PhDr. Jitka Vlčková, Ph.D.
Katedra anglistiky a amerikanistiky
Australské
seznamovací inzeráty v rozmezí sta let
Keywords: Australian English,
advertising, media.
Annotation: The
study looked at social attitudes and
recognized values encoded in the language, and at habitual ways of interpreting
the world through linguistic, mostly lexical, patterns. It considered some of
the differences in usage over the span of one hundred years, namely from the
1890s to the 1990s.
In
1890 the advertisements were already
well established . Written in the third person singular to give the impression
of objectivity, they usually started with the reference to self, which indicated
the marital or social status, followed by references to age, religion, financial situation, the
intended form of the first contact, continued with the prospective partner’s
description and finished with the viewed relationship, which was marriage.
The advertisements from
1990s hardly ever give information on
the advert-writers social position or material situation. Stress is put on a
person’s appearance. The third person’s voice is
not
so strictly observed. Under the influence of commercial advertising the
texts sometimes use direct
address (‘you’) , by which they simulate an immediate contact.
The word marriage almost
disappeared and is replaced by
relationship.
Anotace: Koncem
devatenáctého století měl seznamovací inzerát
v australských novinách již své pevné místo. Pro zdání objectivity byl psán ve třetí
osobě. Sled poskytovaných informací
zpravidla začínal uvedením společenského postavení (doctor, hotelkeeper), případně stavu (widower, spinster), po
němž následoval věk, náboženská příslušnost, finanční situace, představa o
realizaci prvního kontaktu, Ve stejném duchu
pak byly jmenovány speciální požadavky na partnera a nakonec účel, což bylo uzavření manželství
(marriage).
Inzerát
konce dvacátého století nepřináší
explicitní informace o
společenském postavení nebo zabezpečení, Informace bývá zakódována ve výrazu professional.
Důraz je kladen na vzezření. Slovo marriage téměř vymizelo
a je nahrazeno výrazem relationship.
Australian personal ads
over the span of one hundred years
Shared joy is
twice the joy, shared sorrow is half the sorrow.
This paper explores some of the close connections
between language and social life in
As personal advertisements are submitted by both
sexes, the discussion will also consider
the differences and the ways language relates to gender: related studies
demonstrate that men and women practise a sort of cross-cultural communication
when talking to each other. Messages sent by a person of one gender are
perceived through ‘an asymmetrical filter’. (Langsdorf 1994.11) This means that
the semantics of an expression can be different for men and for
women, there may be different connotations and thus different aspects may be
less appealing for one or the other sex: ‘...connotation is just as important
as referential meaning, and often more so’. (Stubbs 1996.195) Tannen has argued
that ‘men communicate in order to be respected while women do so to be liked’.
(quoted by Langsdorf 1994.11)
Personal advertisements are
printed in a more or less standardised form.The format is set and one cannot
even make use of the layout, the writers cannot choose which part of their
advertisement they would like to stand out. They can only rely on words.
The method applied in this
study draws on the observation that ‘the lexicon is the clearest possible guide
to everyday cognition” (Wierzbicka 1997.31), ”meanings are conveyed not only by
individual words but also by the frequency of collocation” (Stubbs1996. 89) and
that language can influence thought especially through repeated codings which
then constitute ‘semantic habits’. (Halliday’s term quot. Stubbs 235) In order to
obtain as accurate a picture as possible, a computer program was used for data
processing.
The text of a personal advertisement
Humans
are social beings, and as such, they need to be in an environment
which enables contacts, interactions and subsequent relationships with other
humans. Successful communication provides the answer to the individual’s need
for belonging and is decisive for a
person’s self-esteem, confidence and satisfaction in life.
