BOBÁKOVÁ, Hanne-Lore a Janusz KARPETA. Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer. In 3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021. 3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021. Karviná: Karviná: Silesian University in Opava, SBA in Karviná. s. 87-94. ISBN 978-80-7510-456-4. 2021.
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Základní údaje
Originální název Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer
Autoři BOBÁKOVÁ, Hanne-Lore (203 Česká republika, garant, domácí) a Janusz KARPETA (203 Česká republika, domácí).
Vydání Karviná, 3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021, od s. 87-94, 8 s. 2021.
Nakladatel Karviná: Silesian University in Opava, SBA in Karviná
Další údaje
Originální jazyk angličtina
Typ výsledku Stať ve sborníku
Obor 50802 Media and socio-cultural communication
Stát vydavatele Česká republika
Utajení není předmětem státního či obchodního tajemství
Forma vydání elektronická verze "online"
WWW URL
Kód RIV RIV/47813059:19520/21:A0000236
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
ISBN 978-80-7510-456-4
Klíčová slova česky advertising discourse; linguistic view of the world stereotype
Klíčová slova anglicky advertising discourse linguistic view of the world stereotype
Příznaky Mezinárodní význam, Recenzováno
Změnil Změnila: Miroslava Snopková, učo 43819. Změněno: 11. 4. 2022 14:11.
Anotace
The article deals with the research of advertising slogans as a special form of discourse, on selected beer brands of Czech and Polish origin. The aim of the research is to find out the presence of stereotypes, to describe them in Czech and Polish advertising focused on the promotion of Czech and Polish beer brands and to identify their similarities and differences. In the introduction of the article, the topic of research is included in the broader framework of the issue of discourse, in which the overlap of the concept of discourse within some scientific disciplines is pointed out. This is followed by an overview of selected literature on the issue of advertising discourse and a terminological understanding of the terms stereotype and stereotyping. The research of advertising slogans included in beer brand spots in Poland and the Czech Republic was narrowed down to the period from 2015 to 2018. It was an analysis and synthesis of the latest possible material. The material, especially audiovisual, was collected from the official websites of the individual brewing companies or their official promotional channels published directly on the website www.youtube.com. Research into advertising spots has clearly demonstrated the presence of cultural stereotypes and the differences in the creation of a linguistic image of the world about Czech and Polish culture. The performed analysis of advertising spots recorded their presence in both verbal and audiovisual messages.
VytisknoutZobrazeno: 29. 3. 2024 16:19