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Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising
 Veličková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
Bachelor thesis Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising describes what forms of media presentation company Coca-Cola Hellenic Bottling Company Česká republika, s. r. o. chose for its brand Fanta during the period between years 2010-2015. Further it is focused on Fanta soft drink television advertisement in particular. In the beginning of the thesis the history of the company and the Fanta soft drink are described. Following part is dedicated to marketing area and the way how the beverage products should be communicated to customers to be effective. The chapter Media is focused on media communication and media mix specifics that should be always taken into account by soft drink beverage companies during the consideration process about media and the way of communication for the target group. The next part is about the way how to analyze media putting the emphasis on the media content analysis. The thesis also explains vital terms related to semiotics (such are code or sign). In the second part of the text there are explained results of brand survey that is created by the third part for the company on regular basis giving them a comparison with competitors. The last part is dedicated to semiotic analysis of television advertisement and profound description of...
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