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"Ich liebe Konkurrenz" – Argumente in tschechischer Anzeigenwerbung

Holger Kuße

The article examines Czech advertisements in magazines in categories of practical inference and expounds the realisation of practical syllogisms in evoking conclusions or premisses on the textual level. The author also describes paradoxical topoi and double denotations and references in advertising texts or text-picture contexts as a means of creating attention. Finally, the paper addresses the question of specific characteristics of Czech advertising which become visible in the effective ironizing of the advertising discourse itself but also in making use of values such as "home", "friendship" and "community" (as demonstrated by a comparison of Czech and American cigarette advertising).

Linguistische Beiträge zur Slavistik. VIII. JungslavistInnen-Treffen München 1999. Hg. Florence Maurice und Imke Mendoza. München: Sagner 2000 (= Specimina Philologiae Slavicae 131), 113–128.