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  • The paper describes several key communication strategies used in commercial media texts in English and Czech. The author first characterizes the genre, outlining the specific communicative situation from which these texts arise, and then discusses how communication strategies emerge from this situation and may be deployed in order to shape and manipulate relationships between the participants in the communication. The paper focuses primarily on three types or groups of strategies: strategies for the evaluation of the product, strategies for representing the status and role of the reader/potential consumer, and strategies for manipulating the relationship between the reader/potential consumer and the producer.
  • The paper describes several key communication strategies used in commercial media texts in English and Czech. The author first characterizes the genre, outlining the specific communicative situation from which these texts arise, and then discusses how communication strategies emerge from this situation and may be deployed in order to shape and manipulate relationships between the participants in the communication. The paper focuses primarily on three types or groups of strategies: strategies for the evaluation of the product, strategies for representing the status and role of the reader/potential consumer, and strategies for manipulating the relationship between the reader/potential consumer and the producer. (en)
  • Studie se zaměřuje na některé klíčové komunikační strategie užívané v anglicky a česky psaných textech komerční publicistiky. Vychází z žánrové charakteristiky s vymezením specifické komunikační situace, v níž texty vznikají, ukazuje, jak daná situace podmiňuje vznik určitých komunikačních strategií a jak mohou být dále rozvíjeny a účinně využity k formování vztahů mezi účastníky komunikace a jejich manipulaci. Analýza se soustředí především na tři typy či skupiny strategií: strategie pro hodnocení produktu, strategie ztvárňující status a roli čtenáře/potenciálního spotřebitele a strategie manipulující vztah mezi čtenářem/potenciálním spotřebitelem a producentem. (cs)
Title
  • Communication strategies in commercial media texts
  • Communication strategies in commercial media texts (en)
  • Komunikační strategie v komerční publicistice (cs)
skos:prefLabel
  • Communication strategies in commercial media texts
  • Communication strategies in commercial media texts (en)
  • Komunikační strategie v komerční publicistice (cs)
skos:notation
  • RIV/61988987:17250/08:A0900TUC!RIV09-GA0-17250___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • P(GA405/07/0176)
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 360469
http://linked.open...ai/riv/idVysledku
  • RIV/61988987:17250/08:A0900TUC
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • commercial discourse; communication strategies; covert strategies; product evaluation; substitute paradigms; reader representation; writer representation; writer-reader relationship; synthetic personalization (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [F9CCE7BCB903]
http://linked.open...v/mistoKonaniAkce
  • Ostrava
http://linked.open...i/riv/mistoVydani
  • Ostrava
http://linked.open...i/riv/nazevZdroje
  • Autorský záměr a jeho cesta k adresátovi
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...vavai/riv/projekt
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Hopkinson, Christopher
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
http://purl.org/ne...btex#hasPublisher
  • Ostravská univerzita v Ostravě. Filozofická fakulta
https://schema.org/isbn
  • 978-80-7368-592-8
http://localhost/t...ganizacniJednotka
  • 17250
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