Reflexe koronavirové pandemie v jazyce reklamních textů
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Abstract
Práce je zaměřena na reklamní texty z let koronakrize 2020-2021. V teoretické části bude vymezena reklama z hlediska jazyka i marketingu a její typologie. Důraz je kladen na praktickou část práce, kde budou vybrané komunikáty podrobeny formálně-sémantické analýze, ke každému komunikátu bude uveden komentář k jazykovým jevům souvisejícím s pandemií. Cílem práce je zjistit, zda, případně jakým způsobem, ovlivnil covid-19 jazyk reklamních textů a jestli se koronavirové neologismy promítly i do reklamy.
The work is focused on advertising texts from the years of the corona crisis 2020-2021. In the theoretical part, advertising will be defined in terms of language and marketing and its typology. Emphasis is placed on the practical part of the work, where the texts will be subjected to a formal-semantic analysis, each communication will be accompanied by a comment on linguistic phenomena related to the pandemic. The aim of the work is to find out whether, or in what way, the language of advertising texts was affected by covid-19 and whether the coronavirus neologisms were also reflected in advertising.
The work is focused on advertising texts from the years of the corona crisis 2020-2021. In the theoretical part, advertising will be defined in terms of language and marketing and its typology. Emphasis is placed on the practical part of the work, where the texts will be subjected to a formal-semantic analysis, each communication will be accompanied by a comment on linguistic phenomena related to the pandemic. The aim of the work is to find out whether, or in what way, the language of advertising texts was affected by covid-19 and whether the coronavirus neologisms were also reflected in advertising.
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reklama, covid-19, jazyk reklamy, neologismy