Communication strategy; functional linguistics; interpersonal metafunction; Halliday; communicative intention; addressee; non-verbal communication; media discourse; critical discourse analysis; contrastive analysis; intercultural differences

This chapter examines the selection and realization of communication strategies in Czech and English commercial media discourse. On the basis of a contrastive analysis, the aim of the chapter is to determine the similarities and differences between the application of the strategies in individual comparable samples of Czech and English discourse. The analytical approach draws mainly on Halliday?s functional linguistics and Critical Discourse Analysis (Fairclough, Van Dijk) and interprets communication strategies in line with the three basic metafunctions of linguistic communication, i.e. interpersonal, ideational and textual.