During an interaction each individual performs a role in which s/he
wants to be recognized, i.e a ‘public image’ (cf.Yule 1996). Whether other
people reply positively to this communicated public image depends largely on
the context (i.e. ‘context of situation’) in which its manifestation, verbal
or/and non-verbal, spoken or written, takes place. The context in particular
reaches beyond what is said or written. The participants in a culture make
inferences from the situation to the text and vice versa. They also
project the text against a broader background, i.e. against the context of
culture, which means that assumptions and interpretations are conditioned by
the knowledge of the speaker’s/writer’s culture, as there are culturally given
rules that stipulate what can be said where, by whom and to whom, when, and in
what order.
Personal advertisements, which are pieces of communication,
reflect the rules observed at the time of their origin. ”Language does not
exist in a vacuum. It is embedded in the culture of a people and reflects the
totality of beliefs and sentiments.” (Rauf 44) The way the advertisers present
themselves, wished-for partners, offered and required qualities, gives a mirror
to period cultural linguistic coding of social standards and norms; in other
words, they reflect characteristics that are most valued in any given place at
any given time.
Personal advertisements originate in people’s need to find a solution to
their loneliness whatever its cause may be: on the one hand, there is the urban
environment - anonymous, ignorant and alien, where you hardly know your
neighbour and, on the other hand, the distances between settlements may be so
vast that contacts with other people are rather sporadic. The situation
resulting in loneliness and a need for company leads people to look for a
solution: some of them will turn to various matchmaking agencies, others will
attempt to be the architects of their own future and use media for advertising
of which – in spite of new technologies and the internet – newspapers and
journals are still the most popular.
Unlike commercial
advertisements, which are created by
advertising specialists and address a wide public, personal advertisements are
produced by laymen in the field of advertising who wish to present themselves
in ways which will attract the ‘right’ person's attention. In these pieces of
phatic communication, the writer (‘speaker’, usually one person) addresses an
unknown, ‘ideal’ reader (‘listener’,
usually also one person). The main goal is not so much to provide information
but to mediate contact. Everything the
text conveys is to serve this goal.
Stolt (27) says that for a
personal advertisement to be successful, it is important that:
1. The text is being read
by the ‘right’ person. This factor can
largely be controlled by the choice of newspaper or magazine;
2. The reader feels
himself/herself to be personally
addressed, which encourages him/her to respond; and
3. S/he writes a reply.
In other words, the text
should stimulate the reader emotionally and/or intellectually and motivate
him/her to respond.
Like other texts in
contemporary society, personal advertisements have become multi-semiotic; they
increasingly combine language with other semiotic forms: written texts
incorporate photographs; the graphic design of individual
pieces and later of the whole page also help to create images and thus affect
the evaluation by the reader. The advertisements, though designed by laymen who
usually follow a set of conventions, reflect the strategy current in
commercials which is summed up in the acronym AIDA:
ATTENTION - the reader is
attracted
DESIRE - the reader wishes
to meet the advertiser
ACTION - the reader
responds.
The first phase, i.e.
drawing the reader’s attention, seems to be the most important. The writers
attempt to put ‘the most appealing’ aspect/s of their personality in the
initial part of the advertisement.
Every text has two
semantic levels: one that is literal and another that is implied. For example,
‘a blonde’ may be just a description but may also carry the emotional
connotation of sex appeal. Pieces of information become thus arguments which
are to be persuasive. It is important for the success of the advertisement that
the meaning (the level) understood by the reader coincides with that intended
by the advert-writer. (Stolt 27)
Personal
advertisements were already well established and the constant demand lead
Australian newspapers to introduce separate columns for ‘Matrimonial Services’.
