Jak se vyslovují názvy cizích obchodních značek v televizních reklamách?

In this article we analyse phonetic aspects of foreign brand names appearing in Czech TV advertisements. We first define eight principles which underlie the phonological adaptation of loanwords, and describe their relevance for the TV advertisement genre. Next we proceed to an analysis of 200 brand names retrieved from TV broadcasting. The results confirm the dominance of the phonological approximation principle, which is often combined with the spelling pronunciation principle. Original pronunciation, respecting foreign phonology, is surprisingly rare, although TV advertising is a dynamic and highly globalised media genre.