Vyjadřování emocionality v československé inzerci před rokem 1989
Petra Kleinová
Filozofická fakulta Jihočeské univerzity v Českých Budějovicích
<klein.pt@seznam.cz>
Abstract:
Expression of emotionality in the Czechoslovak advertisement before 1989
The aim of this article is examination to what extent the Czechoslovak advertisements published prior to 1989 were emotionally tuned. If we realize that mainly today the advertisement becomes a part of everybody’s life, it should not be neglected as one of the strong emotional stimuli of our behaviour. This is the reason why the article contains a definition of emotions (their motivation in advertisement and why they are preferred to rational thinking). The intention of this article is to demonstrate or to reveal the strategies (at least some of them), which were used in Czechoslovak advertisement prior to 1989. Was it common to use strategies connected with motifs provoking feelings of fear and uncertainty in the advertisement at that time? Which kind of advertisement was preferred in the pursued time – affective or emotionally cold? These are not the only questions that this article tries to answer. We also cannot omit the persuasive function as the main function of advertisement, one part of which is emotional function. Persuasive function (also convincing or evaluative) is ostentatiously expressed in advertisement, on which this article focuses. The article is focused mainly on the verbal aspect of the examined advertisements. Yet it is advisable to discuss the nonverbal aspect in some cases, because a lot of advertising communication gains its final semantic meaning by interaction of the text and other semiotic codes (visual, graphical).
Klíčová slova / key words:
československá inzerce, emocionalita, verbální a neverbální část inzerátů
Czechoslovak advertisement, emotionality, verbal and nonverbal parts of advertisement