|
|
Dutch Language of the 21st Century. Changes in Vocabulary
Kopecká, Zuzana ; Hrnčířová, Zdeňka (advisor) ; Pekelder, Jan (referee)
This diploma thesis aims to analyse the lexical aspect of the contemporary Dutch language, particularly the influence of foreign languages on the state of Dutch advertising language. A short summary of the changes in language throughout the 20th century is described in the first part of the thesis. The chapters which follow are dedicated to the current specifics of the Dutch vocabulary and the current possibilities of its expanding, including the problematics,of lexical borrowings in Dutch. The specific aspects of advertising and its language also have to be introduced because of the possible consequences on the results of the analysis. In the practical part of the thesis, the own corpus, methodology and hypothesis are presented on the basis of the described secondary literature. Finally, the corpus analysis follows where all relevant results of the lexical analysis are discussed, both qualitatively and partly quantitatively.
|
|
|
Dutch Language of the 21st Century. Changes in Vocabulary
Kopecká, Zuzana ; Hrnčířová, Zdeňka (advisor) ; Pekelder, Jan (referee)
This diploma thesis aims to analyse the lexical aspect of the contemporary Dutch language, particularly the influence of foreign languages on the state of Dutch advertising language. A short summary of the changes in language throughout the 20th century is described in the first part of the thesis. The chapters which follow are dedicated to the current specifics of the Dutch vocabulary and the current possibilities of its expanding, including the problematics,of lexical borrowings in Dutch. The specific aspects of advertising and its language also have to be introduced because of the possible consequences on the results of the analysis. In the practical part of the thesis, the own corpus, methodology and hypothesis are presented on the basis of the described secondary literature. Finally, the corpus analysis follows where all relevant results of the lexical analysis are discussed, both qualitatively and partly quantitatively.
|
|
|
Language and style of the advertisement
Vrábľová, Denisa ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...
|
guest ::
