Temat: of expression - Katalog OPAC zbiorów

Skocz do pozycji: 1.

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

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Skocz do pozycji: 2.

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

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Skocz do pozycji: 3.

Tytuł:: Univerbizovane ryrazy odvozene sufixy od slov s ćasorym ryznamem
Autorzy:: KOLAROVA, IVANA
Powiązania:: https://bibliotekanauki.pl/articles/957704.pdf
Data publikacji:: 2007
Wydawca:: Uniwersytet Opolski
Tematy:: compound expression
compound term
simple / one-word
expression
w ord with temporal meaning
stylistic characteristic of texts
Opis:: We are going to deal with the simple expressions with components -minutovka, -hodi- novka, -letka (dvouletka, pet Hetka..and with other simple expressions (trvalka, ćasov- ka...) that have been derived from phrases and compound expressions with the adjectives with components -minutovy, -hodinovy, ćasovy (ćasovka), -lety (dvoulety, petilety, from verbal adjective trvaly (Jrvalka). We are gong to research the frequence of the simple expressions dvacetiminutovka, desetiminutovka, dvouhodinovka, ćasovka, trvalka, dvouletka, petiletka... into the texts of Czech national corpus SYN2000 and to compare the freąuence of them with the frequence of phrases and compound expressions desetiminutova hra, petiminutove preruśeni hry, hodinoyy zavod, ćtyriadvacetihodinovy maraton, vytrvala rostlina, ćasovyzavod,jlzda na ćas and all that and appearance of them in various types of texts.
Źródło:: Stylistyka; 2007, 16; 465-477
1230-2287
2545-1669
Pojawia się w:: Stylistyka
Dostawca treści:: Biblioteka Nauki

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