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Linguistic analysis of on-line advertising in English
Romanenko, Elena ; Matuchová, Klára (advisor) ; Morgan, Craig Alan (referee)
This thesis presents a linguistic analysis of on-line advertising in English. A corpus of 150 advertisements was divided into three thematically distinct categories: non-commercial advertising, advertising of alcohol and cigarettes, and unspecified advertising of various products. Then, the examination and identification of the linguistic features and rhetorical figures was carried out. The theoretical part deals with the concept of advertising and the most frequent linguistic devices employed in slogans. The practical part aims to statistically describe the most commonly used linguistic means in advertising slogans in relation to the thematic domain they come from, as well as to reveal the connection between the use of advertising language and advertising objectives. Key words: advertising slogan, figurative language, rhetorical figure
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Linguistic analysis of on-line advertising in English
Romanenko, Elena ; Matuchová, Klára (advisor) ; Morgan, Craig Alan (referee)
This thesis presents a linguistic analysis of on-line advertising in English. A corpus of 150 advertisements was divided into three thematically distinct categories: non-commercial advertising, advertising of alcohol and cigarettes, and unspecified advertising of various products. Then, the examination and identification of the linguistic features and rhetorical figures was carried out. The theoretical part deals with the concept of advertising and the most frequent linguistic devices employed in slogans. The practical part aims to statistically describe the most commonly used linguistic means in advertising slogans in relation to the thematic domain they come from, as well as to reveal the connection between the use of advertising language and advertising objectives. Key words: advertising slogan, figurative language, rhetorical figure
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The factors of effective of advertising slogan and their consumer perception
Marešová, Marcela ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of this Bachelor Thesis is besides theoretical clarification of the necessary terms, defining characteristics of an effective advertising slogan and a demonstration of their use in practice with concrete examples too. Another aim of this work is using a questionnaire survey to clarify what characteristics of slogan respondents appreciate and determination of possible relation between the attainment of specified characteristics of slogan, knowledge of slogan and evaluation of slogan by respondents. To fulfil these objectives, the synthesis was used, especially in the theoretical part. The other methods used in the Thesis were the analysis of selected slogans and carried out questionnaire survey. Using these methods work came to conclusion which characteristics of efficiency slogan are most widely used and which of these characteristics have an effect on knowledge and evaluation of slogans by respondents.
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Media Education in English Language Classes
SERVÍTOVÁ, Jana
This diploma thesis focuses on Media Education in English language classes. The first section introduces media in general and deals with media education and its place in Framework Educational Programme for grammar schools. Next part monitors the ways of using media education in other school subjects and describes methodology itself. On the basis of this knowledge some of the methodological books are analysed. The last part of the first section introduces advertisements and their main characteristics. The second section presents a project of media education which is called Advertisement and Slogan. The project was prepared to be used in three English lessons. The structure, aims and methods of each of them as well as lesson plans and the process of each lesson are described in detail. The final part is devoted to students? and teacher?s evaluations.
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