advertising, discourse, genre, interpersonal function, multimodality, non-verbal means, morphosyntactic level, lexical level

The power of the pharmaceutical advertising has been researched from many different angles, but especially with the connection to its influence on a decision makingprocess of the medical professionals. However, this study aims to analyze the communicative strategies the specific printed advertisements exploit to influence the decision making process of the potential customers. It will concentrate on the embracing characteristic features of the english and Czech advertisiments as well as on the distinctive features which the two language versions evince. It will demonstrate how individual verbal and non-verbal means interrelate and how this multimodal complex arranges for a specific communication goal.