PL EN


Journal
2007 | 16 | 443-454
Article title

ADVERTISEMENTS AND TIME

Authors
Title variants
Languages of publication
CS
Abstracts
EN
The article compares old Czech printed advertisements (from the 30s of the 20th century) 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 photographs). Texts, written always in standard Czech, used mostly imperative, present tense, second person plural, third persons singular and plural, and various verbal and morphological means of intensification. Interested only in figures, the authors of old advertisements 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.A
Journal
Year
Volume
16
Pages
443-454
Physical description
Document type
ARTICLE
Contributors
author
  • H. Srpova, Katedra ceskeho jazyka, Filozoficka fakulta Ostravsk√© univerzity v Ostrave, Czech Republik
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
08PLAAAA04258296
YADDA identifier
bwmeta1.element.f1ec6b7a-0a56-3410-9422-68534048dabb
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