The goal of this paper is to explore a visuality of sweetness. It is social construct with a sentimental meaning and it is used by marketing communication. We suppose that our phenomena is not build up on connotation such as a taste of sensation how it could be asssumed. It is build by a sentimental meaning. For a verification we establish conditions which have to be proved by a representation to be labeled as the visuality of sweetness. The selected phenomena is close to Barthes's theory of myth as a secondary semiotic system. That is the reason why we need to address this dilemma. The background of an origin of the sweetness visualitation could help us understand Hackley's critical view on prism of social constructivism. Both theories could not be complete in a measure of marketing communication and a whole concept of sweetness visualisation is completed in Kress's multimodality theory. The part of the paper is empirical semiotic material which helps us to demonstrate a scale of a use of sweetness visualisation from a binary oppossition to a complete use of visual sweetness in marketing communication.

The aim of this paper is to inspect the work of Louise Erdrich with the optics of semiotics, literary theory and cultural anthropology and to find topics related to the cultural conflict of Native American and Christian tradition. The theoretical part is devoted to the theories of the ontological definition of the fictional world, its relation to culture and its construction within a literary piece. In the practical part, we will deal with the cultural features associated with nature, religion, space and social ordering, as they are illustrated in the novels. The paper is not an anthropological material dealing with Native American culture as such. Here we perform a literary analysis and examine the anthropomorphic dimension of the unique fictional world.

In this diploma thesis I deal with the issue of a musical sign. My goal is to introduce theory of musical sign, which would primarily address the question of its object. It seems that the object of the musical representation is the most problematic part of this thesis. I have based my arguments on theories of Eduard Hanslick, Susanne Langer and Felicia Kruse. Also, the emotions are heavily connected to this question. I attempt to find out if emotions may be the actual object of musical sign and what should its character be. I do so through a critical assesement of the above mentioned theories. The hypotethical outcome of this thesis such theory of musical sign which would address the dilema of musical emotions but also a paradox of composer - listener part in musical representation.

Diploma thesis deals with phenomenon of social network coopering with visual content (Instagram and Facebook), particularly as a conception of platforms as a place for individual self-presentation and also as place in which massive deformation of reality comes about. Didactic part is aimed to project thematic whole of art exercise into an art education in which cultivation of student's visual literacy should take place in area of working with identity in virtual reality. Explorative probe pursuing forms of self-representation and using symbols of self-representation of students will focus on mystification by image. Thesis will be based on author dialogue with a piece art of René Magritte "Ceci n'est pas une pipe.". KEYWORDS Self-presentation; new media; social network; photography; identity; manipulation; sign; deformation of reality; art education

This thesis focuses on the practical application of semiotics in marketing and its application to selected innovative marketing campaigns in the Czech Republic. The main reason for choosing this topic is to analyze the possibility of using semiotics in the constantly developing area of marketing that the Czech Republic has not yet built its solid foundation. Semiotics is an interdisciplinary field whose applicability in practice is widely available, but still not enough used. The thesis presents an insight into both these fields, the possibility of interconnection and utilization, taking into account the situation of modern man, as a participant in a consumer society influenced by ubiquitous advertising message, which is surrounded by. Keywords Semiotics, Marketing, Applied semiotics, Semiotics in marketing, Sign, Innovative marketing techniques.

Selected fashion houses that exclusively offer luxurious goods use specific form of promotion of their products. Each house usually holds onto traditions of its country and features essential for its own brand while creating new collections. From the point of view of neo-rhetoric it would be appropriate to analyze visual advertisements of the houses (Chanel, Dolce & Gabbana, Burberry) if they create certain models via them. The main advertising campaigns for the spring/summer 2011 season were chosen for this comparison. Under the terms of observation and semiotic analysis of the fashion advertisement focused on rhetoric figures it can be proved that individual fashion houses aim their attention to how their potential customers' thinking is influenced by their advertising. The model of Roland Barthes is used for the analysis of chosen visual advertisements. Out of all rhetorical tropes the attention is paid to main four - visual metaphor, metonymy, synecdoche and irony. Fashion advertising meets unwritten norm that sets a target to convince the customer of suitability of the products for him.

Meaning and Understanding in the Context of Thought of Jacques Derrida and Hans-Georg Gadamer The focus of the present study is mainly on the discussion of the process of understanding and emergence of meaning. Using the example of Gadamer's hermeneutics it becomes clear what are the limits of positive attempt to express conditions of understanding within the context of the philosophy of finitude. In spite of its undeniable benefits, hermeneutic understanding shows itself to be vulnerable towards ideology and it could be seen as suspected of hidden normativity thanks to its emphasis on agreement and coherency. Derrida's deconstruction on the other hand shows the dynamics of emergence of meaning in language, it emphasizes plurality and ambiguity in contrast towards totalizing unicity and agreement; however, due to this approach, it is unable to offer anything close to what we call the truth. In a parallel line of interpretation, philosophical- antropological approach of Ernst Cassirer standing in comparison with Heidegger's existential analytics of Dasein shows that already at the fundamental level in the process of establishment of terms and concepts and earlier our understanding is already determined to a certain extent. Discussion between Gadamer and Derrida shows a necessity of certain arbitrary...

This thesis outlines the three phases of cognitivism, which emerged in the first half of the 20th century as a reaction to the anti-mentalist tradition of philosophical thinking (represented by Charles S. Peirce and Charles Morris), and which was made possible in particular by the so- called linguistic turn in science (especially within analytic philosophy), which replaced mental units, regarded as non-scientific, with linguistic units, conceived as reflecting mental states and, moreover, allowing for adequate investigation. The thesis is largely guided by Thomas C. Daddesio's On Minds and Symbols, which is considered to be one of the first explicit attempts to formulate a cognitive-semiotic perspective, and wherein the author traces the previous development of the cognitive paradigm. Thus, first the factors that made the emergence of cognitivism possible are described, followed by an account of its development, which can be divided into two phases, as per Daddesio's model. This paper, however, goes beyond Daddesio's book and establishes a third phase, where cognitivism emerges as a separate field of inquiry within semiotics, i.e., cognitive semiotics. Within this development, the work traces in particular the transformation of the conception of the relationship between language and mind, which is...

The thesis is interested in the problem of musical sign. In which ways can we speak about musical sign and which elements of musical material can become signs? These are the basic questions which we are interested in. This thesis is divided into three parts. The first part attends to the common theory of sign. The historical survey with the main ideas of philosophers and thinkers will be helpful to find out basic terms and problems of semiotics. In the second part of thesis we look at the historical reflection of musical sign in order to find out in which way it was treated with music and musical sign in each historical period of European music. In the third part we focus on musical semiotics, but we will consider some problems of musical aesthetics and musical psychology, too. In the end we make recapitulation of answers to the aforesaid questions.

RESUME My dissertation follows the subject of coding procedure. It focuses on the graphical coding, which naturally reveals within the child's artwork development. The dissertation aims at the transformation of 2D to 3D, vice versa. The four to five years old children are observed how they decode the three dimensional (3D) structure consisted of cubes into a two dimensional (2D) squared network. Observed children are offered various activities to prove whether they are able to accept the code, using the code to decode their own structure and finally build the structure using this code. My dissertation does not only represent an overview of commonly used symbols and methods and their records, but in particular brings interesting results and analyses of tests and comparations between individual children and kindergartens.