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    Wyświetlanie 1-3 z 3
    Tytuł:
    Reklama a ćas
    Autorzy:
    SRPOVA, HANA
    Powiązania:
    https://bibliotekanauki.pl/articles/957696.pdf
    Data publikacji:
    2007
    Wydawca:
    Uniwersytet Opolski
    Tematy:
    contemporary Czech advertisements
    1930-1939 Czech advertisements
    non-verbal means of expression
    verbal means of expression
    popular strategies
    Opis:
    The article compares old Czech printed advertisements (from the 30s of the 20,h centu- ry) with contemporary ones. Non-verbal means of expression were limited to black and white colours, various letter types and pictures (rather drawings than paintings and photo- graphs). Texts, written always in standard Czech, used mostly imperative, present tense, second person plural, third persons singular and plural, and various verbal and morpholo- gical means of intensification. Interested only in figures, the authors of old advertise- ments ignored tropes (frequent in contemporary ones), and they used rhyme rarely. Only several texts included slogan and company’s logo. The popular strategies were fear, experts' recommendation, company tradition and export of the product.
    Źródło:
    Stylistyka; 2007, 16; 443-454
    1230-2287
    2545-1669
    Pojawia się w:
    Stylistyka
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Typologie žen a mužů v českých reklamách
    Man and Woman in the Czech Advertising Discourse
    Autorzy:
    SRPOVÁ, HANA
    Powiązania:
    https://bibliotekanauki.pl/articles/953869.pdf
    Data publikacji:
    2008-12-31
    Wydawca:
    Uniwersytet Opolski
    Tematy:
    Czech advertisements
    target group
    male types
    female types
    verbal means of expression
    gender differences
    Opis:
    The article deals with the different types of women and men in the Czech advertisements. The author starts from the premise that in order to increase the effectiveness of advertising, it is essential for advertisers to select suitable means of expression primarily on the basis of the needs or weaknesses of the target group (the segment of the population at which the product is mainly aimed, i.e. the group which is required to start buying the product), and in verbal terms, on the particular sociolect of the target group. The author’s research leads her to claim that it is actually the target group that plays the decisive role in the selection of advertising strategies. Women and men are not only target groups, but also useful models for visual and audiovisual advertising. The way in which people are used in advertising greatly reflects the stereotypes current in a particular society and at a particular time. In this sense advertising acts as a mirror of society - of its behaviours, value system, systems of relationships, and moral principles. The author analyses individual cases in which advertisers depict women and men. She classifies various types of women and men used in Czech mass media advertising, noting the verbal means, which differ depending on the target group.
    Źródło:
    Stylistyka; 2008, 17; 273-284
    1230-2287
    2545-1669
    Pojawia się w:
    Stylistyka
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Wizja afrykańskiego czasu w reportażach Ryszarda Kapuścińskiego
    Autorzy:
    KURYŁOWICZ, BEATA
    Powiązania:
    https://bibliotekanauki.pl/articles/615252.pdf
    Data publikacji:
    2015
    Wydawca:
    Uniwersytet Opolski
    Tematy:
    R. Kapuścińsk
    reportage
    Africa
    time
    the means of artistic expression
    Opis:
    Time is one of the main categories that affect human life. Various communities, nations or tribes perceive and understand time in a different way. In every case understanding of time determines the character of a particular culture.The purpose of this article is an attempt to show the concept of time as a part of the African reality revealed in the literary reportages by R. Kapuściński. The author of “Ebony”, through linguistic and stylistic material, creates a conception of time characteristic of the residents of the Black Continent. Understanding of time is one of the elements of reality in Africa which Kapuœciñski wanted to convey in the most accurate manner. But he knew that the reproducing of the African world is not possible,therefore, the image of time presented on the pages of “Ebony” was his personal perception of the phenomenon, the artistic creation where an objectively existing fragment of reality was filtered through the imagination of the author, his cognitive, intellectual and psychophysical abilities. Kapuściński, by means of linguistic and stylistic expressions, gave literary form to what he saw, heard and read about the African concept of time. First of all, in descriptions of time, the most prominent feature is the author’s tendency to build opposition. Kapuściński confronts two concepts of time: the African and the European. In this way he emphasizes the differences in understanding of the concept of time in both aforementioned cultures, and, at the same time, he highlights the characteristics of time typical to African culture. The accumulation of stylistic devices, unique use of words, selection of appropriate lexis and emphasizing the connotative value of words serve one purpose – to express difficult to convey aspects of African time.Thus, the individual author’s style contributes to the vision of African time, affects modeling of its meaning and imprints a profound, special influence on the actual image of time which is used as a base for a creative play both with imagination and a matter of language.
    Źródło:
    Stylistyka; 2015, 24; 199-210
    1230-2287
    2545-1669
    Pojawia się w:
    Stylistyka
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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