Kurzwörter in der Firmenkommunikation am Beispiel der Unternehmen Volkswagen AG und ŠKODA AUTO a.s.
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Abstract
Tato bakalářská práce se zabývá zkoumáním slovních výrazů, lingvisty nazývaných jako zkratky, a jejich užitím a významem ve firemní komunikaci. V první teoretické části jsou na základě odborné literatury shrnuty dosavadní poznatky, nahlížející na zkratky z pohledu různých jazykovědných disciplín a zabývající se jejich typologií a funkcí. Zdrojem pro praktickou část jsou německy psané texty společností Volkswagen AG a ŠKODA AUTO a.s. Tato část je založena na systematické analýze, zahrnující porovnávání fonologických, morfologických a sémantických vlastností vyskytujících se zkratek, a následném určení jejich využití a komunikativní funkce. Cílem práce je nejen klasifikace zkratek, ale i nalezení odpovědi na otázku, proč dochází k narůstající tendenci užívání těchto slovních výrazů.
This bachelor thesis deals with a class of lexical expressions referred to in academic literature as short words and their usage and function in written corporate communication. First, the scientific literature relevant to this research topic is reviewed and different types of short words and their functions are defined. Next, the data analysed in this study and the methods used in doing so are introduced. In particular, corporate texts of Volkswagen AG and ŠKODA AUTO a.s., all of them written in German, are presented as the corpus on which this research is based. The empirical section of this thesis presents systematic analyses of short words from the data including the comparison of the short words' phonological, morphological, and semantic properties, their usage and communicative functions. The aim of the thesis is not only to categorize short words in the context of written corporate communication, but also to identify reasons and causes for a recent increase in the usage of short words.
This bachelor thesis deals with a class of lexical expressions referred to in academic literature as short words and their usage and function in written corporate communication. First, the scientific literature relevant to this research topic is reviewed and different types of short words and their functions are defined. Next, the data analysed in this study and the methods used in doing so are introduced. In particular, corporate texts of Volkswagen AG and ŠKODA AUTO a.s., all of them written in German, are presented as the corpus on which this research is based. The empirical section of this thesis presents systematic analyses of short words from the data including the comparison of the short words' phonological, morphological, and semantic properties, their usage and communicative functions. The aim of the thesis is not only to categorize short words in the context of written corporate communication, but also to identify reasons and causes for a recent increase in the usage of short words.
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Německá slovotvorba, zkratky, firemní komunikace, princip jazykové ekonomie, German word formation, short words, corporate communication, principle of economy