Využití storytellingu v reklamních videích značek piva na evropském trhu

This bachelor’s thesis focuses on the use of storytelling in video advertising of beer brands and on the way these stories are perceived by audiences. The aim of the thesis is to formulate recommendations for the creation of video advertisements using storytelling to promote beer brands on the European market. The theoretical part defines the basic concepts of marketing communication, the specifics of video advertising, and the role of storytelling as a tool for creating meaning and emotions. Attention is also devoted to the mechanisms through which stories influence audiences, particularly in relation to memory, emotions, and mental imagery, as well as to the specifics of beer advertising in the digital environment. The practical part is based on qualitative research. First, a qualitative content analysis of selected advertising spots was conducted using open coding. Subsequently, semi-structured in-depth interviews with respondents were carried out, which allowed the analytically identified elements to be compared with their actual audience perception. Based on the research findings, practical recommendations for the effective use of storytelling in the marketing communication of beer brands were formulated. The research showed that the most effective advertisements were those in which the story was understandable, emotionally engaging, and naturally connected with the brand. In contrast, a strong emotional or visual experience did not automatically lead to better recall of the brand itself. The findings also indicate which elements of advertising messages audiences perceive as the most distinctive, memorable, and emotionally impactful.