Jazykový štýl a semiotika reklamy v tlači na príklade lifestylových magazínov
Linguistic Style and Semiotics of Print Advertising on Example of Lifestyle Magazines

Summary/Abstract: The paper deals with advertisement and advertising text in print insertion (advertising) and it ana-lyses them from the linguistic as well as discoursive points of view. It demonstrates using of specific expresion categories in both text and picture materials by means of semantic and stylistic method of analysing message and linguistic devices of advertising discourse on example of so-called „lifestyle magazines“. These categories form typical language of advertising: figurative speech of variant of metaphor and metonymy, cultural refe-rencies, idiomatic nature of slogan, semantic relationship between words and image, rhetoric figures and their contact, operative quality in language style of print ads. Autor identifies some of repeatedly used motives as typical patterns of message communication (such as humor, erotic elements, power, self-fulfillment etc.) and makes preliminary conclusions about dominant iconic nature of advertising exhibition together with its symbolic conotative ability and associativness in process of myth making, brand and image building.

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