Conflicts Between Words, Images and Reality in Contemporary Advertising

Abstract

The aim of the chapter is to reflect on the contemporary trends in marketing and advertising. The discussion starts with the changes in media communication and concentrates on the changing role of marketing, its forms and especially its language, as reflected in advertising. The contribution describes the developments in marketing and advertisement in the last years, the current trends and the limits of text analysis in digital marketing communication today. The main aim is to show how far the words and images change the original meaning of words. Local examples from the Czech Republic show the shift in marketing approaches and their consequences. Selected literature sources have been consulted to deal with the abundance of information, on the one hand, and the loss of significance in the media communication, on the other hand.