Humour and Advertisement: The Language of Paid Partnerships on YouTube – Bc. Eva Šlesingrová
Bc. Eva Šlesingrová
Master's thesis
Humour and Advertisement: The Language of Paid Partnerships on YouTube
Humour and Advertisement: The Language of Paid Partnerships on YouTube
Abstract:
Placené spolupráce na YouTube jsou poměrně novou formou influencer marketingu. Jedná se o typ reklamy, kde Youtubeři osobně představují produkt přímo ve videu, které je sponzorováno. Tato práce se zaměřuje na použití humoru v rámci reklamní části videa. Pro analýzu bylo vybráno pět reakčních kanálů, u kterých se analyzoval humor z různých aspektů, od teorií, módů po neverbální humor. Analýza byla formo …moreAbstract:
Paid partnerships are quite a new form of influencer marketing. It is a kind of adver-tising where YouTubers personally introduce the product directly in the video that is being sponsored. This thesis focuses on the usage of humour in the advertisement. Five reaction channels were selected for the analysis in which humour was analyzed from various aspects, from theories, modes to nonverbal humour. …moreKeywords
reaction channels paid partnerships YouTube humour in advertisements analysis of humour humour processes humour types humorous techniques nonverbal humour multimodal analysis influencer marketing reakční kanály placené spolupráce humor v reklamě analýza humoru procesy humoru typy humoru techniky humoru nonverbální humor multimodální analýza
Language used: English
Date on which the thesis was submitted / produced: 16. 5. 2023
Identifier:
https://is.muni.cz/th/lekya/
Thesis defence
- Date of defence: 12. 6. 2023
- Supervisor: Mgr. Jana Pelclová, Ph.D.
- Reader: prof. Mgr. Jan Chovanec, Ph.D.
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Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakultaMasaryk University
Faculty of ArtsMaster programme / field:
English Language and Literature / English Language and Literature
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