Czech commercials; language; advertising strategies; graphic techniques; comparative analysis;

Článek se zaměřuje na komparativní analýzu českých reklam od konce 19. století do počátku 21. století. Srovnává grafiku, prostředky verbální a typické strategie.

The article specifies the basic features of the Czech commercials published in the Czech press from the end of the 19th century till the beginning of the 21st century. It provides comparative analysis of the typical graphic means of expressions (graphic techniques, colour, and letters), verbal means (imperative, present and future tenses, 2nd person singular versus plural, 1st person singular; means of intensification, typical syntactic structures, exploitation of fiction and scientific styles, and linguistic code preferences), and typical strategies (?free? products, foreign origin, experts and research recommendations, tradition, fear, eroticism, lies, and celebrities). The author compares each of these means of expression in both corpuses - old and the new one.