The names of Czech political parties as part of the marketing strategy
Hana Srpová
Abstract
The objective of this text is a linguistic (mostly lexical) characteristic of the individual names of Czech political parties that participated in the elections to the Parliament of the European Union in 2014. First, the electoral political propaganda is specified as original, and yet the typical kind of marketing communication. Each of the names (chrematonyms) is subsequently classified in terms of their form, but also the content, i.e. according to their key words. Through quantitative and qualitative analysis, the motivation of the naming process is specified in connection with its objective, i.e. to influence potential voters (similarly as a producer or trader are trying to persuade the consumer to buy a commercial product).
Keywords:
Czech political parties, marketing strategy, advertisements, chrematonymReferences
Bostrom R.N., 1983. Persuasion. New Jersey.
Google Scholar
Cavender N., Kahane H., 1989, Argument and Persuasion. Text and Readings for Writers. Belmont.
Google Scholar
Celkové výsledky hlasování, http://volby.cz/pls/ep2014/ep11?xjazyk=CZ.
Google Scholar
Evropská úmluva o přeshraniční televizi, Štrasburk, 5. 5. 1989, http://archiv.rrtv.cz/zakony/umluva.html.
Google Scholar
Foret M., 2003, Marketingová komunikace, Praha.
Google Scholar
Frey P., 2005, Marketingová komunikace, Praha.
Google Scholar
Galasiński D., 2000, The Language of Deception, Thousand Oaks–London–New Delhi.
Google Scholar
Goślicki J., 1994, Sztuka reklamy, Kraków.
Google Scholar
Hnutí O co jim jde?!, http://ocojimjde.cz/kdo-jsme.
Google Scholar
Iuridictum. Encyklopedie o právu, http://iuridictum.pecina.cz/w/Politick%C3%A1_strana.
Google Scholar
Iuridictum. Encyklopedie o právu, http://iuridictum.pecina.cz/w/Politick%C3%A9_hnut% C3%AD.
Google Scholar
Kamińska-Szmaj I., 1996, Slogan reklamowy – budowa składniowa, „Poradnik Językowy“, nr. 4, s. 13–22.
Google Scholar
Knappová M., 2002, Chrématonymum. – P. Karlík, M. Nekula, J. Pleskalová (eds.), Encyklopedický slovník češtiny, Praha, s. 173–174.
Google Scholar
Kochan M., 2002, Slogany w reklamie i polityce, Warszawa.
Google Scholar
Mills H., 2000, Artful Persuasion. The New Psychology of Influence. How to command attention, change minds, and influence people, New York–Atlanta–Chicago.
Google Scholar
O’Keefe D.J., 2002, Persuasion. Theory & Research, Thousand Oaks–London–New Delhi.
Google Scholar
Osvaldová B., Halada J., 2002, Praktická encyklopedie urnalistiky a marketingové komunikace, Praha.
Google Scholar
Pohyb obyvatelstva – rok 2013. Český statistický úřad, http://www.czso.cz/csu/csu.nsf/ informace/ coby032114.docx.
Google Scholar
Ross R.S., 1994, Understanding Persuasion, New Jersey.
Google Scholar
Sada hlasovacích lístkù pro volby do Evropského parlamentu konané ve dnech 23. a 24. kvìtna 2014.
Google Scholar
Schankle G.E., 1941, American Mottoes and Slogans, New York.
Google Scholar
Šrámek R., 1999, Úvod do obecné onomastiky, Brno.
Google Scholar
Volby do Evropského parlamentu konané na území České republiky ve dnech 23. 5. – 24. 5. 2014. Výsledky hlasování. Český statistický úřad., http://www.volby.cz/ pls/ep2014/ep11?xjazyk=CZ.
Google Scholar
Zákon č. 40/1995 Sb., o regulaci reklamy a doplnìní zákona č. 468/1991 Sb. o provozování rozhlasového a televizního vysílání, http://www.digizone.cz/texty/zakon-40-1995/.
Google Scholar
Zákon č. 46/2000 Sb., o právech a povinnostech při vydávání periodického tisku a o znìní nìkterých dalších zákonů, http://www.kvkli.cz/cz/sluzby/ informace-pro-vydavatelezakon-46.php.
