Acta academica karviniensia 2013, 13(1):14-20 | DOI: 10.25142/aak.2013.002

MEDIA COMMUNICATION IN THE GLOBAL SOCIETY

Hanne-Lore Bobáková1, Květuše Mozielowská2
1 Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3,73340 Karviná, Email:bobakova@opf.slu.cz
2 Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3,73340 Karviná, Email:mozielowska@opf.slu.cz

The article deals with the characteristics of today's media communication. In the introduction attention is drawn to some aspects of media communication. Media communication is described here as a part of global society where the importance of persuasion is growing. The issues of persuasion, persuasive techniques, and modality of advertising texts are further analysed, using examples from German advertising texts. The article is based on the analysis of German media advertising texts gained from long-time excerpts, from two years of the Austrian magazine Freizeit Kurier from 2007 to 2008. To analyse the advertising texts the advertising slogans from the internet were also used. Their research was focused on their lexical and text aspects.

Keywords: marketing communication, means of persuasion, media communication, modality of advertising, persuasion
JEL classification: Y80

Received: March 28, 2011; Accepted: March 13, 2013; Published: March 30, 2013  Show citation

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Bobáková H, Mozielowská K. MEDIA COMMUNICATION IN THE GLOBAL SOCIETY. Acta academica karviniensia. 2013;13(1):14-20. doi: 10.25142/aak.2013.002.
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