Jazyková hra jako nástroj persvazivní funkce reklamy
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Abstract
Tato bakalářská práce se zabývá reklamou a principy jazykové hry v ní, prostřednictvím kterých dosahují reklamní texty své persvazivnosti. Kromě teoretického náhledu do dané problematiky je tedy hlavním cílem této práce identifikovat, popsat a analyzovat způsoby, jakými reklama pracuje s jazykem tak, aby adresáta co nejvíce zaujala, upoutala jeho pozornost a byla snadno a na dlouhou dobu zapamatovatelná. K tomuto rozboru slouží vybraný vzorek reklamních textů, sloganů či titulků.
This bachelor thesis deals with the advertising and principles of language game in it, through which advertising texts reach their persuasion. Except theoretical preview to this problem, the main goal of this thesis is to identify, describe and analyse the ways in which advertising works with the language so as to get the most of addressee's interest, attract his attention and to be easily and for a long time rememberable. For this analysis it serves a selected sample of advertising texts, slogans and headlines.
This bachelor thesis deals with the advertising and principles of language game in it, through which advertising texts reach their persuasion. Except theoretical preview to this problem, the main goal of this thesis is to identify, describe and analyse the ways in which advertising works with the language so as to get the most of addressee's interest, attract his attention and to be easily and for a long time rememberable. For this analysis it serves a selected sample of advertising texts, slogans and headlines.
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Reklama, jazyková hra, persvaze, reklamní text, slogan, titulek, Advertising, language game, persuasion, advertising text, slogan, headline