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The bachelor's thesis is focused on the explanation of the concept of art therapy, on the topic of personal identity and its development. The thesis also focuses on the function of fantasy and its application in dreams and imagination. In the theoretical part there is a chapter about symbols and archetypes including their explanation and possibilities for using in relation to the theme of the fairy tale Alice in Wonderland. There is also a comparison of the book version and filmed version of the story. The thesis contains a detailed analysis of the pictures including interview with three participants of the research on the topic of Alice in Wonderland, also the analysis of the pictures, that were artistically worked by members of three different age groups. The aim to find out what personal themes are opened up to clients, what is the usage of the active imagination and what symbols are used in the artistic works, that all based on the fairy tale Alice in Wonderland.

The thesis uncovers latent relations binding Maurice Merleau-Ponty´s theory of perception and Gaston Bachelard´s theory of reverie. Through finding the common basis of both modes of experiencing the world - through outlining the interaction of the flesh and imagination whose purpose was to clarify Bachelard´s confused, nontransparent concept of r?verie - the thesis focuses on the works by Norwegian artist Edvard Munch. The brief interpretation aims to look at Munch´s work through the prism of Bachelard´s especially elemental oneiric pictures and follow their "crystallization" both in literary and fine arts line. Fundamental root system nourishing "the corpus of the explanation" becomes a dialectic of heights and precipices (it is treated in Bachelard´s books Air and dreams and Earth and Reveries of Will) whose tension, which is like an invisible stream, imprints the rhythm to whole Munch´s magnum opus. Thus, both the motive of vertigo and the mirror glint of the fear of fall, the motive of lust for disembodiment, release from the confinement of "metabolism", liberation from "incarnation of the subject" takes a relevant position in this vertical range. The final chapter then literally "completes the circle" by the insight of phenomenology of roundness. The phenomenon of a line becomes a relevant medium that sketches links of both halves of the thesis and through which a defence of vision as in essence performative act is constructed. The character of line acquires the value of a key unlocking possibility to apply the Bachelardian method to the art of visual type, uncovers implicit possibility of epiphany of oneiric pictures in fine arts - it shows, that painting is not spiritless flat dispassionate mimesis, but it contents affective invisible dimension.

Thebachelor thesis On Myth and Ethernal Return in Artaims to introduce and connectconcepts such as myth, archetype, primordial image, image and return. The thesis isfocused on pilgrimage and labyrinth as a journeyof a man throught a life, in which he looksforsymbols and links in picturesthat are becomingguides on theway. Thetheoretical part of my thesis isdevidedintothreeparts - Myth, Return and Picture. Allthreeparts are connected by pilgrimage, thatjourney, a threadwhichonefinds on thewaybut thethemeofthe image iscentral in allthreeparts, becauseonlythanks to it, theinvisiblebecomesvisible. In thedidactic part I presentanartisticactivity, whichisfocused on the return in art, to thebeginningsof art and cultureitself - to cavepaintings. In the art project I try to takethewholetopicof my bachelor thesis artistically by creating a smallbook, whichisprinted on pausepaper, so theaccentisfocused on theconnectionbetweenthepages "past, present and future". The last part istheappendix, whichcontainsartworks on thethemeofthe "Labyrinth", whichwerecreated by my friendsbased on my task. Eachapproachedthelabyrinthfrom a differentangle and thuscreatedtheirownspecialviewofthetheme. KEYWORDS myth, ritual,image, archetype, return

The bachelor's thesis aims to use a therapeutical potential of fairy tales (fairy tale stories) by using the silent book for children in elementary school (especially children with communication disorders). The work has theoretical and practical content. The theoretical part maps the role of fairy tales in relation to children and childhood in general. It also mentions the gradual development of children's drawing with a greater focus on younger school age. I also mention an art crisis during children art development, due to the start of school attendance in the first grade of elementary school. The work describes a specific school environment. The practical part contains description of whole process of working with children, my goals I set up at the beginning and it´s realization. Also there is a clarification of the methods I used, as well as practical experience and case studies of two children. The text is supplemented by a pictorial appendix.

