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

Bc. Monika Jančová

Diplomová práce

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 draws on Barthes’s definition of metalanguage as the second level sign.

Keywords

advertising, Barthes, beer advertising, Chlapi sobě, Hall, myth, Staropramen, structuralism, textual analysis, writerly text

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 24. 5. 2007

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 6. 2007
• Vedoucí: doc. Libora Oates-Indruchová, Ph.D.

Masarykova univerzita

Fakulta sociálních studií

Magisterský studijní program / obor:
Sociologie / Sociologie