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Semiotic analysis of chosen fashion advertisements with a focus on green marketing
Konířová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the fashion industry, green marketing and semiotics. The theoretical part of the work is focused on fashion and sustainability. The work first introduces the issues of the fashion industry, later on also discusses fashion markets and current trends in this industry. The work also presents examples of fashion brands in the fashion markets and the problems that the textile industry is facing. The second chapter deals with green marketing, its beginnings, the current market situation, both global and Czech, and last but not least, it introduces the issue of greenwashing. The thesis discusses the topic of sustainable consumption, which is a concept closely related to fashion and the specifics of green marketing in the fashion industry. The third chapter deals with semiotics, important theorists and their theories and defines concepts of semiotics. It also talks through the stages of semiotic analysis. The next chapter presents the methodology of the practical part of the bachelor thesis. The practical part of the work is covered in the fifth chapter, in which semiotic analysis is performed on selected marketing communication. For each analysed advert, text identification and first and second level labeling analysis were performed. Based on the analysis, it was possible...
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