Standard and non standard in marketing communication or "Když blbě zadáš PUK, tak seš jantar"

Abstract

The paper focuses on concrete non-literary demonstrations in Czech marketing communication and proposes three different types of their manifestations: absolutely standard texts (predominant in marketing communication), standard texts with some non-standard elements and non-standard texts (which are exceptional). The author also analyses various ways of usage of these non-standard colloquial elements.

The first part of the work is dedicated to the explanation why it is necessary to expand the research from exclusively promotional communication to widely perceived integrated marketing communication while taking into account the language culture.

Keywords

• culture of language communication
• standard
• marketing communication
• marketing litteracy