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Komparace Jazykovéch Prostěedkģ V Ćeské A

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Komparace Jazykovéch Prostěedkģ V Ćeské A -,+2ý(6.È81,9(5=,7$9 ý(6.é&+%8'ċ-29,&Ë&+ 3('$*2*,&.È)$.8/7$ .$7('5$ý(6.e+2-$=<.$$/,7(5$785< ',3/2029È35È&( .203$5$&(-$=<.29é&+35267ě('.ģ V ý(6.e$1ċ0(&.e0$5.(7,1*29e.2081,.$&,6( =$0ċě(1Ë01$359.<0(',È/1Ë0$1,38/$&( The comparison of language means in Czech and German marketing communication, focusing on elements of media manipulation $XWRUSUiFH/HQND.RVDĜRYi 6WXGLMQtRERUýM-Nj/Sâ 9HGRXFtSUiFHdoc. 3K'U'DQLHO%tQD3K' .RQ]XOWDQWND0JU(YD1LNOHVRYi 2011 3URKODãXMLåHVYRMLGLSORPRYRXSUiFLMVHPY\SUDFRYDODVDPRVWDWQČSRX]HV SRXåLWtP SUDPHQĤDOLWHUDWXU\XYHGHQêFKY VH]QDPXFLWRYDQpOLWHUDWXU\ 3URKODãXMLåHYVRXODGXVE]iNRQDþ6EY SODWQpP]QČQtVRXKODVtPVH ]YHĜHMQČQtP VYpGLSORPRYpSUiFHDWRY QH]NUiFHQpSRGREČ- v ~SUDYČY]QLNOp Y\SXãWČQtPY\]QDþHQêFKþiVWtDUFKLYRYDQêFK3HGDJRJLFNRXIDNXOWRXHOHNWURQLFNRX FHVWRXYHYHĜHMQČSĜtVWXSQpþiVWLGDWDEi]H67$*SURYR]RYDQp-LKRþHVNRXXQLYHU]LWRX v ýHVNêFK%XGČMRYLFtFKQDMHMtFKLQWHUQHWRYêFKVWUiQNiFKDWRVH]DFKRYiQtPPpKR DXWRUVNpKRSUiYDN RGHY]GDQpPXWH[WXWpWRNYDOLILNDþQtSUiFH6RXKODVtPGiOHV WtP DE\WRXWpåHOHNWURQLFNRXFHVWRXE\O\Y souladu s XYHGHQêPXVWDQRYHQtP]iNRQD þ 111/1998 6E]YHĜHMQČQ\SRVXGN\ãNROLWHOHDRSRQHQWĤSUiFHL ]i]QDPR SUĤEČKXD YêVOHGNXREKDMRE\NYDOLILNDþQtSUiFH5RYQČåVRXKODVtPV SRURYQiQtPWH[WXPp NYDOLILNDþQtSUiFHV GDWDEi]tNYDOLILNDþQtFKSUDFt7KHVHVF]SURYR]RYDQRX1iURGQtP UHJLVWUHPY\VRNRãNROVNêFKNYDOLILNDþQtFKSUDFtDV\VWpPHPQDRGKDORYiQtSODJLiWĤ ýHVNp%XGČMRYLFH21. 11. 2011 /HQND.RVDĜRYi 3RGČNRYiQt 'ČNXML YHGRXFtPX VYp GLSORPRYp SUiFH doc. 3K'U 'DQLHOX %tQRYL 3K' ]D SRVN\WQXWtFHQQêFKUDGSĜLSRPtQHND]DRGERUQpYHGHQtSĜLSVDQtGLSORPRYpSUiFH 'iOHGČNXML0JU(YČ1LNOHVRYp]DSRPRFSRGSRUXDRFKRWXEČKHPNRQ]XOWDFt. V QHSRVOHGQt ĜDGČ WDNp 0JU. 'HQLVH +UXãNRYp ]D SRPRF SĜL SĜHNODGX DQJOLFNêFK YêUD]Ĥ Anotace 3ĜHGNOiGDQi SUiFH VH ]DEêYi DNWXiOQtP WpPDWHP jazykem reklam. V þDVRYpP REGREtRG 14. 1. 2009 do 25. 5. 2009 E\ODVKURPDåćRYiQDUHNODPQtVGČOHQtNWHUiE\OD RWLãWČQD Y þHVNêFK D QČPHFNêFK WLãWČQêFK PpGLtFK /LGRYp QRYLQ\, Aha, Blesk, 6GGHXWVFKH Zeitung, Dresdner Morgen Post a Bild Dresden). 9\EUDQi UHNODPQt VGČOHQtMVRXUR]WĜtGČQDVH]ĜHWHOHPNRULHQWDFLGDQpKRWLVNXSRVOp]HMVRXUR]GČOHQDGR QČNROLNDRNUXKĤGOHVYpKR]DPČĜHQtDGiOHMVRXĜD]HQD podle hojQRVWLYêVN\WXY GDQp VNXSLQČ 3UiFHMHUR]GČOHQDQDGYČKODYQtþiVWL1DþiVWWHRUHWLFNRXNWHUi MHVRXVWĜHGČQDQD Y\PH]HQt D REMDVQČQt NOtþRYêFK SRMPĤ MHå s GDQRX SUREOHPDWLNRX VRXYLVt, D QD þiVW SUDNWLFNRXNWHUiVHEXGH]DEêYDWNRQNUpWQtPLPpGLLDSĜHGVWDYXMHMLåVDPRWQêUR]ERU VKURPiåGČQpKR PDWHULiOX 6DPRWQpPX UR]ERUX SĜHGFKi]t EOLåãt VH]QiPHQt se s MHGQRWOLYêPLPpGLLDV RNUXK\UHNODPGRQLFKåMVRXNRQNUpWQtUHNODPQtVGČOHQtĜD]HQD &tOHPSUDNWLFNpþiVWLWpWRSUiFHMHSRURYQiQtMD]\NRYêFKMHYĤY þHVNêFKDY QČPHFNêFK WLãWČQêFK PpGLtFK D Y\YR]HQt ]iYČUX R SRGREQRVWL QHER QHSRGREQRVWL GDQêFK prosWĜHGNĤ XåtYDQêFK SĜL WYRUEČ PDUNHWLQJRYp NRPXQLNDFH V ]iYČUX SUiFH MVRX VKUQXW\]tVNDQpSR]QDWN\] UR]ERUXD]DQDOê]\UHNODPQtFKWH[WĤ Abstract Presented work deals with the current theme, language of advertisements. All collected material was published in the period since 14th January until 25th May 2009 in the Czech press (/LGRYp QRYLQ\ $KD %OHVN) and the German print media (6GGHXWVFKH =HLWXQJ 'UHVGQHU 0RUJHQ 3RVW and