Jílková, Hana2017-07-132017-07-132017Germanistische Kontexte, nr 2(1)/2017, s. 77–892450-5447http://repozytorium.ur.edu.pl/handle/item/2786The paper deals with the question of the pragmatic level of advertising slogans. It focuses on the characteristics of basic acts, tactics and strategies of communication. Individual speech tactics and strategies are demonstrated with regard to printed German and Czech advertisement. Single forms of actions as assertion, presentation, question and suggestion are described more closely. Basic situational aspects of advertising slogans are mentioned and further described as monologic or dialogic.deuUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polskahttp://creativecommons.org/licenses/by-nc-nd/3.0/pl/Advertising sloganspragmaticscommunicative actscommunicative strategycommunicative situationcommunicative formsituational aspectsmonologuedialoguearticle10.15584/germkon.2017.1.6