Ruda čučel jak ščur do ryny, or Ostrava Dialect in the Linguistic Landscape of the City

Abstract

The paper focuses on the use of substandard language varieties in the linguistic landscape of Ostrava, particularly the presence of dialectal features and regionalisms in advertising texts and business names. Language, as a fundamental component of advertising messages, serves not only an informational but also a symbolic function – it evokes regional identification, supports the authenticity of the message, and contributes to the city’s linguistic landscape. In recent years, there has been a growing trend of using dialectal expressions (e.g., fajne, cyp, zrob, bo) in public space, not only by local entities but also by national and international brands. The linguistic specificities of the Ostrava region, including historical contacts with German and Polish, are employed in marketing to establish a connection with the target audience, enhance the credibility of the message, and increase brand appeal. The analysis also reveals that substandard language features are not perceived as stigmatized but are becoming expressions of cultural identity and regional patriotism. Using a selected set of advertising slogans and business names, the article demonstrates how dialectal elements contribute to brand differentiation and the creation of Ostrava’s unique linguistic landscape.