Their structure followed the model of British newspapers, that, though
modified, has survived until today. Written in the third person singular to
give an illusion of objectivity, they started with the writer’s self
description, including marital or social
status, age, religion, financial situation, the intended form of the first contact, continued with the prospective partner’s
description and specific requirements and finished with stating the viewed relationship, which was
marriage:
Ex.1: HOTELKEEPER, 50, rich,
R.C., owning and keeping largest hotel leading country town last 25 years,
wishes introduction R.C. Lady with income, view matrimony. #Argus 4.4.1896#
Ex.2: ACCOUNTANT, leading institution, city, 35 tall, handsome,
Protestant, bachelor, £400 and property owner, wishes introduction
spinster or young widow with £150 yearly, view matrimony. #Argus 11.4.1896#
Ex.3: SPINSTER, 30, Baptist, good dressmaker, owning 100a fenced
land, wishes introduction tradesman, farmer, other means or permanent
employment, view matrimony.
#Age 9.10.1897#
As
the theory says, the reader should feel emotionally and selectively motivated
to answer. So what was seen as a possible stimulus? Property was obviously a
very important factor, something that made the person more attractive than any
other quality, in some respondents at least. Religion was a selective factor.
Australian society at that time was divided into three groups, namely
Protestants, who were the most numerous and who carried the traditions of the
Mother country, i.e.
To see what other qualities were thought to be
attractive for the opposite sex and
important for a relationship, we can
look at the ways the writers describe themselves and their prospective
partners.
Women identify themselves most frequently by their
marital status: 60% were widows; 24% were unmarried women who proudly called
themselves spinster. Apart from being a legal term as the Oxford
Dictionary of 1926 still suggests, the word obviously had a positive
connotation of chastity and therefore was also used by mature women as shown in
the next example where the advertiser was 45 years of age.
Ex.4: LADY 45, irreproachable character, spinster,
tall, well educated, accomplished, property valued £2000, income
£100 yearly, wishes introduction educated Man, good financial position,
view matrimony. Holt’s. #Age
3.10.1896#
Both
widow and spinster are frequently complemented with lady,
so there is (was) a lady spinster and a lady widow/widow lady.
‘Lady’ was introduced instead of ‘gentlewoman’. By identifying themselves as lady
(usually with capitalized ‘L’), the advertisers implied that they were
respectable people (cf. OD 1926)
of no ‘obscure’ background.
Ex.5: WIDOW Lady, young, accomplished, refined, children
provided for…. #Age
8.9.1900#
If the advertiser did not
add lady to her self-identification, she mentioned her religion, which,
I would say, should have also implied
that she was an honourable person.
Ex.6: LADY, 50, educated, income £150 yearly, Protestant,
without family, wishes introduction partner, under 70, similarly circumstanced,
view Matrimony. #Age
8.9.1900#
She would frequently (in
56%) describe herself as educated, sometimes musical. To
strengthen the connotation of ladylikeness she may say that she is refined,
which means no vulgarity in her, that she is of irreproachable character,
implying thus her chastity and good
reputation, and only then would she mention her economic situation.
We may wonder
why education was so highly and openly valued at that time. The generation we
discuss here are people born between 1840 and 1875, which means that for the
older age groups education was not compulsory. In
It is the 40+ groups that
mention their education. Education was not free when they were children, and
may not even have been considered important or desirable for women. It is
possible to presume that women who mention their education, which was probably
beyond literacy, imply that they do not come from a poor background. The
collocations they use are fairly educated, which meant ‘properly’ or
‘completely’(courteously?). They may have implied ‘in domestic science’. In
general, they reflect the situation in the Australian educational system then:
there were no trained teachers until the 1880s, only ‘pupil teachers’. ”A pupil
teacher learnt by a kind of apprenticeship system: he taught children younger
than himself under the supervision of a master while at the same time building
up his own knowledge.”(Wood 271) The situation in the country was even worse -
there were travelling teachers, part-time schools, correspondence schools etc. In spite of legislation not everybody
had access to a decent education.
Their wished-for partners
should be able to provide for a secure home: they are described in a position
that suggests high income (doctor, tradesman, businessman). If a general
identification , such as gentleman or gent or man is used, there will always be something added
and this ‘something’ again suggests either constant income , like gentleman
in constant employment or civil servant, and even by saying educated
man – the advertisers convey that they expect the man be properly paid for
his qualification. Sometimes they do not require any constant employment
but only say with means, which again implies a man in a (relatively) high social position.