In my diploma thesis I deal with gender and archetypal analysis of the novella Penelopiad by Canadian author Margaret Atwood. Firstly, I will introduce the chosen methodology and outline the theoretical anchoring. In the theoretical part, I am going to focus on women's writing and reading, as well as resistant reading and feminist critique of archetypes. In the analytical part I deal with application of these theories on individual characters of the Penelopiad. I follow individual female characters and I pay attention to male characters only marginally and especially in relation to women. I focus on the relationships and ties that Atwood works with and on the men's influence on women and women among themselves. I watch the stratification of power and how it is affected, for example, by the beauty myth or the struggle for dominant masculinity. Keywords: The Penelopiad, archetypes, archetypal analysis, power, resistant reader, trickster, victimization

In this thesis, I focus on the gender analysis of a book called Women Who Run with the Wolves by Clarissa Pincola Estes. In my opinion, this book can be used both as study material and in one's personal life since it's a interpretative essayist which is in between a scientific text and fiction. In my thesis, I expand theories of Annis Pratt, Pam Morris, and Judith Fetterley. Since Estes puts a lot of focus onto the importance of archetypes I interpret them in the theoretical part and afterward, I put my full focus onto them in the analytical part of the thesis. Estes is strongly influenced by the analytical psychology of Carl Gustav Jung, because of this I focus on the subject, about which Jung's classical texts are about and which concepts can be taken subversive. At the same time, I am trying to point out in what sense was the Estés approach similar or vice versa is different from the other authors dealing with the archetypal issue. While working on the other topics mentioned above I am working on identifying other concepts, mainly feminist based theories, which influenced the discourse of the text. The main goal of this thesis is not a literary analysis of every single story, but a critical evaluation of how the author interprets the stories and what is the meaning of each archetype. While...

The aim of this diploma thesis is a comparative analysis of the image of a forsaken child in the stories written by a popular English writer Neil Gaiman. The survey of a forsaken child in the Gothic, Romantic and Victorian literature (Walpole, Radcliffe, Blake, Dickens, the Brontë sisters) precedes the interpretation. In addition, this diploma thesis considers the separation of the young hero from his family and friends in traditional fairy tales. In this respect, the thesis discusses the role of transitional rituals and their links to the theme of the test in adventurous literature (Gennep, Bachtin). The first, theoretical chapters point out the fact that the transition to a new existence (adulthood) is often accompanied by horror elements or the nearness of death in the adventurous stories. The novel Coraline is a basis for the literary analysis. The psychological characteristic of the main heroine and her family is linked to the function of home and the role of "the other mother" as a source of the Gothic atmosphere and danger. The following chapters analyse other Gaiman's works ("M is for Magic", The Graveyard Book, Odd and the Frost Giants, Fortunately, the Milk, The Ocean at the End of the Zone) in order to study the relations between the reality and dreams, violence and interpersonal relationships, and to describe the heroes' search for the individual identity.

This master thesis constitutes the feminist archetypal analyses of a novel Příspěvek k dějinám radosti written by Radka Denemarková. It approaches the problematics with an intesectional point of view focused on rape-revenge. The methodological and theoretical part introduces the work of the novelist Radka Denemarková and her style of writting that is characterized as feminine writting, which is also defined in the thesis and specified by examples. Besides analysis of archetypes which are part of feminist theoretical texts, the analytical part analyses particular characters of the novel that are divided in three groups: the characters that take revenge on rape, those characters who rape or are part of groups that rapes others, the third group links previous two and the characters are part of police investigations of a murder. The thesis analyses archetypes of femininity that prevail in the novel and masculinity that are in minority.

Ewolucja sposobów rozumienia i kreowania marki oraz odkrywania jej istotnych funkcji sprawiła, że współcześni specjaliści do spraw marketingu i PR sięgają po nowoczesne metody kreowania wizerunku firmy, w tym marketing narracyjny. Celem cyfrowych przekazów marketingowych (digital storytelling) jest często sprawienie, aby widownia była bardziej skupiona na opowieści na temat marki niż na samym produkcie, choć skutki sprzedażowe mają dotyczyć także produktu. Celem artykułu jest przedstawienie koncepcji i założeń marketingu narracyjnego jako strategii wizerunkowej marek ekskluzywnych, jak również charakterystyka ich użycia w konkretnych materiałach promocyjnych wybranych marek. Na podstawie przedstawionej analizy materiału empirycznego zawierającego przekazy promocyjne marek, takich jak: Chanel, Dior, Gucci, dowiedziono, że storytelling ma istotny udział w tworzeniu relacji marka-odbiorca. Podstawą jest odnoszenie się do wspólnych dążeń, pragnień i personifikacji marki w celu łatwiejszego utożsamiania się z nią. Ustalono również, że marketing narracyjny wpływa też pozytywnie na popularność materiałów promocyjnych. The evolution of the ways of understanding and creating the brand as well as discovering its important functions have made modern marketing and PR specialists reach for modern methods of creating the company's image, including narrative marketing. The goal of the marketing messages (digital storytelling) is often directed on making the audience more focused on stories about the brand than on the product itself, although the sales effects also apply to the product. The aim of this article is to present the concept and assumptions of narrative marketing as the image strategy of exclusive brands, as well as the characteristics of their use in specific promotional materials of selected brands. The results of the content analysis including promotional messages of the brands: Chanel, Dior and Gucci, showed that storytelling has a significant share in creating the brand-recipient relationship. The basis is to refer to common aspirations, desires and personification of the brand in order to identify with it more easily. It was also found that narrative marketing positively influences the popularity of the promotional materials.

