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  1. 2 Germanica Wratislaviensia

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  1. 2 Jílková H.

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  1. 1 2014

  2. 1 2010

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Lexikalische Gleichheiten, Parallelen und Unterschiede in deutschen und tschechischen Slogans

100%
Jílková H.
Germanica Wratislaviensia
|
2014
|
vol. 139
183 - 196
EN
Czech advertisements have its longtime tradition, comparable to Western cultures. The considerable changes in it occur after 1989, when foreign language influences penetrate Czech advertisements gradually but with increasing intensity. On the lexical level, these influences manifest themselves through greater use of positive hyperboles, linguistic clichés, Anglicisms, sexisms, ungrammatical and taboo expressions. Due to internationalization, differences between domestic and foreign advertising and its languages disappear to some extent. Nevertheless, the Czech advert continues to maintain its originality and creativity, especially in a field of using elements of humor.
2

SEXUSGEBUNDENE PHRASEOLOGISMEN. EIN KURZER BEITRAG ZUR GENDERLINGUISTIK

100%
Jílková H.
Germanica Wratislaviensia
|
2010
|
vol. 131
91-103
EN
This article offers a further contribution to the studies already published concerned with the specialty of gender linguistics. The focus of attention is dedicated this time to phraseologism. The starting point for the investigation is the turns of phrases taken from the Hessky/ Ettinger collection of idioms 1997) which altogether encompasses 1400 phraseological units. The article attempts to determine to what extent German phraseological usage is “gender-specific”. Similarities, parallels and differences between the male and female phraseological units expressed are revealed and explained. The various turns of phrases in the main reflect the traditional gender differences and indicate that idioms follow the relatively conservative tradition of representing the male and female / men and women.
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