„Imidž“ reklamného jazyka z hľadiska reflexie zobrazovaného produktu/služby v kontexte štylizovanej...

The main quality of an advertising text (in the meaning of semantic structure containing the unique communication message) consists of its prosodic – poetic dimensions. All of them have one significant feature: they have no absolute weight (like in poetry), but only relative weight. Advertising discourse has prosodic dimensions, but also heads for beyond itself. It is aimed to communicate reality, but it also goes “beyond” it.. Advertising discourse aspires to become the most massive and the most importunate discourse of the 20th century. This camber of the advertising discourse (which is itself multimodal ergo language is only one part of a complex structure of an advertising communicator) causes problems in respect of determining functions of an advertising language.