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The Use of Foreign Languagues in Advertising and its Influence on Advertising Message Perception
Dvořák, Dominik ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
DVOŘÁK, Dominik. Použití cizích jazyků v reklamní komunikaci a jejich vliv na percepci reklamního sdělení. Praha, 2019. 45 s. Bakalářská práce (Bc). Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky Katedra marketingové komunikace a PR. Vedoucí diplomové práce PhDr. Tereza Klabíková Rábová, Ph.D. Abstract The thesis explores the use of foreign languages in advertising communication and its influence on advertising message perception. It investigates the question if it's beneficial to borrow words and phrases from foreign languages or whether it's more effective to use solely the native language. In the theoretical part the author shows the historical, linguistic and socio-psychological context of commercial language code-mixing. In the practical part he introduces the qualitative research method of the focus group using 6 pairs of advertisement visuals, containing both the original foreign version and a version entirely adapted to the Czech language. It turns out that the customer's interest in the product can be increased if the foreign language application is aligned with the entire positioning of the product or brand. Its use can give the product a certain feel of uniqueness or exclusiveness. Contrarily, an isolated use of a foreign word without any context of a...
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Exploring discourse strategies in contemporary advertising
CHABR, Ondřej
This diploma thesis deals with an analysis of advertising discourse focusing specifically on the use of language means. To begin with, this thesis defines theoretical knowledge of advertisement and individual language means. Subsequently, I find these language means in the particular cases and comment on their use. The thesis briefly discusses the gender issue in advertising discourse and shows visually different forms of promotion of textual communication act. The aim of the thesis is to present current trends of language means used in the advertising which help its persuasive function.
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Present day-communication and language practise in the field of marketing from the prespective of marketing specialists
Kalousová, Kristýna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor thesis is to outline an overview of language and language specifics which are used mainly by experts in the branch of marketing communication and PR as the part of a professional discourse. It describes the relationship between these language users and their lexicon. The aim of the thesis is not only to depict current trends of a unique slang and explain its function in the real communication of marketing communication and PR but also characterise a rational and emotional relationship of experts in marketing communication and PR. Nowadays, it is common to examine the language of advertisement but not the language of marketing communication and its practical usage and the reflection of the active language users, which is the merit of this bachelor thesis.
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The use of conceptual metaphors in Czech advertising discourse
HAPKOVÁ, Klára
This diploma thesis deals with so-called conceptual metaphors' use in the Czech advertising discourse. The first section of the theoretical part is devoted to advertising and characteristic features of advertising. The second section concentrates on theory of metaphor and introduces readers to cognitive linguistics and one of its objects of interest, conceptual metaphor. In the practical part of the thesis are presented results of analysis concentrating on distribution of conceptual metaphors in advertising texts promoting among others drinks, food, dry goods, fashion, cars and financial products.
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