Union brewery launched an advertising campaign ''Hello, life'' in May 2016. The campaign consists of three video adds based on famous motives from Slovenian cultural history. Roland Barthes interprets them as modern national myths: first is based on the fairy tale of king Matjaž, second is the story of the seductive underwater man and last but not least consists of a romantic motive of a poet's unrequited love for his muse. The last myth is related to Slovenian poet Prešeren and his love for Julija Primic. The main focus of bachelor work will gather around the third aforementioned add. The theoretical section underlines the use of symbol representations in the add, which are analysed based on the Barthes' concept of myth in the modern social and cultural landscapes. The add ''Hello, life'' consists of two myths: first we have the myth of a great poet (the poet who raised Slovenian language to European level) and second is the romantic motive of a poet's unrequited love for his muse. The bachelor thesis work analyses the narrative and visual component of the video add with a specific interest in how the exploitation of elements of the national cultural history works in order to promote beer, which at the same time leads to the commodification of the national myth.
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