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BK

Ostrava : University of Ostrava, Faculty of Arts, 2007

263 s. : il. ; 21 cm

ISBN 978-80-7368-266-8 (brož.)

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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

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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 - Světla Čmejrková // 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 // 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