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@inbook{931309, author = {Vlčková, Jitka}, address = {München}, booktitle = {Languages in the Integrating World}, edition = {1}, keywords = {Stylistic Analysis; Linguistic and Cultural Integration; Societal Values}, language = {eng}, location = {München}, isbn = {978-3-86290-200-2}, pages = {175-188}, publisher = {Lincom Europa}, title = {Matchmaking Advertisements and Societal Values}, year = {2010} }
TY - CHAP ID - 931309 AU - Vlčková, Jitka PY - 2010 TI - Matchmaking Advertisements and Societal Values VL - LINCOM Studies in Communication PB - Lincom Europa CY - München SN - 9783862902002 KW - Stylistic Analysis KW - Linguistic and Cultural Integration KW - Societal Values N2 - Matchmaking advertisements are texts which are created by laymen, who, in the attempt to attract the right partner, present themselves in ways which reflect the recognized societal values.The paper examines data taken from Czech newspapers Mlada fronta and Lidove noviny and contrasts them with The Times, The Guardian and The Observer over the period of 15 years, i.e. from 1990ies to 2010.British advertisers put stress on appearance, sometimes using expressions that are common in commercial advertising (stunning blonde). The ads in Czech point more to character qualities and interests. Both British and Czech advertisers demonstrate reluctance to permanent bonds (marriage). ER -
VLČKOVÁ, Jitka. Matchmaking Advertisements and Societal Values. In \textit{Languages in the Integrating World}. 1st ed. München: Lincom Europa, 2010, p.~175-188. LINCOM Studies in Communication. ISBN~978-3-86290-200-2.
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