The Phonetics of Advertising in terms of Perception Assessment

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F17%3A63517710" target="_blank" >RIV/70883521:28130/17:63517710 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Phonetics of Advertising in terms of Perception Assessment
Original language description
The presented work “The Phonetics of Advertising in terms of Perception Assessment” in the first, theoretical, part focuses attention on literary sources focused on spoken speeches, namely on language elements of various Czech pronunciation styles and characterizes both radio as a medium and basic principles of the theory and practical aspects of radio advertising. It outlines the grounds for description of phonetic aspects at both segmental and suprasegmental level. It provides basic features describing phonetic characteristics of the Czech language in light of its orthoepic standard. Based on the results of a quantitative survey and namely the perception tests, the goal of the paper is to show potential applicability of phonetics in marketing communications, specifically concerning the variability of the verbal part of commercials reflecting different products and target consumer groups, i.e. to show the potential the Czech language is offering at present and ways of making the most of this potential in radio advertising.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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