The diploma thesis "EYOWF 2011 and mythologization of the commercial strategies in a market campaign" deals with a semiotic analysis and mythologization of the promotional video for 10th European Youth Olympic Winter Festival 2011. This study is drawn up as semiotic analysis comprised of the theories of symbolic interactionism and mythologization as a secondary narrative. The thesis is based on theories of the meaning construction and the terminology of the linguist Ferdinand de Saussure, a French semiotican Ronald Barthes and a triadical concept of the sign by Charles Sanders Peirce. The study works on the construction of a commercial message, market communication and use of the specific sign as a primary structural element. An analyzed sample is an audiovisual commercial - 2 minutes and 52 seconds which contents the elements of the entire communicative campaign. The used method is a semiotic analysis which offers insights via description and interpretation of the particular encoded signs. The main focus is concentrating on the camera take and cuts, graphics, colour, characters and the entire mythologization process.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:329143 |
| Date | January 2013 |
| Creators | Hoffmannová, Aneta |
| Contributors | Šoltys, Otakar, Kraus, Jiří |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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