Ex.7: Lady,
40 widow, educated, private income, £250 yearly wishes introduction
educated man, £350, member of some
The picture we get is that
the advertising woman will make herself attractive by her chastity, literacy,
and property. There is no reference to her appearance, whether it be height,
colour of her hair or build. This information may deliberately be lacking under
the influence of the Church which saw
the body as a ‘vessel of sin’ that did not need any explicit promotion. The
female advertiser of the late nineteenth century is looking for a partner who
is quite high on the social ladder, thus superior to her, which means more
powerful in the relationship.
The way men
present themselves almost mirrors the requirements voiced by women. They all
present themselves in positions that evoke respect, i.e. positions with good
income. Unlike women, men usually put their good economic situation or position
immediately after their self-identification:
Ex.8: COMMERCIAL
Traveller, young, tall, £250 per annum, wishes to correspond with lady,
domesticated, with means….#Age 10.10.1896#
Again unlike women, some
men make references to their body, namely body height. They say they are tall.
Being tall means to be above the others - the connotation is that of strength
and power, of someone who can provide protection.
It also meant ‘in good
health’ because only healthy and well nourished children could grow tall. Good
health was highly valued as it implied good working potential. Another frequent
word in male advertisements is young (51%) and educated’(26%).
The first refers to female partners in 29%, and only 22% to the
self-description, the latter in 18% and
8% respectively. Other specifications refer to religion and property.
The partner’s identifications are accompanied
by the same items mentioned, i.e. property and faith. Some advertisers
wanted a domesticated lady, which meant someone who enjoys housework The
image is that of a man who can provide for his wife but some dowry is usually
expected from her. She should be educated, which may imply that she is
of a good family background. She should be
able to manage the house and share his faith. The only specified
requirement related to the body is that she should be young - this requirement
however, comes from younger advertisers, i.e. groups under 39.
To sum up. The language
gives a picture of a patriarchal society: puritan, the man being the head and
provider for the family. Property, religious faith, Protestant or Catholic, are
highly important, as is education.
The only possible way of
living with a person of the opposite sex is marriage. All the advertisers are
of the same race, nationalities are Australian, English and German.
Considering the same
factors as in the ads from the turn of the century will provide us with a
contrastive view of the situation at the turn of the millennium
and show which phenomena are still
preserved and which are new.
Here are a few examples:
Ex.9: AUSSIE GUY, single, working class live Western
Subs .Looking for a special lady to care for. Likes movies, drives, BBQ’s,
being happy, quiet times, smoker/social drinker, Single mums welcome,
nationality open, view permanent relationship #Sun.Telegraph
26.5.1996.#
Ex.10:
PROFESSIONALLY EMPLOYED financially secure, intelligent 28 yo Aussie male, slim, nice looking, clean
cut, blond hair, blue eyes, seeks nice looking lady 18-32 for perm.
relationship. #Daily Telegraph 14.3.1996#
Ex.11: ASIAN
LADIES very attractive and stylish, caring and kind hearted between 25-35, live
in
Ex.12:
BLONDE slim attractive professional medium height, late 30’s, enjoys sport,
gymnasium, the arts, dining out, seeks and intelligent, professional, mature,
caring unattached man 37-55years with a view to friendship/relationship #Age
29.6.1996#
The usual structure of
advertisements keeps the pattern of
self-description first, verb phrase ( nineteenth century wishes introduction
changed into twentieth century seeks), partner’s description and
sometimes, viewed relationship and code. Some of them, however, testify to the
impact of the modern world: exposition to commercial advertising in the media
inspires some advertisers to take over some of the techniques of commercial
advertising including exaggeration
Ex.13:
DATELESS? YES! Desperate? Almost! You too? Are you 48-58 non smoker, with sense
of humour? Why not call me and let’s find out what else we have in common. #Daily
Telegraph 4.4.1996#
Some advertisements are
rather interactional:
Ex.14: HI!
