The Language of Contemporary Advertising and the Codification of the Czech Language (The Regional Press of the Town Beroun Its Surroundings)

The thesis deals with the language of contemporary advertising published 1 in a selection of regional newspapers of the town Beroun and its surroundings, i.e. Berounsky denik, Podbrdské noviny and The Independent Newspaper of the Beroun Region - ECHO. The main part of the paper evaluates the language of advertising from the point of view of codification and examines the flaws in orthography which appear in these texts. The deviations from the orthography rules found in the texts are classified in compliance to The Czech Language Orthography Rules published in 2004. Following the discovered facts I tried to find out which mistakes prevail, to identify the causes of their origin and to review to what extent the adult population has mastered the rules. Besides the orthographic flaws I also focused on other aberrations from the language standards and special features in the fields of stylistics, lexicology and morphology. As I worked with a specific type of newspapers - the regional press - 1 also tried to draw a more general picture of the form and the language of their advertising and to compare the present-day situation with the condition twelve years ago when these newspapers started to be published. Powered by TCPDF (www.tcpdf.org