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Bibliografická citace

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BK
Ostrava : University of Ostrava, Faculty of Arts, 2007
263 s. : il. ; 21 cm

objednat
ISBN 978-80-7368-266-8 (brož.)
Přeloženo z češtiny
Obsahuje bibliografii na s. 249-263
Část. český text
Masmédia - komunikace přesvědčovací - Česko - monografie
Persuaze - masmédia - monografie
Reklama - texty reklamní - analýza jazyková - Česko - monografie
Reklama a propagace - Česko - monografie
Žurnalistika - persuaze - monografie
000077735
Contents // Foreword...9 // Mass Communication and Marketing Communication...13 // Hana Srpová // 1 Mass communication...13 // 2 The media...14 // 3 Theories on the influence of the media...18 // 4 Models of mass communication...22 // 5 Marketing communication and advertising...25 // 6 Symbiosis of journalistic and advertising discourses...27 // Manipulation and Persuasion...33 // Hana Srpová // New Trends in the Czech Media...43 // Pavel Pád // Television: the phenomenon of the second half of the twentieth century.44 // “We have been enjoying Nova for twelve years”...48 // Europe and America...50 // The media and politics in the new situation...52 // Persuasion and Manipulation in Political Journalism...57 // Jaroslav Bartošek // 1 Introduction...57 // 2 General concepts and terms...60 // 3 Influencing in political discourse...65 // 4 Analyzed daily newspapers...71 // 5 Topics analyzed, relation of the press to the topics...72 // 6 Producers of the analyzed texts...73 // 7 Linguistic means of influencing...78 // 8 Means of influencing...87 // 9 Conclusion...93 // Persuasion Through Words and Images // The Effects of the Mass Media // on Political Communication... // Pavel Pád // Empirical surprises: media innocence... // Political communication and consumer advertising... // On the decisive significance of the communicative situation... // On changes in cultural norms and the tabloidization of the media ... Post-election postscript... // Target Group - The Decisive Factor
// in the Form of Advertising... // Hana Srpová // 1 Children... // 1.1 Children in the main role... // 1.2 Children as target group... // 1.3 Summary... // 2 Teenagers... // 2.1 Teenagers in a double role - as object and target group... // 2.2 Specific features of texts in advertisements for teenagers. // 2.3 Summary... // 3 Women... // 3.1 Women in the main role... // 3.2 Specific features of texts in advertisements for women... // 3.3 Summary... // 4 Men... // 4.1 Men as the objects and target group of advertising... // 4.2 Specific features of texts in advertisements for men. // 4.3 Summary... // 5 Conclusion... // Cultural and Linguistic Sources // of Persuasion in Czech Advertising... // Svetla Cmejrková // 1 Allusion to Czech culture, history and ethnicity... // 1.1 The topos of shared origin... // 1.2 Folk proverbs and sayings, // common knowledge, and Czech cars... // 1.3 Czech history, the Czech language, and Czech beer... // 1.4 Ethnic stereotypes of other cultures... // 1.5 The ethnic stereotype // of Czech-ness in the eyes of foreigners... // 1.6 Parody of advertising discourse... // 2 The suggestiveness of advertising messages... // .95 // ..96 // 100 // 104 // 107 // .111 // 113 // ..116 .. 116 ..119 ..127 .. 128 ..128 ..130 ..131 ..132 ..132 ..139 ..142 ... 143 ... 143 ...148 ...151 ...152 // 155 // ..156 // ..156 // ..157 // ..160 // ..163 // ... 164 ... 168 ...169 // 6 // p // Persuasion Through Words and images // 2.1 Advertising as dialogue with the receiver...169
// 2.2 Addressing receivers and manipulating their space...172 // 2.2.1 Grammatical manipulation...173 // 2.2.2 The magical function of addressing...175 // 2.3 Analysis of advertising speech acts...176 // 2.3.1 The cooperative principle...177 // 2.3.2 The politeness principle...179 // 2.3.3 The‘face’of the receiver...181 // 3 Advertising as parasite: // from the Ten Commandments to election manifestos...183 // 3.1 Carriers of advertising messages...183 // 3.2 Allusions to unique texts...184 // 3.3 Allusions to text schemata...186 // 3.4 Advertising and political discourse...188 // 4 Conclusion: Persuasiveness and sincerity...191 // Nonverbal Elements of Persuasion // in Journalism and Advertising...201 // Alena Jaklová // 1 Nonverbal elements of persuasion in journalism...201 // 2 Nonverbal elements of persuasion in advertising...210 // 2.1 Nonverbal elements in printed advertising...211 // 2.2 Text and lettering in advertising...216 // 2.3 Image...226 // 2.4 Colour...231 // 2.5 Motifs in advertising images...236 // 2.6 Image and text...238 // 3 Conclusion...246 // Literature...247 // 7

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