Abstract
The main aim of this text is to describe the new trends in marketing and advertising communication, especially trends in the use of communication means and options how to persuade customers (which is the main purpose of any advertising) in a new and innovative way. The advertising texts are considered to be a part of and at the same time a representation of the postmodern discourse and public space; the problematics is briefly put in the context of advertising style debate (Kraus, Pravdová, Čmejrková etc.).
Humour is seen as the freshest and at the moment the most distinctive form of language means - we concentrate on its most recent applications as humour as such is used in advertising already for a very long time. We concentrate on different intertexts wordplays, allusions, paraphrases of famous quotes, slogans or sound variations.
One of the newest trends is the usage of paraphrases and foreign languages imitations - either of real or fictional foreign languages. Finally, we look at the neoligization in the lexical area which again is not new as such but is very frequently used for mutilations of different words or their pronunciation.
All these phenomena are then more or less incorporated in ordinary speeches and very emotionally reflected by the audience (language groups).