My name is
Still, most advertisements
follow the traditional, impersonal, detached mode of the third person as documented in examples 9-13.
While women at the end of the nineteenth century were identified as ladies,
widows, spinsters, and exceptionally and only by men as women, and men by their status or as gentlemen,
widowers, bachelors, less frequently as men and exceptionally gents,
a hundred years later the picture is as follows:
|
|
lady |
female |
woman |
I |
other |
|
women: self-identification |
57.6% |
6.6% |
3.4% |
5% |
27.4% |
|
men: partner’s identification |
69.3% |
9.3% |
6.2% |
2.2% |
13% |
|
|
gentleman |
gent |
guy |
male |
man |
I |
other |
|
men: self-identification |
2.5% |
16.5% |
18.3% |
28.7% |
4.4% |
6.1% |
23.5% |
|
women: partner’s
identif. |
19.6% |
20.4% |
12.9% |
7.8% |
19.8% |
5.1% |
14.4% |
The way people
identify themselves and their prospective partners indicates that there are
different perceptions of the semantics of the words. These are then clearly
manifested in the different attributes that
accompany the identifications. For example, lady seems to be
fully acceptable for both sexes while its counterpart, gentleman is more
acceptable for women, and, as our samples indicated, especially for women of an
ethnic background other than Australian. Women understand the term in the
traditional concept, i.e. educated, financially secure professional with a
sense of humour, while men primarily stress their Australian nationality,
(non)drinking and non smoking habits. Men have replaced gentleman by male and guy. They seem to
think of gentleman as being too formal. Bachelors have almost
completely disappeared. Spinster, which has gained a negative
connotation over the years, is not used any longer.
Guy is usually to be found in
the younger and youngest age groups and it has come into Australian English
from
Men who
identify themselves by their profession are people quite high on the social
ladder, like Managers, or Business Executives, i.e. in respectable positions.
None of the women identifies herself by
her job, but rather by a physical
feature she considers attractive. Sometimes
women will say they are professionals.
The word has obviously lost its negative connotation, which was ‘a prostitute’.
Another specific
feature of Australian advertisements is that almost 40% of male
advertisers put in the first position, usually in bold letters, expressions
which refer to nationality (usually Australian), and only then comes the
information on age, physical attractiveness, professional career or some other
personal trait (cf. ex.9). In women, physical attractiveness comes first in
34%, nationality only in about 14%, 40% of which are other than Australian
(usually Asian), i.e. 5.6% of the total. The data suggest that ‘Australian
nationality’, especially in men, adds to
the social status of the advertiser, and is, in a number of cases, nearly as
important as physical, mental and other personal qualities which are considered
attractive for the prospective partner.(cf. Vlckova) Other frequent words
indicate that body appearance is highly important (cf. examples above: clean
cut, slim…).The body cult put the human body in Australian on a pedestal.
(cf.Walker 194) This is manifested in
the high occurrence of attractive and slim in women and
about women while men usually state their build, usually medium
or slim, but also athletic.
The male body is not so important for women who rather state character or mental qualities, such as sincere,
intelligent, and educated. About 20% of advertisers, both men in
self-description and women in partner’s description mention a non smoker and
non- or occasional drinker. Non-smokers
may be a response to the general health awareness. But drinking? This has
obviously long been a sore point in
”The quantity of spirits drunk in
Though the purpose of personal advertising is clear to all involved,
about one third of the advertisers mention the
goal of their looking for a partner;
they do so in describing the
viewed relationship, whereby friendship
and relationship occur most frequently (males 35%, females 26%).
