Creation of Cultural Values in Communication as a Challenge for Czech Beer Brands

The article deals with a research investigation focused on marketing communication. Within this research investigation, the article focuses on the sub-dimensions of marketing communication with respect to cultural aspects. The subject of the research, which was carried out in the period 2018, are advertising spots for Czech beer brands Pilsner Urquell, Staropramen and Radegast. In our research investigation, we rely on theoretical backgrounds in the field of branding, connotation and cultural stereotypes. The methodology of the research is based on a qualitative approach to the issue under study, taking into account the linguistic and extra-linguistic components of selected advertisements of the Pilsner Urquell, Staropramen and Radegast brands. On this basis, we try to show the creation of cultural stereotypes, which are crucial for the creation of a brand image in the context of communication with consumers. In our research investigation, we take into account the method of analysis, synthesis and description. The output of the investigation is a set of stereotypes typical for addressing the Czech consumer.