Bild Dresden). Selected advertisements are classified with respect to the orientation of the press, then they are divided into several areas according to their specialization and they are sorted by the abundance of the group. The work is divided into two main parts. The theoretical part, which is focused on defining and clarifying key concepts that relate to this topic and a practical part which will deal with specific media and is no longer stand alone analysis of the collected material. Prior to the actual analysis, there is a closer introduction of each media and advertising cycle within, which are the actual ads classified. The aim of the practical part of this work is to compare the language phenomena in Czech and German print media, and to draw conclusions about similarities or dissimilarities of the devices that are currently used in the creation of marketing communications. The conclusion summarizes the lessons learned from the studying and analysis of advertising texts. ÒYRG ........................................................................................................................................... 12 I. 7(25(7,&.ÈýÈ67 ................................................................................................. 15 1. REKLAMA .............................................................................................................. 15 1.1. 7HRUHWLFNpY\PH]HQt ......................................................................................... 15 1.2. Druhy reklam .................................................................................................... 18 1.2.1. 7LãWČQiUHNODPD ............................................................................................. 21 1.3. 5HNODPDDVSROHþQRVW ........................................................................................ 21 2. 0e',$ ..................................................................................................................... 23 2.1. 9]WDKUHNODP\DPpGLt ...................................................................................... 23 2.2. 7LãWČQiPpGLD .................................................................................................... 23 2.2.1. 0DVRYêWLVNDVHULy]QtWLVN ........................................................................... 24 3. JAZYK REKLAM ................................................................................................... 25 3.1. 1HMYtFHVHY\VN\WXMtFtD] KOHGLVNDYê]NXPXUHOHYDQWQtMD]\NRYpSURVWĜHGN\ NWHUêPLMVRXUHNODPQtVGČOHQtWYRĜHQD ........................................................................... 32 3.1.1. Imperativ ....................................................................................................... 32 3.1.2. 3ĜtGDYQiMPpQDþDVWRVSRMRYDQiV marketinJRYRXNRPXQLNDFt ................... 33 3.1.3. 6SHNWUXPOH[LNiOQtFKMHGQRWHNV SR]LWLYQtPSV\FKRORJLFNêPSĤVREHQtP ... 34 3.1.4. 1DYR]HQtNRQWDNWXVH]iND]QtNHP ................................................................ 34 3.1.5. Personifikace ................................................................................................ 35 3.1.6. Kontrast ........................................................................................................ 