Počátky české inzerce a reklamy ve Spojených státech amerických
The beginnings of Czech advertising in the United States of America

Advertisment in the Czech immigrant press at the beginning of its existence

Summary/Abstract: The paper deals with advertising in the Czech immigrant press in the United States at the very beginning of its existence, i. e. at the beginning of the second half of the 19th century. It contrasts the occurrence and form of advertising in Czech-American periodicals, specifically in Slowan amerikánský and Národní noviny, with advertising published in the corresponding German-American and Czech periodicals. In doing so, he observes the verbal and non-verbal aspects of the advertisements, in particular the image and typographical treatment of the text. On the basis of the historical facts found, the paper concludes with a challenge to define advertising style and to define it as one of the other independent functional styles in Czech stylistics.

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