Vezměte si třeba opravdu zdařilou sadu pleťových krémů Elida-Klenot: O skryté reklamě v lidovědemokratickém Československu
Consider for Example the Really Good Face Creams Set Elida-Klenot: On Surreptitious Advertising in People’s Democratic Czechoslovakia

Summary/Abstract: The paper deals with the phenomenon of surreptitious (secret) advertising in the context of people’s democratic Czechoslovakia. It analyses then relevant legislation and other normative and regu-lative documents and shows that surreptitious advertising was not prohibited, but even a part of means for promote goods and services at that time. The analysis proceeds to formal correspondences and diffe-rences between ordinary editorial texts, overtly promotional texts and surreptitious advertising and de-monstrates that the latter was significantly closer to editorial texts than to overt advertisements. Further, it suggests that surreptitious advertising was probably written by editorial staff or collaborators (not by producers/sellers themselves). Last but not least, it presents common text and argumentation structure legitimising the fact of advertising by incorporating the promoted goods into genre pattern acceptable for the reader-consumer. Altogether, the paper shows that surreptitious advertising was an integral and unquestioned part of Czechoslovakian media production.

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