This bachelor thesis is based on the theory of archetypes transferred to the marketing environment from personality psychology. In marketing, this theory is applied on brand personalization. In the theoretical part of this thesis, archetypes by Mark and Pearson and further processes of brand building and brand personality are described. In order to understand philosophy of the dm company better, the concept of anthroposophy and its transfer to the company's biodynamic agriculture approach is introduced. In the thesis, a question of the Caregiver archetype as seen in the communication of dm is being solved. There are five elements of communication analysed within the dm brand: products, slogan, spots, company magazine and CSR activities. The level of similarity to the Caregiver archetype is evaluated in these elements. This archetype is the most frequent in children's products and the active beauty magazine, which targets family as its main topic.

Niniejsza praca opiera się na zbadaniu figur Robotnicy i Robotnika z okresu realizmu socjalistycznego. Analiza dotyczy androgyniczności, która cechuje przedstawienia postaci żeńskich, i która stanowiła emanację nowego męskiego kodu kulturowego, który nałożono na kobiety w celu ich emancypacji. Tym samym kod kobiecy uznany został za wrogi systemowi i zwalczany, a figury kobiece pozbawiono istotnego genderowego elementu – erotyki. Odseksualnione i zmaskulinizowane wizerunki robotnic przyczyniły się do nieświadomego przeniesienia elementów seksualnych na postacie mężczyzn. Feminizacja i erotyzacja figur robotników stanowiła swoisty wentyl dla seksualności w sztuce okresu realizmu socjalistycznego. Oba przedstawienia wiązały się z modelem płci androgynicznej, uważanej w socrealizmie za ideał „nowego człowieka”. Praca ma na celu wykazanie genezy owej androgyniczności w realizmie socjalistycznym poprzez analizę opartą na historii, założeniach oraz ukrytych namiętnościach socrealizmu. Aleksander Kmak

This Bachelor's thesis is examining how is the image of Nature-Woman used in environmental context. When I speak about the image of Nature-Woman, I mean both explicit depiction of nature as a woman and general depiction of nature with emphasis on its feminine features. The image of Nature- Woman is being examined in following contexts: feminism, Gaia theory, deep ecology and wicca. The phenomenon of femininity is then being examined in two layers of meaning: in sociocultural layer and in spiritual layer. Sociocultural aspects of femininity in this thesis are based on social constructivism. Spiritual layer of femininity is based on archetypal femininity as it was described by C. G. Jung in his theory of archetypes. Questions this thesis examines are as follows: How does environmentalism uses the mythical image of a woman? Is it possible to connect sociocultural and spiritual layers of how femininity is being perceived in order to expand environmental awareness? Methods, that are being used to find answers to these questions are: literature comparation, analysis and deduction. Key words: femininity, archetypes, nature, culture, Gaia

The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...

The subject of this diploma thesis is gender analysis of the main female characters in Bozena Nemcova's The Grandmother. The Grandmother, as a literary work that occupies an important place in Czech literary canon, was not examined from a gender perspective in Czech literature until this time. In this thesis I focused on the main female characters who play very important role and to whom is given wide space in the story. During analyzing the literary characters I worked with the selected feminist theories that I introduce in detail in theoretical and methodological part. This part is also dedicated to theoretical and methodological resources that I use in this thesis, particularly to women's reading and archetypal theories. This thesis is being examined from receptionist reader's view. I focus here primarily on presence of gender stereotypes, reproduction of values and norms of patriarchal system, and I also focus on presence of feminine archetypes that can be read from description of female characters. The object of this diploma thesis is evaluate the extent to which the book reproduce and further strengthen gender stereotypes, to what extent the main female characters internalize with gender structure of society or whether they act subversively and undermine the system. Keywords: The Grandmother,...

