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
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