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Opšti cilj ovog istraživanja je stvaranje jednog novog, objedinjenog modela semiotike/aksiologije razlučivanja-tumačenja-rasuđivanja praćenog njegovom usresdsređenijom primenom na vizuelne predmete, pojave i medije – koji se uobičajeno smatraju vrednostima ili nosiocima vrednosti – i na prakse koje ili proizvode vrednosti ili kodiraju/šifriraju vrednosti. Dakle, ovo istraživanje, ovo posmatranje se neće baviti svim i svakim pojedinačnim vizuelnim predmetom, te jezičkim izrazom korišćenim u različitim oblastima ljudskog zanimanja za vrednosti, već će pre predložiti opštu strategiju, načelni metod razmišljanju o uslovima i razlozima za stvaranje različitih vrednosti, kao i upotrebe mnogih izraza i reči, istorijskih i novosazdanih, to jest predložiti metod organizacije i klasifikacije pri razlikovanju, tumačenju, razmišljanju, doživljavanju i procenjivanju čulnih pojava, a posebno vizuelnih pojava – vizuelnog. Proizvedena teorija će pored kratkog pregleda istorije semiotičkih razmatranja predstaviti novo tumačenje i tehničke izraze semiotike/aksiologije, teorije rasuđivanja znakova/simbola, objasniti ih i odrediti, a zatim predložiti i prikazati njihovu primenu u tumačenju i procenjivanju četiri strane (estetske, funkcionalne, moralno-etične, saznajne) čulnih pojava, sa posebnim usredsređenjem na vizuelnu oblast ljudske čulnosti i na vizuelnost pojava, kao i na postupke, sredstva i medije pri konstruisanju veštačkih pojava, kao i na znakovno/simbolno kodiranje i dekodiranje u praksama vizuelnih umetnosti, dizajna, te komunikacijskog dizajna predstavljenim istorijskim primerima. Poseban cilj istraživanja je da pokaže i prikaže dinamiku semiotičkog razlučivanjatumačenja- rasuđivanja fenomena koji nužno pretpostavlja, nerazdvojiv je i graničen antropocentrično generisanim dualitetima, primarnim polaritetima, kao što su: subjekt / objekt, stvarno / nestvarno, istinito / lažno, primereno / neprimereno, prijatno / neprijatno, funkcionalno / disfunkcionalno, itd., to jest strukturalno postavljanim vrednosnim polarnostima otelotvorenim u tehnofaktima tokom pet istorijskih faza: zapadne renesanse, pre-industrijskog, industrijskog, informacijskog i post-informacijskog razdoblja, te da prikaže kako istorijski, kulturološko generisani i semantički definisani polariteti hronološki teže “izjednačavanju”, (r)evolucijama, prevratima i hijerarhijskim obrtima, te istovremeno reprodukciji, održavanju sintaksičkog kontinuiteta i strukturalnog integriteta dualnosti, to jest očuvanju strukturalno primarne polarnosti matematičkog tipa + / – , a analiziranjem istorijskih pojava, događaja, primera i prekretnica koje su doprinele semantičkim promenama polarnosti, a u smisaonom okviru kreativnosti, inovativnosti, istorijskog povećavanja proizvodne, reproduktivne, multiplikativne efikasnosti, te raspodele vrednosti.

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.

The present thesis focuses on semiotic aspects of note-taking in consecutive interpreting, in particular with respect to the process of semiosis and factors influencing the interpreters' conception of their notes. Chapter 1 mentions the basic features of note-taking in order to trace its semiotic characteristics in the following parts of the thesis. In Chapter 2, the notes as a specific semiotic system are briefly discussed within the framework of the second Peircean trichotomy of signs (cases of iconicity, indexicality and symbolicity are demonstrated) and in terms of their function, productivity and spatial settings. After these general considerations, Chapter 3 introduces the main theoretical approaches to the technique of note-taking (principally those of the Geneva and Heidelberg schools) including the issues of the languages involved in interpreting or the nature of signs. As the accent is on the process of semiosis (apprehension of signs by interpreters, generating signs according to the meaning of the speech and searching for the motivation for the interpreters' concrete choices of signs and their form), the chapter lists some basic signs and methods well- tested by practitioners. The signs are also analysed in terms of their origin and possibilities of expansion (composition, derivation...

Semiotic Engineering is one of semiotic approaches to human-computer interaction problematics. Its theory is based on a simple notion of interface beeing a designers deputy through which the designer comunicates with users of this interface. Telling them, how to work with a program, he or she designed for them. Apart from teoretical foundation, semiotic engineering dispose also with research methods that can be used to evaluate a way an interface communicates with its users. This way it can compare with other non-semitic theories in this branch of research and thanks to its orientation to communication, it is even able to bring new points o wiev. Its theory and methods are used in this thesis as a basis for creation of a set of rules for user interface designers, that shoul serve them as guidelines for their thinking about interface. It turns out that semiotic theory is capable of bringing concerete results for praxis in the area of interaction design and it is not bound only to the academic enviroment.