The Phonetics of Advertising in terms of Perception Assessment

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Phonetics of Advertising in terms of Perception Assessment

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The Phonetics of Advertising in terms of Perception Assessment

Popis výsledku anglicky

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.

Druh

B - Odborná kniha

CEP obor

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OECD FORD obor

50800 - Media and communications

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

ISBN

978-80-7454-688-4

Počet stran knihy

198

Název nakladatele

Univerzita Tomáše Bati ve Zlíně

Místo vydání

Zlín

Kód UT WoS knihy

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