The thesis entitled Comparative Semiotic Analysis of Czech and Korean version of Elle Magazine Advertisings deals with the comparison of advertisings in the Czech and South Korean versions of global lifestyle magazine ELLE in terms of semiotic analysis. The thesis is structured in classical terms with theoretical starting points representing three key areas needed for analysis. The first part deals with the concept of the media, media product and its content. It also provides information about the ELLE magazine and its internationalization with special emphasis on South Korean cultural specificities. Also it cannot be forgotten the chapter devoted to the theory of socail construction of reality based on the work of Peter Berger and Thomas Luckmann. The second part is key because it brings knowledge about the semiotics and the main representatives of the field. The thesis thus represents Charles Sanders Peirce, Ferdinand de Saussure and especially the mythology of Roland Barthes. The last theoretical part looked at the essence of marketing communication and advertising and the use of celebrities in advertising campaigns. The analysis part as based on the theoretical basis focuses on the semiotic analysis of advertisements targeting the Czech and South Korean markets, with almost 470 campaigns in the...

The aim of this dissertation is to characterize the development of the press in the district of Pelhřimov between the years 1948 and 1989 on the geographical, political, social and cultural background in Czechoslovakia as well as this concrete region. On the ground of available material the dissertation also adumbrates the management of a regional newspaper office and the work there. The attention is paid on the main district periodical. The first chapter of the dissertation offers a picture of the historical background of that time as well as the management of printed newspapers in Czechoslovakia. The regional affairs are set in a deeper context. The second chapter devotes a detailed description of political, economical, social, cultural and sports events in the district of Pelhřimov and their reflexion in the press. The main constituent of this chapter is an overview of the district periodicals raging from Týdeník Cesta vysočinou, Hlas Vysočiny, Vesnické noviny Pelhřimovska, Pelhřimovské noviny to Nástup and Hlas Vysočiny in 1990. In the last chapter there is an attempt to analyse the content of the newspapers in the district of Pelhřimov from the semiotic point of view. This chapter also points out basic principles of the work with themes and miscellaneous curiosities which appeared in the...

(in English): This diploma thesis focus of portrayal of man and woman in lifestyle magazines on the Internet and on the social network Instagram. The theoretical part describes history and a role of the image, respectively photography, in the Western world and its development. It also deals with the theme of stereotypes and changes of representation of man and woman in the second half of the 20th century and the beginning of the 21st century. The next part discusses types of visual analyzes concentrating on qualitative semiotic analysis. This analysis is used for the selected images in the practical part. The practical part analyzes 400 images from selected Czech and American women's and men's lifestyle magazines and their accounts on the social network Instagram. The analysis reveals differences between contributions to Instagram and magazine pages and in the each media itself. It also identifies how women and men are portrayed in the selected media and if the stereotypes described in the practical part have disappeared in the context of the ongoing transformation of the position and roles of men and women in society, especially if the emancipation of women has had any effect.

The work is focused on delimiting the basic problematic of definition of religion in terms of Charles Sanders Peirce's semiotics. Its objective is througt selected Peirce's texts to interpret Peirce's philosophy of religion, which consists of concept of religion closely connected with Peirce's metaphysics, phaneroscopy, semiotics and agapism. It focuses primarily on Peirce's theory of evolution, the idea of God, the pragmatic way of inference through which one can come to the idea of God, and the relationship between religion and science. I conclude through the interpretation of Ch. S. Peirce's texts that the precise definition of religion can not be pursued in his theory. Even so, the semiotic conception of religion brings a new perspective: the religion could be based on the same principles that govern the science. It can also be understood as a community of people continually striving for truth. This community of people searches in its investigation for answers to the questions about theological ideals. The precondition of faith of individual members of religious communities is an experience of God, who is a perfect and the most general sign and together growth and semiosis in the universe, which people interpret. A believer comes to the worship of God through Musement, a special purposeless...

