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The article deals with linguistic heterogeneity in commercial advertisements addressed to the Czech-speaking majority audience in the Czech Republic. Analyzing examples predominantly from the Czech press and television advertisements, the author shows, among others, which foreign languages are used, how elements of foreign languages are incorporated into the Czech texts and what their functions are...
Although literary style is usually considered in the context of a single national language, one characteristic of literary texts is the possibility of utilizing linguistic means from several languages and to connect them in various ways. Usually, there is an opposition between the matrix language (the language of the community for whom the text is primarily intended) and passages formulated in other,...
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