Charakteristika internetové reklamy (s důrazem na reklamu v oblasti vzdělávání)

Title in English The Characteristics of Internet Advertising (with an Emphasis on Advertising in Education)

RYSOVÁ Kateřina

Year of publication 2018
Type Article in Proceedings
Conference Mladá slavistika III. Slavistika mezi generacemi
MU Faculty or unit

Faculty of Arts

Keywords online advertising; advertising in education; stylistics; style
Description In the introductory part of the article, we briefly introduced theoretical knowledge of advertising and using specialized literature, we defined the basic concepts. We focused on the concept of style and we characterized the style of advertising. In the second part, we concentrated on the style of the contemporary Czech and Russian online advertising which we described on the basis of Internet text advertising. On specific examples, we illustrated selected means of language, typical for advertising in the field of education and we outlined the basic features of the advertising style. Above all, we focused on the means of language that are used to make contact with the advertising addressee, how to appeal to the reader, the vocabulary and some of the syntactic means used in advertising texts.
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