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@inproceedings{54942, author = {Bobáková, HanneandLore and Karpeta, Janusz}, address = {Karviná}, booktitle = {3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021}, editor = {3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021}, keywords = {advertising discourse linguistic view of the world stereotype}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Karviná}, isbn = {978-80-7510-456-4}, pages = {87-94}, publisher = {Karviná: Silesian University in Opava, SBA in Karviná}, title = {Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer}, url = {https://dspace5.zcu.cz/bitstream/11025/45153/1/DEMSME_2021_Proceedings%281%29.pdf}, year = {2021} }
TY - JOUR ID - 54942 AU - Bobáková, Hanne-Lore - Karpeta, Janusz PY - 2021 TI - Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer PB - Karviná: Silesian University in Opava, SBA in Karviná CY - Karviná SN - 9788075104564 KW - advertising discourse linguistic view of the world stereotype UR - https://dspace5.zcu.cz/bitstream/11025/45153/1/DEMSME_2021_Proceedings%281%29.pdf N2 - 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. ER -
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. \textit{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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