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tom 7
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nr 1
52–65
EN
Our academic literature about the history of Czech and Slovak advertising has been sketchy at best, often written under the influence of impressions rather than based on a real scientific analysis of historic reality, facts and development tendencies; in many cases it lacks thorough knowledge on the background of advertising, i.e. on the socio-economic, media, cultural, and creative environment in general. This study intends to analyse the beginnings of objectivization of analyses reflecting on the conditions for effective advertising at the turn of the 19th and 20th century, i.e. on the stages of development from the first dictionary definitions of the concept in 1868 up to the year 1927. It comes out of the contemporary local books, particularly, dictionary compendia – Slovník náučný (in English The Rigger’s Dictionary) published in 1868 and Ottův slovník naučný: ilustrovaná encyklopedie obecných vědomostí (In English The Otto´s Dictionary) in 1904. The author studies in detail two key books – monographs written by Zdenko Šindler (Moderní reklama, in English Modern Advertising, published in 1906), and by Vojta Holman (Reklama a život, i.e. Advertising and Life published in 1909) – and by doing so concentrates on their concept of an effective advertising activity. However, most attention is paid to Jan Brabec and his book published in 1927 under the title Zásady výnosné obchodní reklamy – na základě amerických studií a zkušeností, i.e. in English The Principles of Profitable Commercial Advertising – On the Basis of American Studies and Experience.1 The study comes to the conclusion that this book published by Jan Brabec actually laid the foundations for building a scientific theory associated with a specific communication activity, i.e. with the Czech advertising.
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nr 1
75 – 82
EN
The goal of the presented paper is to present general overview of lexical motivation in the language of advertising. It provides short description of the advertising in general and description of its language. The advertising basically contains verbal or visual representation of the advertised product, or the combination of verbal and visual signs that should be in balance and should cooperate to successfully accomplish the aims of advertising – to engage attention of percipients, to arouse their interest in the advertised product, to be memorable and, finally, to sell the product. Besides the visual representation of the advertised product the language of advertisement is very important. The lexical representation of advertising can be motivated in several ways. The paper deals with the selected specific lexical motivations in advertising – semantic/figurative, phraseological, inter-lingual, expressive, sociolectical, territorial and individual motivations. The paper provides general description of the respective motivation and its application to the language of advertisement with a set of specific examples.
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nr 6
157-170
EN
The article presents the origin of the Act on Rendering Electronic Services of 18 July 2002. The draft of the Act as well as the problems of the electronics trade and its regulation are discussed. The legal aspects of commercial information with reference to certain economic elements are presented in detail.
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nr 1
48-59
EN
The first provable efforts to make a specific commercial communication in the Czech Lands go deep into history - we identify them in the development of commercial communication in the rural markets in the 11th and 12th century, in the attempt to attach distinctive marks to products – predecessors of trademarks, create advertising posters on the facades of houses, and also in the development of various street communication forms of criers and naturally in the use of the only mass medium in the 18th and 19th century – periodical press as the carrier of advertising messages – advertisements, illustrations with an advertising focus which were offering goods and services. The second half of the 19th century shows efforts to codify the industry to a certain extent through the development of terminology and attempts to define advertising in encyclopaedic dictionaries, stabilize exhibitions and fairs as the most mass medium of its time. With the development of photography and film comes the era of using these media for the benefit of the advertising message, the motoring at the beginning of the 20st century gives room to the existence of mobile advertising. The turn of the century in the Czech circumstances is rich in two publications summarizing the period opinions and codifying the terminology and philosophy of this industry. The founding of the Reklamni klub československy (the Czechoslovak Advertising Club) and its development as a professional association uniting creative professionals and advertisers represents a meaningful contribution, a real boost to the industry.
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nr 1
6-17
EN
This paper deals with the issue of living space and mental maps in relation to advertising. Lived area means the place where a person moves most, like home, streets, means of transportation, workplaces, schools, sports facilities, cultural facilities, etc. The mental map is subjectively mirrored space saved in the consciousness of man. It is a tool of spontaneous orientation in space, the assumption for the decision-making about location of their activities. The methods of exploring mental maps are being mentioned. Research probe results indicate the role of advertising in the lived space and the mental map. In relation to advertising and its place in the lived space a conclusion is being stated that advertising does not belong to the identification characteristics of mental maps, neither in positive - nor in negative sense. Its presence in the lived space is registered by most people; anyway it is accepted as its self-evident integral part, without any significant impact on spatial identification.
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