. The aim of this thesis is to analyze the applied semiotic components of the individual posters and then to compare the respective motifs and elements within the two ideologies and the extent to...

The aim of the diploma thesis "Testing of Marketing Communication" is to create a new marketing communication for generic product and to test the consumer´s perception of this communication. In this thesis, salt has been chosen as the generic product because it presents a very common commodity and people need and use the salt every day.

The aim of this diploma thesis is to explore the way how the gender performativity is portrayed in Xavier Dolan's films. The theoretical part of the thesis first deals with the definition and theoretical grounding of gender performativity from the perspective of several authors, mainly Judith Butler. This part of the thesis will detailly introduce the concepts of gender performativity, which will be necessary for the analysis of the studied films. The theoretical part also presents the queer theory and the related chapter devoted to queer film, which would also include Dolan's work. Lastly, this part also includes a chapter devoted to the concept of mise-en-scène. The methodological part introduces the method of semiotic analysis and introduces the synopsis of the studied films. The analytical part of the work presents its own semiotic analysis of the examined films. The aim of the analytical part is to find out how Dolan works with gender performativity in his films and how it is visually portrayed.

The topic of the present diploma work is the representation of the civil conflict in Lebanese cinema. The work is divided into two parts. The first one provides an overview of the historical and discursive contexts of the last two civil wars in Lebanon (1958 and 1975-1991) and describes how these events are reflected in the work of Lebanese filmmakers. The second part of the diploma work focuses on the war period cinematography, generally less known due to the long public unavailability of a large part of the film production of that time. Four feature fictions made between 1975 and 1985 are selected for a more detailed analysis, more precisely by those filmmakers that are considered to be the pioneers of a new auteur cinema in Lebanon: Mārūn Baġdādī, Burhān ˁAlawīya and Jocelyne Ṣaˁb. The chosen method is the semiotic analysis focusing on characterisation features of the film characters and on conflicting oppositions present in the films. Key words: civil war, civil conflict, Lebanese cinema, fiction film, semiotic analysis, connotation.

The topic of this diploma thesis is semiotic analysis of terms "refugee" and "migrant" in the context of the current migration crisis. The thesis deals with analyzing these terms as semiotic signs. It deals with the way in which selected media treat these terms. Three Czech media were chosen for the research, with 15 selected articles containing research terms from each of them. The sample includes serious news (Aktualne.cz), tabloid news (Blesk.cz) as well as a blog (Blog iDnes.cz) as a journalistic platform, to which anyone can contribute. The research deals with the influence of the media on the formation of concepts and is framed by the theory of social construction of reality presented by T. Luckmann and P. L. Berger. The thesis deals with analysis on the syntactic, semantic and pragmatic levels. In the theoretical part, the theory of social construction of reality is outlined first. Then the thesis briefly introduces the circumstances of the migration crisis and the basic differences in the meaning of the analyzed signifiers and finally introduces the analytical concepts, which are Morris classification of semiotics, Saussure's distinction between syntagmatic and paradigmatic relationships, as well as interrelationships in which individual words can appear in the text. The practical part then...

This thesis is focused on the topic of media use in a system of a communist totality. It provides an analysis of presentation of selected characters directly or indirectly involved in activities of the anti-communist, so called third resistance, in the Czechoslovak press media of that era. By using the interpretation of results of semiotic analysis of selected news and publicistic articles the author of the thesis attempts to answer the research questions and confirm or disconfirm the hypothesis that communist press media used the above mentioned cases particularly for the promotion of the official ideology. Political and medial contexts as well as brief life-stories of the chosen third resistance representatives are outlined in the theoretical part of the thesis, while the analysis with the interpretation of its results are discussed in the practical part. The conclusion of the analysis confirms that the communist press media associated those representatives with predominantly negative connotations and that the meanings of all the selected articles were strongly affected by propagandistic elements.

Contemporary constantly expanding content of social media like Instagram brings the medium of photography to new contexts. Photography becomes an instrument of immediate communication and its historically defined functions are an object of change. The continuity of Instagram content creating, the personal perspective of its users, the constant presence of camera accompanying them are aspects analogous to the artwork of Nan Goldin. Goldin's photo essay ​The Ballad of Sexual Dependency (1986)​has a character of visual diary that captures the life of her community with almost obsessive continuity. It's also captured from deeply personal perspective depicting intimate moments and describing Goldin's personal relationships. Publishing of ​The Ballad​and formation of Instagram is divided by more than twenty-five years and both events and its meanings are profoundly different. This thesis nevertheless presumes that comparison of these, in many aspects alike phenomenons can help describe the change of the function of the media of photography, explore contemporary tendencies in photography aesthetics, the meaning of instagram's content to its users and provide general understanding of the role of shared photography in social and historical context. The methods of comparison are semiotic visual analysis,...

This diploma thesis deals with semiotics (the study of signs) in audiovisual commercials. In its theoretical part it is engaged in the field of semiotics. At this point it investigates mainly the problems of a sign, the key element of semiotics. Furthermore it follows the development of the knowledge acquired through semiotics to other areas of research which help to detect the meanings of communication. Those areas are the levels of signification, thus denotation, connotation and myth. This chapter especially draws on Roland Barthes and his publication Mythology, which inspired this diploma thesis. The theoretical part continues by explanation of the main problems of commercial. It gives out the definition of a commercial, explains commercial as a communication process, but also depicts the strategies used in a commercial. Furthermore it tells about conceptualization of a commercial by Jean Baudrillard. Since the thesis analyses audiovisual commercials, it also deals with the sound and picture of a commercial. In its practical part the thesis continues with the analysis of seven audiovisual cosmetic products' commercials itself. Semiotic analysis is done according to Barthes' model. The thesis describes each commercial's story, scene, and sounds, and then analyses those elements as well as the...