| Summary: | Abstract Presented work deals with the current theme, language of advertisements. All collected materiál was published in the period since 14th January until 25th May 2009 in the Czech press (Lidové noviny, Aha, Blesk) and the German print media (Súddeutsche Zeitung, Dresdner Morgen Post and Bild Dresden). Selected advertisements are classified with respect to the orientation of the press, then they are divided into several areas according to their specialization and they are sorted by the abundance of the group. The work is divided into two main parts. The theoretical part, which is focused on defíning and clarifying key concepts that relate to this topic and a practical part which will deal with specific media and is no longer stand alone analysis of the collected material. Prior to the actual analysis, there is a closer introduction o f each media and advertising cycle within, which are the actual ads classified. The aim of the practical part of this work is to compare the language phenomena in Czech and German print media, and to draw conclusions about similarities or dissimilarities of the devices that are currently used in the creation of marketing Communications. The conclusion summarizes the lessons learned from the studying and analysis of advertising texts.
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