Lexikalische Gleichheiten, Parallelen und Unterschiede in deutschen und tschechischen Slogans

Abstract

Lexical compliances, parallels and differences in German and Czech catchwords

Czech advertisements have its longtime tradition, comparable to Western cultures. The considerable changes in it occur after 1989, when foreign language influences penetrate Czech advertisements gradually but with increasing intensity. On the lexical level, these influences manifest themselves through greater use of positive hyperboles, linguistic clichés, Anglicisms, sexisms, ungrammatical and taboo expressions. Due to internationalization, differences between domestic and foreign advertising and its languages disappear to some extent. Nevertheless, the Czech advert continues to maintain its originality and creativity, especially in a field of using elements of humor.