Wierzbicka (1997) includes ‘friendship’ in her study of key words that
are culturally revealing. She looks at collocations with ‘friend’ and finds
that they may be controversial, such
as a ‘faithful friend’ but also a
‘false friend’, a ‘steadfast friend’ but also a ‘fair weather friend’ or a
‘summer friend’. ‘Friendship’ is viewed as something permanent, as reflected in collocations such
as ‘eternal friendship’. Other collocations included the words ‘steady’ and
‘constant’.
The advertisers in our sample ‘challenge’ Wierzbicka’s claim of
‘friendship as something permanent’ as they do not see ‘friendship’ as
something ‘eternal’ or ‘steady’. ‘Friendship’ seems to have slipped into the
same usage as Wierzbicka describes in ‘friend’:..” in the old usage of the word friend, people were usually expected to
‘love’ their friends... (Now) there is a qualitative difference, which roughly
speaking, can be linked with the contrast between ‘affection’ and ‘enjoyment’….
In the older English literature, people ‘loved’ their friends, or felt and
thought of them as ‘dear’ and ‘dearest’. By contrast, in contemporary
English..., people are more likely to talk about ‘friends’ in terms of
‘enjoyment’ ‘pleasure’ and ‘fun’(51/52)
These terms can be observed in collocations such as fun &
friendship. The collocation casual
friendship even denies the fundamentals of the traditional concept of
‘friendship’: casual does not presume ‘commitment’ and ‘faithfulness’ to
another person. Nor do the advertisers who leave friendship unspecified
bring any evidence to their understanding
of the word in its traditional meaning, as most of them see it as the ‘first stage’ which may develop
into relationship.
Ex. 15: PROFESSIONAL woman, early 40s, large, attractive, sense of fun
and humour would like the company of a genuine, warm and communicative man.
Friendship first, view permanent relationship. #Weekly
Southern Courier 2.4.1996#
About 10% of
women and 16% of men would like to experience this course of development which
is 37% and 45% of those who mention friendship and/or relationship in their ads.
The definitions in The Macquarie Dictionary suggest that
‘friendship’ is a different thing than ‘relationship’:
friendship: 1. friendly feeling or disposition; 2. the state of being a
friend; 3.a friendly relation or intimacy; relationship: 1. connection; 2. connection by blood or
marriage; 3.an emotional connection between people, sometimes involving sexual
relations.
Some advertisers would go
for either of them:
Ex.16 QUIET
LIVING LADY would like to meet tall, 5′10″ plus gentleman, who is
well presented, n/s, social drinker, with a touch of class, good personality
and sense of humour, for friendship or relationship. Age 53+… #Weekly Southern Courier 31.7.1996#
Relationship
thus seems to be understood as involving more commitment, as being lasting or
permanent, as a word that substitutes for the ‘old fashioned’ ‘marriage’. And
indeed, the most frequent collocate is permanent, i.e. permanent relationship. One can
thus presume that ‘relationship’ may, in some situations replace the
traditional ‘friendship’. Western culture sometimes denies the existence of
lasting friendship between the opposite
sexes. Some of the collocates are identical with those Wierzbicka mentions in
‘friendship’: steady relationship, everlasting relationship, permanent relationship.
Permanent
relationship is usually sought by women of other nationalities (usu.Asian and
Italian) and by men who mention their Australian
nationality. Other collocates specify
the quality of relationship: meaningful relationship, loving
relationship, romantic relationship.
There are, however, also examples which contravene the hypothesis of
stability and permanency of ‘relationship’. Some advertisers do not see
‘relationship’ be limited in the terms of time and/or commitment as most
collocates suggest, but allow it a
rather free course even allowing the interpretation of ‘an occasional date’:
Ex.17: AUSSIE 40, seeks Aussie or Asian, 30-40, casual to permanent
relationship. Sports, beaches, …#Weekly
Southern Courier 31.7.#
Marriage is almost a ‘taboo’ word among the
viewed relationships, used by only 2% of males and 2.5% females. ‘Marriage’
seems to be out of date: its place has been taken over by ‘permanent relationship’ and ‘lasting
relationship’. ”‘Marriage’ is a legal union of a man with a woman for life”. (Macq.Dict.) Words suggesting life-long commitment are not
popular today as anything that may sound restricting ‘personal freedom’. Unlike
marriage, one can always walk out of a relationship as there are no documents,
no authorities one would be liable to. ‘Relationship’ is not the final stage.
