Globalisation and Glocalization in Contemporary Media World on the Example of Advertising Campaign of Absolut Vodka

This thesis deals with advertising and its specifics characteristic for contemporary media environment. Research is realized on the example of five visual adverts which are parts of Absolut vodka advertising campaign. Absolut London, Absolut Brussels, Absolut Barcelona, Absolut Bangkok and Absolut Prague were chosen and conquered in the semiotics and visual analysis. The main part of the thesis is focused on character of adverts. The attention is also drawn to Mukařovský's aesthetics, Peirce's icon-index-symbol, Barthes's denotation, conotation, myth or theory of photography. There are mentioned not only qualities of imaging of objects but also its anchoring in the media environment. The results of the analysis are connected with processes of globalization. The principles of Ulrich Beck are applied to visual adverts of Absolut vodka. The main question is if and how the globalization influences the adverts and their visual form. It is shown at the example of internet and television media. One part of thesis is also devoted to phenomenon of glocalization and its influence on advertising