Google Scholar
Zákon č. 62/2003 Sb., o volbách do Evropského parlamentu a o zmìnì nìkterých zákonů. (2003). Sbírka zákonů, http://portal.gov.cz/app/zakony/zakon.jsp?page= 0&nr=62~2F2003&rpp=15#seznam.
Google Scholar
Zákon č. 231/2001 Sb., o provozování rozhlasového a televizního vysílání a o zmìnì dalších zákonů, http://www.zakonyprolidi.cz/cs/2001-231.
Google Scholar
Zákon č. 379/2005 Sb., o opatřeních k ochranì před škodami způsobenými tabákovými výrobky, alkoholem a jinými návykovými látkami, http://www.khsova.cz/01_legislativa/files/379_2005.pdf.
Google Scholar
Zákon č. 468/1991 Sb., ze dne 9. února 1995 o regulaci reklamy a o zmìnì a doplnìní zákona o provozování rozhlasového a televizního vysílání, ve znìní pozdìjších předpisů v platném znìní. Sbírka zákonů, http://www.europarl.europa.eu/news/expert/ infopress_page/ 037-14053-332-11-48-906-20071128IPR14028-28-11-2007 - 2007 -false/default_cs.htm> nebo http://archiv.rrtv.cz/zakony/download/TelevizeBezHranic.doc.
Google Scholar
Authors
Hana SrpováStatistics
Downloads
License
1. Copyrights to published works are held by the University of Opole (to the collective work) and the Authors (to individual parts of the collective work that have an independent meaning).
2. Only previously undistributed works can be published in the scientific journal "Stylistics".
3. The University of Opole does not restrict the possibility of the author's further dissemination of his work on condition that the scientific journal "Stylistics" is indicated as the original place of publication and the consent of the University Publishing House.
4. Consent to the publication of the work in the scientific journal "Stylistics" is tantamount to granting the author a non-exclusive license to the University of Opole, including the right to use the work without territorial restrictions and time limits in the following fields of exploitation:
a) within the scope of recording and multiplication of the work - production of any number of copies of the work in whole or in part using a specified technique, including printing, reprography, magnetic recording and digital technique, introduction of the work into computer memory and computer networks,
b) within the scope of circulation of the original or copies on which the work has been recorded - circulation, lending or hiring of the original or copies,
c) within the scope of dissemination of the work in a manner other than specified in item 2 - making the work or its abstract available on the Internet by enabling the recipients to access the work on-line or enabling them to download the work to their own device that makes it possible to read it, placing the work in electronic databases that disseminate scientific works, including in particular the CEEOL database (Central and Eastern Online Libray) and the abstract in English in the CEJSH database (The Central Europaen Journal of Social Scienes and Humanites).
d) within the scope of creating and distributing dependent works created using the work - using them in the fields of exploitation specified in points 1-3.
5. The author is not entitled to compensation for granting the license to the work.
6. The author agrees that the University may grant further permission to use the work (sublicense) in the fields of exploitation specified in par. 2 paragraph 4.
7. The author agrees that, in connection with the distribution of the work, his or her personal information, that is, name, affiliation, and e-mail address, may be made public.
Most read articles by the same author(s)
- Hana Srpová, Světla Čmejrková, Martin Havlik, Jana Hoffmanová, Olga Müllerová, Jiř Zeman, Styl mediálnich dialogů, Praha: Academia, 2013, 314 s. , Stylistyka: Vol. 24 (2015): Różnorodność kulturowa a styl
- Hana Srpová, Man and Woman in the Czech Advertising Discourse , Stylistyka: Vol. 17 (2008): Znaczenie i styl
- Hana Srpová, Allusions and Quotations in Czech Commercials , Stylistyka: Vol. 9 (2000): Czech Stylistics
- Hana Srpová, Reklama a čas , Stylistyka: Vol. 16 (2007): Styl i czas - Style and Time
- Hana Srpová, James Naughton, Czech. An Essential Grammar, London and New York: Routledge, 2005, 282 s. , Stylistyka: Vol. 17 (2008): Znaczenie i styl