The aim of the diploma thesis is to describe the issue of transfer of information in commercial communication and advertising. Using the essential sociological theories it tries to describe the process of designing meaningful and successful commercial communication and points out all the complications which can appear. The increased emphasis is put on the importance of understanding the participant's (sender, receiver) behavior and motivations - in commercial communication represented by the knowledge of target group and the brand itself. Based on the theoretical approaches to the communication process - mainly Stuart's Hall reception theory, Cacioppo's Elaboration Likelihood model and Petty's Laswell formula - the thesis describes how to design the advertising campaign properly. It is always helpful to analyze the current situation you are in, analyze your customer's interests and when you finally decide which message you want to use in communication, the keystone of the successful transmission is to code it correctly. You also have to take into consideration the definition of target group, market analysis, media-mix etc., as condition of proper encoding/decoding, minimizing external interferences, therefore maximize effectiveness of message transferring - achieve preferable reading. Practical...

To be able to demonstrate Jung's symbolic archetypes of the collective unconscious, I have taken as an example the relation between Jackson Pollock and the analytical psychology of Carl Gustav Jung. At the beginning I have aimed to describe the wider context, the meaning of the unconscious, and key psychological aspects that are necessary to be understood for being able to interpret some of Pollock's early works. At my thesis, I am not talking only about psychotherapy, which he attend for the first time in 1938, but also about his deeper interest of Jungian concepts and archetypes were expressed in his paintings. Since 1941 is obvious that his work contains more elements of imagination. Base on Jung's principles, his work is also more focused on myths and cultures of early civilizations - Assyrian, Egyptian, Mayan and early Colombian art. This impact of unconscious symbolism was also caused by John Graham's theories, and by "Modern Man literatue" of Joseph Campbell or Harvey Fergusson. At the end of my thesis, I am looking for ways of implications of Pollock's experiences within psychoanalysis on visual style of his work. I am trying to find an answer; to what extent is possible to demonstrate the impact of psychoanalytic interpretations on his art. Powered by TCPDF (www.tcpdf.org)

This thesis is primarily focused on collecting insights regarding rock music fan that can be applied to marketing communication. Its main aim is to describe how the rock fans are different from the major population in terms of descriptive characteristics, values, opinions and lifestyle. The points of parity and the points of difference are investigated on the level of rock sub-genres. The message, symbolism and main ideas present in rock music are examined, including historical and social context leading to the formation and development of the genre. We also tried to assign a specific archetype to rock and its sub-genres. We assume that rock fans are in some ways different from the rest of the population and that we are able to observe the differences on the level of sub-genres. However, we also expect that there are some points of parity symptomatic for all the rock genres. We suppose that artists and music marketers approach marketing communication mostly from the point of their own intuition and that they frequently use symbolism, historical references and archetypes in their way of communication. The research is comprised of three parts. First part is the analysis of secondary data from MML-TGI database by Median Research Company for year 2013. Used methodology: General analysis and cross analysis. The objective of the analysis was to determine differences between genres and subgenres in terms of descriptive characteristics, value system and verdicts about lifestyle. The next part of the research was the content analysis of notable rock album front covers for the purpose of deeper exploration of rock symbols. The last part of the research is comprised of interviews with music industry professionals who shared their opinion regarding genre characteristics, fans and marketing communication in real life.

This thesis Gender in compulsory reading - Old Greek Myths and Legends: Gender analysis of the writing deals with literary representation of gender issues in mentioned writing, written by Eduard Petiška. The very analysis is based on analysing of gender topics and issues we are interested in and focused on. These topics are compared and showed using examples from particular myths and legend. The question whether these topics are influenced by patriarchal order in the society is the crucial for this thesis. Despite the variability of Petiška's writing, which is necessarily caused by variations of ancient and continuously construated stories; some patterns and systems are there to be found and explored by contemporary gender theories, mostly by feministic literature criticism. In this thesis the method of resisting reading according to Judith Fetterley is used. The deconstruction of the text and its hidden values which are based on male domination and the reconstruction of it in order to show the new perspective at the same moment are the main goals of resisting reading. The characters from the legends are used in context of archetypal criticism method. Considering the literature-critical perspective, the method of close reading is chosen. The question of relations and using of power, considering...

