commercial; content; form; expression; function; verbal mode; speech function; Czech language;

Článek analyzuje primární a sekundární řečové funkce indikativu, imperativu a kondicionálu, korelaci mezi sémantickým výběrem řečových funkcí a gramatickou strukturou na materiálu českých reklam.

Commercials have long-standing and cumulative effect. The Czech people - customers, writers of commercial texts, designers, psychologists, sociologists etc. - have not been prepared for their massive attack. That is why the article analyses the dichotomic terms - content (form) and expression (function) of the verbal mood, their relationship and position in the Czech commercial discourse. The article analyzes primary and secondary speech function and the grammatical structure, which is typically chosen to encode it. Through examples of the Czech commercial texts both marked and unmarked correlation is presented.