This diploma thesis deals with so-called conceptual metaphors' use in the Czech advertising discourse. The first section of the theoretical part is devoted to advertising and characteristic features of advertising. The second section concentrates on theory of metaphor and introduces readers to cognitive linguistics and one of its objects of interest, conceptual metaphor. In the practical part of the thesis are presented results of analysis concentrating on distribution of conceptual metaphors in advertising texts promoting among others drinks, food, dry goods, fashion, cars and financial products.

The present thesis is interested in the television communication process, proposing to examine, in specific, the advertising discourse, with the main objective to analyze the relations contracted between advertising texts and the consumer market, considering the product promoted characteristics, its consumption logics and its target audience. In other words, we question the interference of these aspects, as well as the product aggregated values, in the discursive and expressive configuration of the television advertising texts, in the strategies choices to interpellate their potential consumers. For a better understanding of the publicity texts construction process under examination, the research is based on european semiotics principles and foundations, as conceived by Hjelmslev, Greimas, Barthes, trying to translate and articulate, from a methodological approach, theese theorists conceptions, so as to apply them in some analysis path to describe this specific discourse type: the television advertising, in its different configuration modalities. The research corpus was composed by twelve telvisuals commercials, that was broadcasted nationally during the RGT programming, through its affiliate RBSTV, between 14 and 27.07.2014. Even with many different narratives and configurations, some regularities have been identified: if the advertised products and their consumption logics are not the same and they even belong to different sectors, if they are intended for different consumer categories, if the narratives are diverse, if their protagonists are configured differently, if the scenarios vary, this research allowed to identify many common aspects, recurrences that do not depend on the target audience characteristics, the product advertised types and even the logics that govern their consumption, contradicting the initial assumption, that these factors would be definitive in the advertising set-up. / A presente tese interessa-se pelo processo comunicacional televisual, propondo-se a examinar, em específico, o discurso publicitário, com o objetivo maior de analisar as relações contraídas entre os textos publicitários e o mercado de consumo, tendo em vista as características do produto anunciado, as lógicas que presidem seu consumo e o público alvo a que se destina. Em outros termos, questiona-se sobre a interferência desses aspectos, bem como dos valores agregados à aquisição de um produto na configuração discursiva e expressiva dos textos publicitários televisuais, na escolha das estratégias empregadas para interpelar seus potenciais consumidores. Para melhor compreensão do processo de construção dos textos publicitários em exame, a investigação apoia-se em princípios e fundamentos de uma semiótica de inspiração europeia, tal como foi concebida por Hjelmslev, Greimas, Barthes, procurando traduzir e articular, do ponto de vista metodológico, as concepções desses teóricos, de modo a aplicá-las na estruturação de um percurso de análise que possibilite descrever esse tipo específico de discurso: o publicitário televisual, em suas diferentes modalidades de configuração. O corpus foi composto por doze peças publicitárias televisuais veiculadas em âmbito nacional durante a programação da RGT, via sua afiliada RBSTV, entre os dias 14 e 27.07.2014. Mesmo com narrativas e configurações diversas, foram identificadas algumas regularidades: se os produtos anunciados e suas lógicas de consumo não são os mesmos e eles até mesmo pertencem a diferentes setores, se eles se destinam a diferentes faixas de público consumidor, se as narrativas são diversas, se seus protagonistas são configurados diferentemente, se os cenários variam, as análises realizadas por esta investigação permitiram identificar muitos aspectos comuns, reincidências que independem das características do público alvo, do tipo de produto anunciado e mesmo das lógicas que presidem o seu consumo, contrariando a pressuposição inicial de que esses fatores seriam definitivos na forma de configuração das peças publicitárias.

This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.

