Publication details

Společenské hodnoty a jejich jazykové ztvárnění v seznamovacích inzerátech.

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Title in English Societal values and their lingusitic coding in matchmaking advertisements.


Year of publication 2010
Type Chapter of a book
MU Faculty or unit

Faculty of Arts

Description The comparison of English and Czech matchmaking advertisements published over the last 15 years showed that the average age of advertisers increased in both countries. British advertisers put stress on appearance; on the one hand, they use linguistic means common in commercial advertising on the other hand, they use expressions that are formal or poetic. Pomposity does not appear in ads written in the 1st person sg.. The ads in Czech newspapers have undergone marked changes since 1989, in spite of keeping their brevity. Rather long texts come from foreigners. The tone is rather modest. Apart from physical qualities, stress is put on character qualities and interests. The structure of Czech ads slightly changes after 2000. The only feature the ads have common with British ads is the reluctance to permanent bonds (marriage).
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