Lokálne nárečie ako nástroj expresivizácie v jazykovej krajine (na príklade Banskej Bystrice)

Krško, Jaromír, 1967-

Lokálne nárečie ako nástroj expresivizácie v jazykovej krajine (na príklade Banskej Bystrice) / Jaromír Krško. -- Advertisement of companies in the form of billboards, logonyms, banners, and signs is an integral and inseparable part of the language landscape. In an overfilled language landscape, there is a competitive struggle in advertising. Companies try to make their offer sufficiently visible and to attract potential clients. One of the means of visibility of advertising is expressivization - whether visual or verbal. Bistro Davaj Het in Banská Bystrica solves the expressivization of its advertisement in an original and non-traditional way – they address customers with texts written in the dialect used a lot in the region of Banská Bystrica or hybrid dialect form. There is a change of dialect standard and literary forms' penetration into communication under the impact of literary language. In addition to the literary language's impact, the language landscape is significantly influenced by English, and neologisms such as new foods and drinks penetrate the advertising language.

In Od textu k prekladu 14 Ďuricová, Alena, 1958- Vajičková, Mária. -- Praha : Jednota tlůmočníků a překladatelů, 2020. -- 88 s.. -- ISBN ISBN 978-80-7374-128-0. -- S. 36-46