C 2010

Matchmaking Advertisements and Societal Values

VLČKOVÁ, Jitka

Basic information

Original name

Matchmaking Advertisements and Societal Values

Name in Czech

Seznamovací inzeráty a společenské hodnoty

Authors

VLČKOVÁ, Jitka (203 Czech Republic, guarantor, belonging to the institution)

Edition

1. vyd. München, Languages in the Integrating World, p. 175-188, 14 pp. LINCOM Studies in Communication, 2010

Publisher

Lincom Europa

Other information

Language

English

Type of outcome

Kapitola resp. kapitoly v odborné knize

Field of Study

60200 6.2 Languages and Literature

Country of publisher

Germany

Confidentiality degree

není předmětem státního či obchodního tajemství

RIV identification code

RIV/00216224:14210/10:00047624

Organization unit

Faculty of Arts

ISBN

978-3-86290-200-2

Keywords in English

Stylistic Analysis; Linguistic and Cultural Integration; Societal Values

Tags

Tags

International impact, Reviewed
Změněno: 3/5/2011 16:25, PhDr. Jitka Vlčková, Ph.D.

Abstract

V originále

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).

Links

GA405/07/0652, research and development project
Name: Integrace v jazycích - jazyky v integraci
Investor: Czech Science Foundation, Integration in Languages - Languages in integration