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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Comparison of the specifics of Russian and Czech language means in advertising texts with regard to gender aspects
 Steiningerová, Alena ; Loikova-Nasenko, Tatiana (advisor) ; Lendělová, Věra (referee)
The work compares and charts language facilities of Russian and Czech publicity texts in relation to gender aspects. This actual theme contains following points: general characteristic of publicity phenomenon picture of gender as "social sex" comparison of specificity language facilities of Russian and Czech publicity texts in relation to gender aspects Preamble deals with publicity history and its historical development till present. Describes development of publicity in broadcasting and television cast and adverts to specialities of development Czech and Russian publicity against a background political - economical changes. Defines what the publicity is, what are her substantial styles, what target is has and for whom is determined. Second part is attended to gender as "social sex" and its characteristics. It records historical development of Gender Studies, adverts to key properties of women and men, on their nervous relation in imaging by medium and on still persisting strong gender stereotypes at confrontation with topical language of publicity. In final part is made analysis of language instruments on selected sample of Russian and Czech publicity texts on the basis traditional linguistic and semiotic analysis regarding gender aspects.
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