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Marketing communication sector has, in recent decades, experienced dynamic qualitative development, while its current form in the intentions of customer orientation has acquired the character of a targeted stimulation of more closely differentiated segment. The current period, characterized by increased communications has created the possibility for a more dominant application of advertising in public. Thus advertising penetrates into all aspects of life and its setting-up has been confirmed in both commercial as well as land non-commercial spheres. The paper deals with the perception of the term, "commercial advertising," in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, "commercial advertising," by a research group of adolescents in their semantic space. [ABSTRACT FROM AUTHOR]

Advertising is the dominant tool of marketing communication between companies and customer segments. It participates in raising awareness of the promoted product or service by encouraging attention towards the target groups. At present, changes in consumer behaviour can be observed as a result of technological progress, a changing society and, last but not least, the market saturation with advertising. The paper deals with the perception of the commercial advertising concept in the generation Y customers segment in the Czech Republic in terms of transaction analysis. The research method of data collection was a questionnaire with semantic differential implementation. The resulting findings point to the perception of the commercial advertising concept in the semantic space of the generation Y at the level of activation of the mental components of Ego states, which are part of the individual's personality structure according to Eric Berne's theoretical concept. [ABSTRACT FROM AUTHOR]

The article focuses on pragmatic effects of boulomaic text-worlds as a variety of modal worlds created in advertising discourse. Text-worlds are treated as a type of pragmatically-orientated representational structures of advertising discourse establishing and maintaining relationships between agent and client as main discourse participants. The paper presents an element of a broader World-Modelling Concept [7] - one of the contemporary theories of discourse representation based on Text World Theory initially developed by Semino [12], Werth [15], Gavins [2], and then expanded on contemporary theoretical approaches of Russian scholars such as Kubryakova, Dem'yankov [5]. The pragmatic effects of boulomaic text-worlds are analyzed with the machinery of the named theory to unravel discourse 'power' enabling advertising agents to influence the opinions of the target audience. Boulomaic text-worlds are textualized through different lexicogrammatical realizations. In this study it is shown that verbs want, wish and hope are commonly employed by agents of discourse to express boulomaic modality, including descriptions of wishes, desires, and fantasies of both the agent and the client. It is argued that within the range of modal text-worlds created in advertising, boulomaic text-worlds are used to articulate the hidden desires and wishes of the potential customers and stimulate them buy the promoted products. It is noted that the agent of advertising discourse has consumerism ideology behind the linguistic expressions he uses. The pragmatic effects of boulomaic text-worlds represented by lexical verbs are discussed from the point of the construal of mental representations in which the relations between the product, the client, and the producer conform to what the relevant person desires. [ABSTRACT FROM AUTHOR]

Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequate model of the text-driven discourse-level conceptual structures created in the minds of recipients. Text-worlds are viewed as mental representations 'which enable us to conceptualize and understand every piece of language we encounter' [6: 2]. [ABSTRACT FROM AUTHOR]

Celebrity endorsement is today a frequently used approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of factors with the emphasis on promotion of non-profit organizations. Presented research compares perception of celebrity concept in relation to concepts of self, commercial advertising and social advertising within a perception map consisting of bipolar attributes from semantic differential regarding the subgroup of adolescent respondents. [ABSTRACT FROM AUTHOR]