Y80 - Related DisciplinesReturn

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.

The article deals with some questions of foreign words of English origin adaptation. It follows the works published in the past, and focus on the completion with respect to the phenomenon of the Czech and English interference. The contribution points at the complexity of the adaptation process, which is illustrated by some examples, obtained from current dictionaries excerption.