Text and images as persuasive instruments in advertising: a qualitative discourse analysis of the VW Beetle advertising campaign between the late 1950’s and the present time – Bc. Ivan Marousek
Bc. Ivan Marousek
Master's thesis
Text and images as persuasive instruments in advertising: a qualitative discourse analysis of the VW Beetle advertising campaign between the late 1950’s and the present time
Text and images as persuasive instruments in advertising: a qualitative discourse analysis of the VW Beetle advertising campaign between the late 1950’s and the present time
Abstract:
Tato diplomová práce analyzuje jazyk a obrazy reklam automobilu „Brouk“ od výrobce Volkswagen během šedesáti let jejího trvání. Práce zkoumá úlohu jazyka a obrazu v procesu multimodálního utváření obsahového sdělení v automobilové reklamě. Výzkum je založen na kvalitativní obsahové analýze vybraných reklam automobilu „Brouk“ pocházejících z různých historických etap a ze současnosti. Jednotlivé analýzy …moreAbstract:
This diploma thesis analyses the language and images of the Volkswagen Beetle advertisements throughout the last sixty years of their existence. Namely, it examines how the language and images contribute to multimodal meaning-making in car advertisements. The research is based on the qualitative content analysis of selected Volkswagen Beetle ads from various historical periods and the present. The …more
Language used: English
Date on which the thesis was submitted / produced: 3. 4. 2018
Identifier:
https://is.muni.cz/th/vd2e4/
Thesis defence
- Date of defence: 12. 6. 2018
- Supervisor: doc. Mgr. Olga Dontcheva-Navrátilová, Ph.D.
- Reader: Mgr. Renata Jančaříková, Ph.D.
Citation record
ISO 690-compliant citation record:
MAROUSEK, Ivan. \textit{Text and images as persuasive instruments in advertising: a qualitative discourse analysis of the VW Beetle advertising campaign between the late 1950’s and the present time}. Online. Master's thesis. Brno: Masaryk University, Faculty of Education. 2018. Available from: https://theses.cz/id/y6e3eh/.
Full text of thesis
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Institution archiving the thesis and making it accessible: Masarykova univerzita, Pedagogická fakultaMasaryk University
Faculty of EducationMaster programme / field:
Teacher Training for Primary and Lower Secondary Schools / Lower Secondary School and Language School Teacher Training in English Language
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