This thesis deals with visual communication in the form of photography. Explaining the theories of Roland Barthes and Vilém Flusser we point out the tight relationship of this medium with reality that obscures its constructive character. The witness role of photography seems to be essential in the context of journalism, where we are offered a story by the pictures that is however mistaken for reality itself. The thesis tries to present practices of media discourse that make us perceive an event as newsworthy. It draws on the theory of news values and the methods of social semiotic analysis and applies these to the winning photos of the contest Czech Press Photo (2006-2015). We highlight the semiotic resources used in the meaning-making process in relation to each picture. The results show that the preferred constructed news values are negativity, aesthetic appeal, proximity and personalisation and that the winning photographs mostly strengthen their semblance of being strictly informative.

The main aim of this thesis is to find out how the Christmas holidays are represented in products of Czech visual culture. This representation could have changed in times, based on cultural influences and ideologies and in terms of particular product where Christmas was represented. We'd like to evaluate if the constant representations of Christmas which are anchored in our culture still exist. In theoretical part of the thesis we focus on historical development of displaying Christmas in Czech region. The analytical part of thesis analyses television broadcast of four Czech area-wide channels during Christmas time in 2017 and observes which cultural influences are contained in. Other part of thesis looks into visual culture and pictures. For we mainly focus on television in analytical part, another part of thesis includes information about this media and about particularity of mass media in general. For analysis of media information we've chosen a combination of two type of research: quantitative content analysis and semiotic analysis.

This diploma thesis titled "The Style and Language of Sport News and Journalism, Moderators, and Commentators in Czech Television (Focused on Petr Vichnar)" describes and analyses the speech of Petr Vichnar (of Czechoslovak Television fame) from the station's inception up to the present day. The thesis is divided into six main parts. The first part deals with general stylistic elements, the second focuses on the style and language in the contemporary speech of Petr Vichnar. Part three deals with the style and language of this author in the past whereas the fourth section shows the transformation of speech. The fifth and sixth parts deal with work in television and sports langure and a semiotic analysis respectively. Everyone changes in thein profession, and sports journalists are no exception either. Petr Vichnar began his career in sports journalism at the time when Wi-Fi networks, which allow rapid acquisition of information, were not in common usage. He began to moderate, though not yet using a teleprompter / auto-cue, and so he either had to keep everything in his head or use notes on paper. All this and more contributed to a change of expression of this most important sports commentator and the programs or matches on which he commentated. This thesis aims to discover the style of his speech, shows, and...

ABSTRAKT-aj The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotics and its classification like subject of science in theoretic part, explain concept of sign, semiosis and conception of sign by three representative of semiotics-Ferdinand de Saussure, Charles S. Peirce and Roland Barthes. Next I will focus on commercial. I will describe commercial discours, communication and marketing mix and classification of commercials. I'll introduce television as medium of commercial and come to the psychology of commercial where I will apply of methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age, how to eliminate influence of commerical to children and in the end regulation of commercial. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothesis, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children 's product aim at adults...

The master thesis focuses on the topic of the media construction "toy as a product" in the television commercials. The main reasons for choosing this topic is mapping of means of media construction of a toy in television commercials, defining semantic structures which the toy is situated in and identify concrete meanings that are usually linked to the toy in commercials. The field of investigation interest was defined in the theoretical part and was situated into a narrower connection in the context of this work. Both the role of a toy in society and its interpretation within culture, ideology and advertisement are defined. We work on the findings in the theoretical part where we identify dominant semantic frameworks which the toy is put into, based on the cultural-semiotic analysis of the contents of television commercials. We also try to discover whether the "toy as a product" in commercials is represented as a socially integrating means. Further we survey whether the television commercials represent "toy as a product" as a pro-family means and what communicative strategies the commercials mostly use for that. All these findings help us to reveal this problematic of media construction "toy as a product" and its socio-cultural dimension.

The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.