This thesis is focused on examining the phenomenon of feminity in symbolic meaning. The phenomenon of feminity is examined from psychological and socio-biological viewpoint. In this thesis, the phenomenon of feminity is divided into cultural and natural feminity. The cultural part of feminity is then closely examined using the theory of social contructivism, thus as something that is human made and determined by the culture we live in. The natural part of feminity is examined as archetypical feminity. The term archetype used in this thesis was defined by Carl Gustav Jung and his theory is nearly followed. Theoretical part of this thesis is focused on defining basic terms and theory. Analytic part of this thesis si dedicated to the examination of mutual influence between cultural and natural parts of feminity. The last chapter is focusing on finding a way to use obtained outputs in environmental context. Key words: femininity, archetypes, nature, culture

"Anima" i "Animus" to pojęcia stworzone przez słynnego psychologa i psychiatrę Carla Gustawa Junga, które odnoszą się zarówno do męskich energii obecnych w kobiecie, jak i do żeńskich energii obecnych w mężczyźnie. W artykule oba pojęcia zestawiono z aktywnością człowieka, polegającą na przebieraniu się za postaci z anime, mangi, komiksu, książek, filmów bądź sławnych ludzi (cosplay). Autorki analizują typy wymienionych zachowań ludzkich oraz ich wpływ na współczesną kulturę. Udostępnienie publikacji Wydawnictwa Uniwersytetu Łódzkiego finansowane w ramach projektu „Doskonałość naukowa kluczem do doskonałości kształcenia”. Projekt realizowany jest ze środków Europejskiego Funduszu Społecznego w ramach Programu Operacyjnego Wiedza Edukacja Rozwój; nr umowy: POWER.03.05.00-00-Z092/17-00.

This thesis deals with theory and practice of learning organizations applied to the IT project team. In theoretical part key definitions and terms related to the problems of the learning organization and the information society. At the same time gives a demonstrative interpretation of the self-learning organization by various authors and presents their specific models. As the fundamental, this thesis uses the theory of Peter Senge, with which it is being worked also in the practical part, where the IT project team is analysed of their behaviour, and compared to the results obtained with the theory of the five disciplines of Peter Senge. In conclusion there is a set of recommendations that could improve the functioning of the IT development team and achieve a greatest compliance with the learning organization concept.

The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.

The bachelor thesis "Communication of luxury jewellery brands with a focus on the brand ALO diamonds" analyses the marketing communication of the brand ALO diamonds and compares it with rival brands on the Czech market, in terms of visual merchandising and visuals used in campaigns. Firstly, the thesis defines diamonds, including the criteria of their grading, their mining and processing, characteristics of the market with a focus on De Beers company and its marketing history. Afterwards, the thesis discusses the specifics of luxury and luxury jewellery market, focusing on the brand ALO diamonds and its competition (Cartier, Chopard, Roberto Coin, Tiffany & Co. and Lia Halada) and their USPs. Then it describes the communication of the brand ALO diamonds and its marketing activities from 2008 to 2013. The paper describes visual merchandising based on mystery shopping - the description focuses on internal and external environment of each boutique of luxury jewellery brands with an emphasis on emotions that are evoked in customers during their visit in the point of sale, and also common features of luxury in the boutiques. On the basis of a comparative analysis, common features and differences used by the brand ALO diamonds in its marketing communication are compared with the above mentioned...

The following bachelor paper deals with the qualitative research of the sleeping rituals of preschool children. The research is primarily concerned with the differences in these rituals influenced by the nationality or ethnicity of the subjects. The theoretical part is focused on defining the basic terms, such as ritual, sleep or education. This part is also concerned with various developmental theories, education styles and sleeping rituals. In the research part, sleeping rituals of eight families of different nationalities or ethnicities and one nursery school are described. This research information was acquired by a research interview. The aim of the bachelor paper was to describe sleeping rituals of preschool children and discover potential differences between individual nationalities or ethnic groups.

The Bachelor's thesis has explanatory and interpretative character. The focus of it is to explain and interpret three peaces of work by Anglo-American writer Neil Gaiman: Coraline, Newerwhere and American Gods. First part is focused on general characteristic of fantasy genre, the second then on analysis of above mentioned peaces with specific concentration on archetypes and other world's topos.