36 3.1.7. Gradace ......................................................................................................... 36 3.1.8. 2Wi]ND ........................................................................................................... 36 4. -$=<.29È.2032=,&(5(./$01Ë&+7(;7ģ ...................................... 37 4.1. 6WUXNWXUDUHNODPQtKRWH[WX................................................................................ 37 4.1.1. Titulek ........................................................................................................... 38 4.1.2. +ODYQtVWDĢ .................................................................................................... 39 4.1.3. Slogan ........................................................................................................... 39 4.1.4. Logo .............................................................................................................. 41 4.1.5. =QDþNDQi]HY ................................................................................................ 41 II. 35$.7,&.ÈýÈ67.................................................................................................... 43 5. 9<0(=(1Ë678',($&Ë/$1$/é=< ............................................................. 43 6. 7,â7ċ1È0e',$ ................................................................................................... 46 6.1. /,'29e129,1< .......................................................................................... 46 6.1.1. 5HNODP\SURSDJXMtFtDXWRPRELO\DRULJLQiOQtDXWRPRELORYpGtO\ ................ 46 6.1.2. 5HNODP\SURSDJXMtFtILQDQþQtSURGXNW\ ....................................................... 47 6.1.3. 5HNODP\SURSDJXMtFtPRELOQtRSHUiWRU\DMHMLFKVOXåEy ............................... 48 6.1.4. 5HNODP\SURSDJXMtFtGURJLVWLFNp]ERåt ........................................................ 49 6.1.5. 5HNODP\SURSDJXMtFtGRSOQČNVWUDY\DOpN\ ................................................. 50 6.2. AHA a BLESK ................................................................................................ 51 6.2.1. 5HNODP\SURSDJXMtFtSRWUDYLQ\ .................................................................... 51 6.2.1. 5HNODP\SURSDJXMtFtautomobily ................................................................. 52 6.2.2. 5HNODP\SURSDJXMtFtPRELOQtRSHUiWRU\DMHMLFKVOXåE\ ............................... 52 6.2.3. 5HNODP\SURSDJXMtFtILQDQþQtSURGXNW\DVOXåE\ ......................................... 53 6.2.4. Reklamy SURSDJXMtFtGRSOĖN\VWUDY\ ............................................................ 53 6.2.5. 5HNODP\SURSDJXMtFtGURJLVWLFNp]ERåt ........................................................ 53 6.3. 6h''(876&+(=(,781* ......................................................................... 54 6.3.1. 5HNODP\SURSDJXMtFtILQDQþQtSURGXNW\ ....................................................... 54 6.3.1. 5HNODP\SURSDJXMtFtGRSUDYX....................................................................... 55 6.3.2. 5HNODP\SURSDJXMtFtDXWRPRELO\ ................................................................. 55 6.3.3. 5HNODP\SURSDJXMtFtHOHNWURQLFNp]ERåt ...................................................... 56 6.3.4. 5HNODP\SURSDJXMtFtPRELOQtRSHUiWRU\
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