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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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