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The Image of Czech Beer Culture in the Media during Years 2016 and 2017
Otta, Marek ; Podzimek, Jan (advisor) ; Jirák, Jan (referee)
This thesis examines the media content of selected printed beer advertisements in the Czech Republic during the years 2016 and 2017. The thesis analyzes these advertisements by using multimodal semiotic analysis, particularly in terms of the three most essential modes - mode of image, mode of writing and layout. The theoretical part of the thesis mostly focuses on the theory of social semiotics and the theory of modes and multimodality, which is based on social semiotics. These theories provide the basics for the practical part of the thesis, in which there is used the method of multimodal analysis. Selected ads are subjected to a detailed analysis of semiotic modes that are consequently compared and evaluated. The thesis also concentrates on the most common themes and stereotypes related to the image of Czech beer culture in the media, which are obtained from the multimodal analysis. At the same time, the work focuses on the socio-cultural context in which the commercials take place, or on the issue of representation of men and women in these advertisements. The aim of the thesis is to bring together an overall media image of the beer culture in the Czech Republic, based on the common themes and signs that define beer advertisements in this period.
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