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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

60202 - Specific languages

Projekt

<a href="/cs/project/GA18-24439S" target="_blank" >GA18-24439S: Spotřební imaginace komunistické diktatury. Československá reklama v poválečném období.</a><br>

Návaznosti

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

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Journal of Historical Research in Marketing

ISSN

1755-750X

e-ISSN

—

Svazek periodika

13

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

26

Strana od-do

18-43

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85098094144