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Bc. Monika Jančová

Master's thesis

"Guys for Themselves": A Textual Analysis of the Staropramen Advertising Campaign

"Guys for Themselves": A Textual Analysis of the Staropramen Advertising Campaign
Abstract:
The thesis focuses on the codes of masculinity articulated in the Staropramen Chlapi sobě (Guys for Themselves) beer advertising campaign. Advertisements are approached as the writerly texts (Barthes 1970), that carry dominant codes of preferred reading (Hall 1980) using the hegemonic “gaps” such as semiotic excess (Hartley 1983). To reveal the dominant codes embedded in the advertising text, the thesis …more
 

Keywords

advertising Barthes beer advertising Chlapi sobě Hall myth Staropramen structuralism textual analysis writerly text
 
Language used: English
Date on which the thesis was submitted / produced: 24. 5. 2007
Identifier: https://is.muni.cz/th/qdv2n/

Thesis defence

  • Date of defence: 11. 6. 2007
  • Supervisor: doc. Libora Oates-Indruchová, Ph.D.

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