Advertising on till receipts in socialist Czechoslovakia: language, argumentation and ideology

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00023272%3A_____%2F21%3A10135095" target="_blank" >RIV/00023272:_____/21:10135095 - isvavai.cz</a>

Result on the web

<a href="https://www.emerald.com/insight/content/doi/10.1108/JHRM-12-2019-0051/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/JHRM-12-2019-0051/full/html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/JHRM-12-2019-0051" target="_blank" >10.1108/JHRM-12-2019-0051</a>

Result language

angličtina

Original language name

Advertising on till receipts in socialist Czechoslovakia: language, argumentation and ideology

Original language description

This paper aims to provide a description of the language of advertising in socialist Czechoslovakia (1948-1989) and to offer an understanding of its nature. It focuses on significant linguistic characteristics of the discourse and on the means of argumentation and persuasion. Linguistic investigation of the grammar and pragmatics of language used and content analysis studying the lexical level of ads while also considering the broader context in the way of discourse analysis. The paper shows that statements are the most frequent utterance type across all the decades and appeals, which one could associate with a direct and strong addressee orientation (and, perhaps, authoritarian system, too), are only present marginally. Concerning what is advertised, the promotion of manufacturer/seller is frequent compared to specific products. A category of product type was relatively important, especially in the 1950s and 1960s. Unlike capitalist advertising, socialist promotion shows also instances of socio-educational and state-political promotion. As no such study was conducted so far, this paper shows that Czechoslovak socialist advertising constructed an imagination that was very much dependent on consumerism just like advertising in Western capitalist countries, and at the same time, it was reflecting specific socio-political circumstances.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

60202 - Specific languages

Project

<a href="/en/project/GA18-24439S" target="_blank" >GA18-24439S: Cosumer Imagination of the Communist Dictatorship. Czechoslovak Advertisement in the Post-war Era.</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Historical Research in Marketing

ISSN

1755-750X

e-ISSN

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Volume of the periodical

13

Issue of the periodical within the volume

1

Country of publishing house

GB - UNITED KINGDOM

Number of pages

26

Pages from-to

18-43

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85098094144