"Stylov\u00E1 podoba sou\u010Dasn\u00E9 rusk\u00E9 reklamy" . . . "Brandner, Ale\u0161" . "2006-01-01+01:00"^^ . . "[D186AA3DDE60]" . . "The Wording of the Contemporary Russian Advertising"@en . . "1"^^ . "8"^^ . . "V p\u0159\u00EDsp\u011Bvku se sleduje jazykov\u00E9 a stylov\u00E9 ztv\u00E1rn\u011Bn\u00ED reklamn\u00EDch text\u016F. Reklamn\u00ED texty siln\u011B ovliv\u0148uj\u00ED sou\u010Dasnou \u0159e\u010Dovou komunikaci. Z hlediska stylistick\u00E9ho p\u0159edstavuje reklama osobit\u00FD typ manipulativn\u00EDho textu s r\u016Fznou m\u00EDru persvazivnosti.Styl reklamy m\u00E1 se stylem publicistick\u00FDm spole\u010Dnou funkci informativn\u00ED vedle funkce ovliv\u0148ovac\u00ED, z\u00EDsk\u00E1vac\u00ED a p\u0159esv\u011Bd\u010Dovac\u00ED. Reklamn\u00ED text jako v\u00FDpov\u011Bdn\u00ED typ stoj\u00ED na pomez\u00ED v\u0161ech funk\u010Dn\u00EDch styl\u016F. N\u011Bkte\u0159\u00ED lingvist\u00E9 pova\u017Euj\u00ED reklamn\u00ED komunik\u00E1t za nov\u00FD funk\u010Dn\u00ED styl." . "Ostrava" . "80-7368-209-5" . "Ostrava" . . "Stylov\u00E1 podoba sou\u010Dasn\u00E9 rusk\u00E9 reklamy" . . "RIV/00216224:14210/06:00017955!RIV11-MSM-14210___" . . "Ostravsk\u00E1 univerzita v Ostrav\u011B. Filozofick\u00E1 fakulta" . "In account, we have focused on the wording of the contemporary Russian advertising. Advertising communication is considered a phenomen of todays postmodern society. The merely informative character of advertising communication is gradually disappearing, being replaced by influence and stimulation of demand. The advertising slogan is an obligatory part of the advertising communication item. The sentence analysis demonstrates the very nonstandard character of advertising slogans, as it incorporates the typical elements of all functional styles."@en . "Contemporary russian advertising form of russian advertising linguistic aspects of advertising communication postmodern society informative character of advertising communication advertising slogan"@en . . "14210" . . "Pocta Ev\u011B Mrha\u010Dov\u00E9. K \u017Eivotn\u00EDmu jubileu doc. PhDr. Evy Mrha\u010Dov\u00E9, CSc." . . "S" . "1"^^ . "502352" . "The Wording of the Contemporary Russian Advertising"@en . . "RIV/00216224:14210/06:00017955" .