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The diploma thesis deals with the text-forming and pragmatic potential of phraseological units in advertising. The aim is to document the phraseological apparatus within the Czech and Slovak advertising space from 2017 to 2019. The theoretical basis of the work are the concepts of two dimensions of phraseology - forms and faces of the idioms, linguistic actualization and linguistic picture of the world. In the practical part, idioms in selected Czech and Slovak advertising communications are interpreted by a descriptive and comparative method through a qualitative analysis. The anthropocentric orientation of phraseology and the linguistic image of the world is confirmed, as well as the thesis about the dominance of somatic components in phraseological units (life and phraseological universals). Idioms, linguistic peculiarities, an aestheticizing factor with a charge of expressiveness, an attractive function and the ability to evoke a persuasive effect, have proven to be productive and effective means of expression of advertising messages that can present any message (social, economical, ecological, educational or cultural) in an understandable, entertaining and attractive way, helping to meet the basic requirements of advertising.

The thesis brings insight to the problem of geosocietal differentiation of the world and its interpretation in the schemes of (major) world regional structures. These schemes are matter of different presentation and representation and have utility in organization of both scientific and non-scientific practices. A more detailed analysis and discussion of academic approaches to global macroregionalization was provided, which was followed by an analysis of the views of so-called global actors. Assessed was also situation in Czech and Slovak education (geographical textbooks). Perceptions of regional schemes are represented by views of geography students. Struggles with objectification were related to several-variant-based consideration of internal homogeneity and external heterogeneity of macroregions. Also assessed were world economic flows, distribution of integrated power potential and its development (1950 - 2008). Conclusions bring synthesis of the findings, as well as an outline of possible future research topics.