Abstract
This study focuses on "campaign" as a semiotic sign, and through the analysis of its representation in the Czech media, it comes to the typology of different meanings of this term. The analysis takes into account semantic, syntactic and pragmatic structures.
I have used tools both for the logic-factual analysis of semiotic structures and form the liguistic analysis. I used those two attitudes interconnectedly; the necessity of this method can be best seen on the topic of the crucial role of modifiers.
The study also analyses the relation of the media to the semantic definition of the term "campaign". The conclusion presents a general nature of the term "campaign" in relation to the analysed categories, including the socio-constructivist frame the study is based on.