Abstract
Single elements of pragmalinguistic approach (consituation, production, perception, interpretation) and their advantages for critical examination of media products (including advertising) are shown and explained on concrete examples (concentrating on recent materials and the most up-to-date media offer). These communicates are always understood in so called broader or narrower “communication situation” and situated in different types of context which strongly determinate their perception.
We further analyze for example so called presuppositions and presumed basis or encyclopedia. Nevertheless, the language still remains one of the most important elements of such an analysis as it represents a significant variable in media communication together with regressive – and very important - influence of media operations on language system and language praxis.