Reklama v Českých zemích v 19. století jako příklad akulturačního přenosu hospodářské inovace

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F14%3A43924323" target="_blank" >RIV/49777513:23510/14:43924323 - isvavai.cz</a>

Výsledek na webu

<a href="http://antropologie.zcu.cz/webzin/index.php/webzin/article/view/197" target="_blank" >http://antropologie.zcu.cz/webzin/index.php/webzin/article/view/197</a>

DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

Reklama v Českých zemích v 19. století jako příklad akulturačního přenosu hospodářské inovace

Popis výsledku v původním jazyce

The study explains some aspects of the development of Czech modern advertising in the 19th century. The study uses an analysis of the dis- course about the content of the term "reklama" (ie advertising). Author criticizes professionally unsubstantiated thesis about historical origin of Czech modern advertising, which appear in the primary and secondary literature. The study re- jects the concept of local development Czech ad- vertising. According to the author it is necessary to combine emergence advertising (in the 19th cen- tury) with the process of acculturation. Process of acculturation began in the first half of the 19th century. Transfer of innovation took place in the direction from the center to the periphery. The traditional form of the offersof goods was mainly verbal, vocal and audio vocal. Acculturation reac- tion has brought preferences of visual and literary forms. Acculturation was also a conflict between high and low culture.

Název v anglickém jazyce

Czech advertising in the 19th century as an example of acculturation transfer of economical inovation

Popis výsledku anglicky

The study explains some aspects of the development of Czech modern advertising in the 19th century. The study uses an analysis of the dis- course about the content of the term "reklama" (ie advertising). Author criticizes professionally unsubstantiated thesis about historical origin of Czech modern advertising, which appear in the primary and secondary literature. The study re- jects the concept of local development Czech ad- vertising. According to the author it is necessary to combine emergence advertising (in the 19th cen- tury) with the process of acculturation. Process of acculturation began in the first half of the 19th century. Transfer of innovation took place in the direction from the center to the periphery. The traditional form of the offersof goods was mainly verbal, vocal and audio vocal. Acculturation reac- tion has brought preferences of visual and literary forms. Acculturation was also a conflict between high and low culture.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název periodika

Antropowebzin

ISSN

1801-8807

e-ISSN

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Svazek periodika

3-4

Číslo periodika v rámci svazku

3-4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

7

Strana od-do

131-138

Kód UT WoS článku

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EID výsledku v databázi Scopus

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