“Obouváme svět”: A few words on the advertising language of the Baťa company

Abstract

In the article, the author concentrates on the language in advertisements of Czech footwear manufacturer Baťa. Pre-war research material as well as contemporary research material is used. In the first part of the article, the author presents the state of research on the subject matter. She includes the brief definitions of advertisements, the acronyms formed from the first letters of the words — SLB, AIDA, ADAM, DIPADA — which are closely connected with the advertisements discussed in the article. In the second part, the author analyses the scope of marketing activities used in Baťa’s advertisements. In the conclusion, the author lists the lexical determinants that characterize the verbal identity of the Baťa brand. The adjectives, as well as possessive and personal pronouns, especially in the 2nd plural form, are most analyzed, which is essential for and adequate to the latest linguistic research of advertising.