Most (80%) advertisers who mention marriage see it as the culmination
of some preceding phase , i.e., of companionship, friendship or relationship:
Ex. 18: ASIAN LADY good looking …well educated, ...seeks educated man
- preferably businessman 39-46 y/o with similar interests for a long term
rel/ship, marriage …#Sun.Telegraph 26.5.1996#
All the females who mention marriage are of some foreign origin,
usually Asian. We can presume that they are affected by their ethnic culture
that is not so open to free cohabitation.
Marriage may also ensure permanent residency and some income in case the marriage breaks
up. On the other hand, men who advertise for marriage are frequently
those who give their Australian
nationality. They usually want to address Asian or ‘any nationality’ partner . Thus they convey
that they respect the traditions of other cultures and that they are ready to
take the commitment. Other advertisers mention their Christian religion. The
Church does not approve of cohabitation in a ‘relationship’ without marriage.
By saying marriage the advertisers signal they are practising believers.
The table below indicates
the percentage in viewed relationship:
|
|
f/ship |
f/ship ®relationship |
rel/mar |
marriage |
|
Males |
5.2% |
15.7% |
12% |
2% |
|
Females |
3% |
10% |
11% |
2.5% |
The era at the
turn of the millennium is being criticised for its materialism. The words in
the advertisements from the 1990s suggest that
people who advertise do not see the basis of their relationship in
materialistic values. They seem to be happy with what they have. They do not
want to be bound to any physical property (though women look for financial
security in men). On the contrary, they want their life be enjoyable without
too many worries and perhaps also
without many responsibilities. Chastity is no longer required but stress is put
on a person’s appearance. People look for partners to share cultural events and
other experiences, such as walking in the bush. They do not want to make any
lifetime obligations such as marriage, the lexical expression of which has been replaced by relationship,
usually permanent, i.e. without being confirmed legally. Some other
collocations support this claim of freedom from obligation even more (casual
relationship). To be able to do this, to be relatively free, do enjoyable
activities, requires one precondition be fulfilled, and that is a person’s
material or financial security which will enable such way of life. This
phenomenon is not explicit in the advertisements but presumed. Only the future
will reveal what these approaches to life in individuals
will bring to
Works cited:
Baker,S.J. (1996). The Australian
Language. Currawong Publishing Co.
Langsdorf, V. (1994). The Language of Personal
Advertising. Unpubl. M.A.
thesis.University of
The
The Pocket
Rauf, S.M.A (1988). Culture and
Reading Comprehension. Forum. Vol.2, April, 44-46.
Stolt, B. (1976). Hier bin ich! – Wo
bist du? Kronberg Scriptor Verlag.
Stubbs, M. (1996). Text and Corpus
Analysis.
Vlčková, J. (1999). Do They Mean What They Say?
Nationalism and Racial Coding in
Australian Personal Advertisements. In: Wimmer, A.(ed.): Australian Nationalism
Reconsidered. Stauffenburg Verlag.
Wood, F.L.W. (1944). A Concise History of
Wierzbicka, A. (1997). Understanding
Cultures Through Their Key Words.
OUP
Walker, D. et al.(ed.) (1994). Bodies. Australian
Cultural History. No
Programs used:
Wordcruncher.(1989). ETC
TACT/tact1.html
Bibliografický
údaj: VLČKOVÁ, J. Social
Values, Their Linguistic Coding and Changes Through Time. (Australian
personal ads over the span of one hundred years 1890-1990ies). Brno Studies in
English 8, 2002, s. 91-102.