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Mass advertising
Russkina, Tamara ; Gebhartová, Markéta (advisor) ; Adamovičová, Ana (referee)
The theme of this work is media advertising. Its focus is an analysis and comparison of Czech beer advertisements and Russian beer advertisements. The main objective is to learn whether the Czech and Russian beer advertisement are quite different from each other, or if they use the same linguistic, psychological and visual instruments. The thesis is primarily focused on linguistic research of advertisement, but we consider it necessary to analyze it from different perspectives too, therefore a brief analysis of the psychological aspects of advertising and marketing is also included.
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Food advertising in the media
Russkina, Tamara ; Hasil, Jiří (advisor) ; Confortiová, Helena (referee)
1 ABSTRAKT The topic of this thesis is "The food advertising in the mass-media". It focuses basically on defining the conception of advertisement, determines its purpose and intentions. There is a following analysis of the chosen audiovisual and printed advertisement materials for the groceries of the Czech and Russian social environments and their comparison. First of all this thesis focuses on the advertisement research from the linguistic and psycholinguistic point of view, nevertheless other approaches to advertisement analyses are described as well, mostly marketing which is a part of advertising.
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Mass advertising
Russkina, Tamara ; Gebhartová, Markéta (advisor) ; Adamovičová, Ana (referee)
The theme of this work is media advertising. Its focus is an analysis and comparison of Czech beer advertisements and Russian beer advertisements. The main objective is to learn whether the Czech and Russian beer advertisement are quite different from each other, or if they use the same linguistic, psychological and visual instruments. The thesis is primarily focused on linguistic research of advertisement, but we consider it necessary to analyze it from different perspectives too, therefore a brief analysis of the psychological aspects of advertising and marketing is also included.
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Spanish Language in Printed Advertising: Borrowings and Calques
JEDLIČKOVÁ, Radka
Spanish language in printed advertisement: borrowed words and calques The aim of this work is to deal with the borrowed and calqued words in the present Spanish language. The work is divided into theoretical part and research. In the theoretical part there is dealt the topic of advertisement and in continuation the language the advertisement uses. Separate chapters are dedicated to the specific phenomena. In research, examples from the authentic material are being dealt and compared with the synchronic corpus CREA. The results of the analysis are used to explain the hypothesis whether the contemporary Spanish language uses borrowed and calqued words in the field of printed advertisement, whether such words are numerous, what language they come from, and what fields they appear in the most numerous way.
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