Analýza vizuální komunikace vybraných kampaní v sociálních médiích

This bachelor's thesis focuses on the analysis and comparison of visual communication strategies of selected global brands on the Instagram platform. Three distinct market segments are examined — fashion (Zara, H&M), fast food (McDonald's, KFC), and the action segment (GoPro, Red Bull) — each represented by two global brands. The theoretical part defines key concepts of visual identity, colour psychology, semiotics in advertising, and the specifics of Instagram as a communication channel. The practical part analyses visual elements, colour schemes, tone of communication, hashtag usage, and user engagement across the selected brand profiles. The findings demonstrate that each market segment employs a distinct visual communication strategy reflecting the brand's values and the expectations of its audience. The thesis contributes to a deeper understanding of the relationship between market segment and the choice of visual communication strategy on social media.