Cultural history as Part of Stereotypes of Selected Beer Brands in the Czech Republic, Germany and Poland

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F23%3AA0000384" target="_blank" >RIV/47813059:19520/23:A0000384 - isvavai.cz</a>
Result on the web
<a href="https://kcr.vspj.cz/uvod/konference/aktualni-problemy-cestovniho-ruchu-2023" target="_blank" >https://kcr.vspj.cz/uvod/konference/aktualni-problemy-cestovniho-ruchu-2023</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Cultural history as Part of Stereotypes of Selected Beer Brands in the Czech Republic, Germany and Poland
Original language description
The article deals with the communication of advertisements of three international beer brands, Czech, Polish, and German. The article aims to describe the ways of advertising communication of the selected brands and to outline the creation of cultural stereotypes. In the introduction of the article, the topic of communication is set in a broader framework of time and content, and the brands are historically introduced and placed in a broader context. This is followed by a review of the literature selection on the topic, a description of the theoretical grasp of the research investigation, an explanation of terminological concepts and a list of the methods used. The verbal investigation examines how advertising messages and stereotyping are approached in Germany, the Czech Republic and Poland, and, both verbal and non-verbal, i.e., which aspects in the creation of cultural stereotypes are common and which are different.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Aktuální problémy cestovního ruchu „Historie jako součást produktů cestovního ruchu“
ISBN
9788088064688
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
32-41
Publisher name
VŠP Jihlava
Place of publication
Jihlava
Event location
Jihlava
Event date
Jan 1, 2023
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
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