Publication details

Matchmaking Advertisements and Societal Values

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

Faculty of Arts

Description Matchmaking advertisements are texts which are created by laymen, who, in the attempt to attract the right partner, present themselves in ways which reflect the recognized societal values.The paper examines data taken from Czech newspapers Mlada fronta and Lidove noviny and contrasts them with The Times, The Guardian and The Observer over the period of 15 years, i.e. from 1990ies to 2010.British advertisers put stress on appearance, sometimes using expressions that are common in commercial advertising (stunning blonde). The ads in Czech point more to character qualities and interests. Both British and Czech advertisers demonstrate reluctance to permanent bonds (marriage).
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