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Matchmaking Advertisements and Societal Values

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Název česky Seznamovací inzeráty a společenské hodnoty
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VLČKOVÁ Jitka

Rok publikování 2010
Druh Kapitola v knize
Fakulta / Pracoviště MU

Filozofická fakulta

Citace
Popis 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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