Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000236" target="_blank" >RIV/47813059:19520/21:A0000236 - isvavai.cz</a>

Result on the web

<a href="https://dspace5.zcu.cz/bitstream/11025/45153/1/DEMSME_2021_Proceedings%281%29.pdf" target="_blank" >https://dspace5.zcu.cz/bitstream/11025/45153/1/DEMSME_2021_Proceedings%281%29.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Use of stereotypes as a communication tool to support the brand – case study of the Polish and the Czech brand of beer

Original language description

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.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

3rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021

ISBN

9788075104564

ISSN

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e-ISSN

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Number of pages

8

Pages from-to

87-94

Publisher name

Karviná: Silesian University in Opava, SBA in Karviná

Place of publication

Karviná

Event location

Karviná

Event date

Jan 1, 2021

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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