“Let’s Talk About Today’s Sponsor” - a Linguistic Analysis of YouTube’s Endorsement-Based Affiliate Advertisement – Bc. Anna Havránková
Bc. Anna Havránková
Master's thesis
“Let’s Talk About Today’s Sponsor” - a Linguistic Analysis of YouTube’s Endorsement-Based Affiliate Advertisement
“Let’s Talk About Today’s Sponsor” - a Linguistic Analysis of YouTube’s Endorsement-Based Affiliate Advertisement
Abstract:
Tato magisterská práce analyzuje diskurz affiliate reklam na YouTube. Využívá k tomu rámec různorodých konceptů nejen z oblasti jazykovědy, ale i marketingu a sociologie, aby obsáhla sociokulturní kontext diskurzu sociálních médií. Středobodem analýzy je soubor třiceti devíti YouTube videí různých tvůrců, která obsahují reklamy od různých zadavatelů. Tělo práce je rozděleno na tři hlavní kapitoly, …moreAbstract:
The thesis is a discourse analysis of affiliate advertising on YouTube. It adapts a heterogenous framework with concepts from not only linguistics, but also marketing and sociology to adapt to the socio-cultural context of social media discourse. The main focus of the analysis are 39 YouTube videos from varied creators containing affiliate advertising segments from different advertisers. It consists …more
Language used: English
Date on which the thesis was submitted / produced: 13. 1. 2021
Identifier:
https://is.muni.cz/th/u024j/
Thesis defence
- Date of defence: 17. 2. 2021
- Supervisor: doc. Mgr. Jan Chovanec, Ph.D.
- Reader: Mgr. Jana Pelclová, Ph.D.
Citation record
ISO 690-compliant citation record:
HAVRÁNKOVÁ, Anna. \textit{“Let’s Talk About Today’s Sponsor” - a Linguistic Analysis of YouTube’s Endorsement-Based Affiliate Advertisement}. Online. Master's thesis. Brno: Masaryk University, Faculty of Arts. 2021. Available from: https://theses.cz/id/a7dhuh/.
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Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakultaMasaryk University
Faculty of ArtsMaster programme / field:
Philology / English Language and Literature
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