Reklama a čas
Hana Srpová
Abstract
The article compares old Czech printed advertisements (from the 30s of the 20,h centu- ry) with contemporary ones. Non-verbal means of expression were limited to black and white colours, various letter types and pictures (rather drawings than paintings and photo- graphs). Texts, written always in standard Czech, used mostly imperative, present tense, second person plural, third persons singular and plural, and various verbal and morpholo- gical means of intensification. Interested only in figures, the authors of old advertise- ments ignored tropes (frequent in contemporary ones), and they used rhyme rarely. Only several texts included slogan and company’s logo. The popular strategies were fear, experts' recommendation, company tradition and export of the product.
Keywords:
contemporary Czech advertisements, 1930-1939 Czech advertisements, non-verbal means of expression, verbal means of expression, popular strategiesReferences
Pestre kvety. r. III, ć. 1-52, 1930.
Toman, M., 2006, Intuitivni reklama, Praha: Management Press.
Venkov, List narodniho sourućenstvi. r. XXXIV, 1.-30. zafi 1939, ć. 204-229.
Authors
Hana SrpováStatistics
Downloads
License
Copyright (c) 2007 Stylistyka
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International 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, The names of Czech political parties as part of the marketing strategy , Stylistyka: Vol. 24 (2015): Różnorodność kulturowa a styl
- 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, James Naughton, Czech. An Essential Grammar, London and New York: Routledge, 2005, 282 s. , Stylistyka: Vol. 17 (2008): Znaczenie i styl