Persuasive function and its realization in the preelection spots of political parties,that in electioms in 2010 were given to the Chamber of Deputies

Five political parties fought their way into the Parliament of the Czech Republic in the election in 2010 (they were CSSD, ODS, TOP 09, Communist Party and VV). Each had their election ad which was broadcast by television and inseparably belonged to their political campaign. An analysis of these media products is the research objective of this thesis. The aim is a semiotic analysis of individual subjects. The thesis strives for an objective description of the transfer of evidence and the construction of meaning in communication spots. The research focuses on complex communique of the clips, structure of the narratives and application of the persuasive functions. The analysis covers various semiotic systems differentiated into three areas - visual, auditory and language. Their mutual harmony, dominance and substitution are important factors in assessing the quality of a complex communique. The issue is also examined in terms of narrative of the spots, whereas the thesis contains description of both the story and the discourse level. This includes specific events and existents, types of statements and specifications for the position of the narrator. The description of the persuasive phenomena and their character is based directly on the above criteria. The paper concludes with a summary of the..