Publication details

Personal Advertisement: A Mirror of Societal Values?

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Year of publication 2009
Type Monograph
MU Faculty or unit

Faculty of Arts

Description The Czech personal advertisements and their numbers in columns have undergone marked changes after 1989, though they have retained their structure and (relative) brevity. Rather long advertisements come from foreigners (usually Germans) only advertising in Cz newspapers after 1989. The comparison of the development of personal advertising in British newspapers over the last 15 years (early 1990s-2007) and Czech over the period of pre -1989 and 2008 indicated a greater shift to British advertisers’ stressing their physical appearance in 2007 more than before, in spite of the fact that the advertisers today are middle aged. Czechs who put the main stress on character qualities before 1989 tend to mention their fitness and presentability (sport.založený - sporty, štíhlý-á - slim), still retaining the main emphasis on character qualities.
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