Mgr. Martin Charvát Deleuze's asignifying semiotics Disertační práce Abstract: In the thesis I am trying to prove that Gilles Deleuze's philosophy must be considered in respect of his analysis of sign. Deleuze's philosophy is thus inseparable from his semiotics which I would like to show on the figure of philosophy as symptomatology. If we understand sign as a symptom we are also standing on the semiotic level. Signs are expressions of ways of life, of our understanding of the world around us. The problem of Deleuze's semiotics (which is connected with the problem of expression) leads us to the problem of genesis. In this respect the genesis is united with the concept of pure difference. Key words: Deleuze, Gilles - signs - semiotics - genesis - difference

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 semiotic like subject of science in theoretic part, explain concept of sign and semiosis. Next I will describe concepts "denotace", "konotace", verbal and nonverbal signs. Next I will focus on commercial. I will describe commercial discours and semiotic in commercial. I'll introduce television as medium of commercial and come to 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 and how to eliminate influence of commerical to children. 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 hypothese, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children's product aim at adults (nappies, children's nutrition) use rather method of providing of informations. So it use different elements of signs. I will simultaneously expect reciprocal harmony between visual, verbal and audio...

This diploma thesis Comparative analysis of communication of the brands Louis Vuitton and Estée Lauder across selected periodicals in 2013 deals with the forms of communication the selected luxury brands on the platform of magazines use for addressing their existing and also potential customers. The theoretical part defines luxury and luxury brands Louis Vuitton and Estée Lauder and media, namely printed magazines Elle and Marianne, which together constitute the necessary basis for the subsequent research. Methodological part looks at the key persuasive, semiotic and pragmatic approaches, which, using verbal and non-verbal communication elements, participate in the construction of the examined texts, and submits related basic concepts, which are then used in the analytical part. Here, first, is realized a detailed description and analysis of the selected types of communication followed by the comparison and final evaluation of the findings obtained. Comparison in that is made not only within the individual magazines, respectively types of utterances placed in them, but also in connection with the specifics of the selected luxury brands. This diploma thesis aims to describe the selected utterances, analyze the contents they communicate, compare them and finally reveal the key communication methods...

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...

Diploma thesis deals with semiotics of advertising media campaigns of sport clubs AC Sparta Praha and HC Sparta Praha in the season 2013/2014. Both of the clubs celebrated an anniversary this season: AC Sparta Praha celebrated 120 years since its foundation, HC Sparta Praha celebrated 110 years. That was a reason why media campaigns were intensive and referred to the glorious history of the clubs. The Diploma thesis research is focused on meanings encoded into the campaigns and attempts to find out which verbal and non-verbal signs create the term "Sparta". The Author tries to find out if there is the same semiotic base for both clubs which operate with the same name and elementary signs. Diploma thesis defines contemporary "myth of Sparta" in Czech sport area. Theoretical part occupies with contemporary status of sport in the society, analytical part deals with the media campaigns of both clubs from semiotic perspective.

This thesis deals with the poster of the Nazi Third Reich and the ideology shaped by the images and text communication, which it presents. The work looks at the poster as an important medium of communication that served Nazi propaganda to spread National Socialist ideology. This thesis aims to analyse these myths and debunk them in the way how Roland Barthes defines them in his book Mythologies. The author of the diploma thesis applies the traditional method of qualitative research of the media content - mythological and semiotic analysis - to demystify the myths and semiotic characters used in the selected Nazi posters. The first part of the thesis contains terminology, the second part presents the analysis of the individual posters, which are divided into several groups. In the conclusion of the thesis, the author presents a list of common symbols and myths, which are the result of the analysis.

MA thesis Memory landscapes in centraleuropean literature - Galicia and Bukovina is dedicated to an analysis of the links between landscape, text, memory and cultural identity. Using cultural-semiotic and comparative approaches, it delimits and examines the mnemonic constructs that appear in German written, Polish and Ukrainian literature related to the regions. Two, mostly theoretical chapters are dedicated to the chosen approaches. The order of examined texts follows the development of mnemonic constructs, a process that takes place in all the literatures. The constructs were developed after Galicia and Bukovina ceased to be a part of one of the states. The thesis' structure is topical, each chapter includes an account of German written, Polish and Ukrainian literature. The first chapter focuses on the imaginary topography, geography and symbolic landscapes of Galicia and Bukovina. The second chapter examines the cultural identity that is anchored in the mnemonic constructs. The third chapter concentrates on various myths, constructs and literary phenomena that contributed to the image of Galicia and Bukovina as memory landscapes.

This diploma thesis is concerned with characteristics of evangelization in Czech media in the year 2015. On the basis of the turning points in Christian life in the 20th century, their key documents while being aware of the privatized spirituality in post-modern Europe, decline of institutional religion and a complete change in lifestyle this diploma thesis analyses the "communication strategy" of the church that should appeal to readers unaware of the Gospel message. The practical part of thesis has two sections. The content analysis quantifies the manifestations of the mission aim in chosen print and on-line media, such as selected journalistic genres, main and side themes, using headline rhetoric, visual element and also by references to Christian communities or by publishing contact details of spiritual authorities. The qualitative semiotic analysis of a smaller number of texts then constitutes paradigmatic models of print and on-line media based on most frequent codes and the focus on self- evangelization among the Christians themselves and to encourage them to spread the Gospel in many ways. Interviews with people, who work for church as communication specialists are attached to the diploma thesis. These specialists are often in contact with the outside world. Actual information about...

The Diploma thesis The Semiotic Analysis of campaign spots of parliamentary election in 2013 uses the semiotic analysis to analyse campaign spots broadcasted by the Czech Television before the elections in 2013. With regards of the purpose of this paperwork we chose the spots of victorious political parties, the ones who have exceeded the minimal level of 5% of total votes to gain the mandate, thus ČSSD, ANO, KSČM, Top 09, ODS, Úsvit and KDU- ČSL. We emphasise signs and means of expression used in chosen campaign spots. The aim of this paperwork is to answer the question what message campaign spots address to voters. Moreover, the diploma thesis tries to answer the question, if all victorious campaign spots contain the same signs and means of expression which could help them to influence the result of elections. The hypothesis of this diploma thesis suppose that all campaign spots will contain the same signs and that they will ask people to vote. Furthermore, we expect that none of the campaign spots will directly criticize other political parties or their policy. The theoretical part of the paperwork presents the basic concepts of political communication, political advertisement and its regulation in the Czech Republic. The paperwork introduces the electoral system of the Czech Republic and current...

This master's thesis examines Czech TV news called "Crime News", that is broadcasted by TV Prima. Method of mythological semiotic analysis was chosen for this paper and it refers to work of Roland Barthes. Crime News (their three-month period) were examined not only from the perspective of lexical and visual point of view but as a complex communicate. This helped to uncover mythological structures, persuasiveness and other phenomena. In the beginning of this thesis theoretical concepts are explained. Second chapter is dedicated to methodology. Analysis itself is the third part of this master's thesis. Show's jingle and anchormen were examined first and the other phenomena second, thereby mythological structures, archetypes and narratives were exposed. Conclusion provides summary and interpretation of described phenomena.