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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

Aktuální problémy cestovního ruchu „Historie jako součást produktů cestovního ruchu“

ISBN

9788088064688

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

32-41

Název nakladatele

VŠP Jihlava

Místo vydání

Jihlava

Místo konání akce

Jihlava

Datum konání akce

1. 1. 2023

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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