Данная работа посвящена переводческому исследованию о переводе рекламных текстов с русского языка на китайский в свете теории скопоса. С развитием глобализации торговые обмены между странами всё более и более оживляются, многие компании и фирмы начали осуществлять транснациональные стратегии и активно расширять рынки за рубежом. На фоне информатизации люди стали обращать особое внимание на рекламирование, являющееся важным средством передачи информации о товарах и услугах. По указанной причине постепенно повышается статус перевода рекламных текстов, служащего посредничеством транснациональной торговли и межкультурной коммуникации. В последние годы китайско-российские экономические связи бурно развиваются, русская продукция в большом объёме продаётся на китайском рынке. В связи с этим исследование перевода рекламных текстов с русского на китайский язык имеет большое актуальное значение и необходимо на современном этапе развития межкультурных отношений. В 1970-е годы в Германии возникла новая теория перевода– функциональная теория перевода, основной частью которой является теория скопоса, ставит проблему перевода рекламных текстов под новый угол зрения. Основная идея теории такова: перевод – это особая форма деятельности человека, она имеет свою определенную цель, на основании которой можно принимать подходящие переводческие стратегии и методы в процессе перевода. Теория скопоса имеет своей целью перевод рекламы с оригинального языка, и этот перевод представляет собой целенаправленные тексты. Поэтому в данной работе теория скопоса может с успехом применяться для перевода рекламы. Теоретическая и практическая значимость данного исследования заключается в том, что, с одной стороны, была найдена новая теория для анализа переводных русских рекламных текстов, а с другой, результаты исследования могут способствовать дальнейшему укреплению и развитию торговых обменов и межкультурной коммуникации между Китаем и Россией. / This work is devoted to the study of translation of advertising texts from Russian to Chinese according to skpos theory. With the development of globalization, trade between countries is becoming more and more active, and many enterprises and business firms have started to implement transnational strategies and actively expand overseas markets. In the context of informationization, people began to pay special attention to advertising, which is an important means of transmitting information about goods and services. For this reason, the status of translation of advertising texts is gradually increasing, becoming an intermediary for transnational trade and cross-cultural communication. In recent years, Russian-Chinese economic relations have developed rapidly, and Russian products are sold in large quantities to the Chinese market. In this regard, the study of translation of Russian advertising texts into Chinese is very important and necessary at the current stage of development of intercultural relations. In the 1970s, a new translation theory appeared in Germany - functional translation theory, the main part of which is the theory of scope, addressing the problem of translation of advertising texts from a new perspective. The main idea of the theory is that translation is a special form of human activity, which has its own specific objectives, on the basis of which it is possible to use appropriate translation strategies and methods in the translation process. The purpose theory aims to translate ads from the original language, and this translation represents the target text. Therefore, in this work, the purpose theory can be successfully applied to translate advertisements. The theoretical and practical significance of this study is that, on the one hand, a new theory is found for the analysis of translated texts of Russian advertisements, and on the other hand, the results of the research can further strengthen and develop trade and cross-cultural communication. Russian-Chinese communication. trade and cross-cultural Russian-Chinese communication.

The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...

Диссертация посвящена анализу языковых особенностей рекламных текстов для женской аудитории в аспекте их использования для передачи гендерных стереотипов. В качестве материала исследования выбраны слоганы, заголовки и подзаголовки потребительской рекламы. Был произведен многоуровневый языковой анализ современных текстов женской рекламы на русском и английском языках, опубликованных в персонифицированных по гендерному признаку журналах. Отмечаются трансформационные процессы и новые тенденции потребительской рекламы, комментируется их влияние на выбор языковых средств. / The research is devoted to the analysis of the linguistic means of advertising texts for women in terms of their use of gender stereotypes. Slogans, headings and subheadings of consumer advertising were selected as the research material. The research provides a multilevel linguistic analysis of modern Russian and English advertising texts for women which were published in gender-oriented magazines. The transformational processes and new trends in consumer advertising are noted as well as their influence on the choice of language means.

В условиях стремительного развития экономической глобализации все более частыми становятся различные межкультурные обмены, международная реклама, как носитель культурной коммуникации, широко проникает во все уголки общественной жизни, глубоко воздействуя на социальную культуру и сознание, воздействуя на жизнь людей. Однако из-за различий в культурном происхождении реклама иногда приводит к неожиданным негативным последствиям. Игнорирование национальных традиций может привести к неудаче рекламной кампании на территории этой страны. Для того, чтобы избежать маркетинговых неудач, представляется актуальным сосредоточить внимание на сравнительном анализе перевода рекламных текстов в России и Китае. / With the rapid development of economic globalization, various cross-cultural exchanges have become increasingly frequent. As the carrier of cultural exchanges, international advertising has widely penetrated into all aspects of public life, profoundly affecting social culture and consciousness, and affecting people's lives. However, due to the differences in cultural background, advertisements sometimes produce unexpected negative effects. Ignoring national traditions may lead to the failure of domestic advertising campaigns. In order to avoid marketing failure, it seems urgent to pay attention to the comparative analysis of Russian and Chinese advertising translation.