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The language of billboards
Title The language of billboards Author info Jana Klincková Author Klincková Janka 1949- (100%) UMBFF12 - Katedra slovenského jazyka a komunikácie
Source document Czech and Slovak linguistic review. Č. 2 (2012), s. 60-77. - Olomouc : Univerzita Palackého v Olomouci, 2012 Keywords grafická komunikácia billboardy graphic communication Language English Country Czech Republic systematics 81 Annotation The analysis and interpretation of the language used in the text on static billboards allows us to reflect not only on how professional use of language as a means of communication can successfully fulfil the intentions of the advertiser, but also on its secondary functions. In this paper, we evaluate the word as both a sign and a means of expression, and a sentence as a communication unit, fully realizing that the semantics and pragmatics of words and sentences are the most easily analysed in the contemporary verbal and nonverbal context. Moreover, our efforts aim to identify the communicative functions of billboard language and, with regard to its functions and its communicative intention, to justify the appropriateness of the vocabulary on chosen billboards. Bearing in mind the generally applied criteria of verification, we shall try to evaluate the language means on the information-persuasion-(hidden) manipulation axis. The analysis of billboards, i.e. of advertising texts of a mostly commercial character, will focus on using and describing the most frequent language means and on explaining them as means of persuasion – a process which is used mainly in the service of advertising Public work category ADE No. of Archival Copy 35859 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
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Number of the records: 1