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Oglaševanje piva skozi šport : analiza povezav med alkoholom in športom v oglaševanju : diplomsko deloGrošelj, Lara, 1997-Na slovenskem oglaševalskem trgu lahko pogosto zasledimo oglase pivovarn, ki se poslužujejo oglaševanja, povezanega s športom in športniki. Pivo je alkoholna pijača z manj odstotki alkohola in spada ... v nekakšno sivo cono, ko govorimo o oglaševanju, kar pivovarjem kljub omejitvam še vedno omogoča prisotnost na oglaševalskem trgu. Oglaševalci se zato poslužujejo različnih tehnik in načinov promocije alkoholnih pijač, pri čemer svoje produkte povezujejo z različnimi praksami. V nalogi sem se osredotočila na povezavo piva in športa v oglasih na slovenskem oglaševalskem prostoru. Zanimalo me je predvsem, kakšnih tehnik in metafor se oglaševalci poslužujejo ter kakšno simbolno mesto zavzema šport v oglaševanju piva. Z multimodalno različico semiotske analize oglasov sem prišla do ugotovitve, da sta v kontekstu športa uporabljeni predvsem dve glavni povezavi, in sicer pivo in nacionalna identiteta ter pivo in moč. Simbolno mesto piva in športa se torej relacijsko vzpostavlja skozi omenjeni metafori, ki sta glede na sodobno potrošno družbo zelo aktualni.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [L. Grošelj], 2021Language - slovenianCOBISS.SI-ID - 77670147
Author
Grošelj, Lara, 1997-
Other authors
Majsova, Natalija |
Jontes, Dejan, 1978-
Topics
Oglaševanje |
Advertising |
Pivo |
Beer |
Šport |
Sports |
Diplomska dela |
Graduate theses |
pivo |
šport |
oglaševanje |
metafore |
beer |
sports |
advertising |
metaphors
Library | Call number – location, accession no. ... | Copy status |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Č Ms 17225 Closed stacks | loan not possible |
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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DRS, in which the journal is indexed
Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Grošelj, Lara, 1997- | |
Majsova, Natalija | 35972 |
Jontes, Dejan, 1978- | 24365 |
Source: Personal bibliographies
and: SICRIS
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