Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

PL EN


Journal

2006 | 15 | 385-398

Article title

FUNNY OR AGGRESSIVE? PRAGMATIC ANALYSIS OF NATIONAL STEREOTYPES IN A COMMERCIAL SPOT - A CASE STUDY

Authors

Title variants

Languages of publication

EN

Abstracts

EN
The paper deals with the sense of humor represented in stereotypes and in jokes about various nations. The thesis that 'real is what has real consequences' is examined on the basis of advertisements. The focus of the paper is on Media Markt (consumer electronics retailer operating in Western and Central Europe). One of their campaigns using the slogan 'Ich bin doch nicht blöd' (I am not that stupid) was accompanied with a series of short dialogues between shop assistants and customers from different countries and ethnic groups. As a result of the protests of the Poles and of the Germans of Polish origin, the company decided to stop presenting the spot mocking Poles in Germany and even removed it immediately from its website. The analysis of the scripts present in a spot is carried out and the discussion of the pragmatic context of the issue is conducted. The characteristic features of the xenophobic language and the means of contempt are presented. A thin border between what is funny and what is aggressive is observed in the context of national sense of humor or its lack.

Journal

Year

Volume

15

Pages

385-398

Physical description

Document type

ARTICLE

Contributors

author
  • D. Brzozowska, Uniwersytet Opolski. Instytut Filologii Polskiej, pl. Kopernika 11, 45-040 Opole, Poland

References

Document Type

Publication order reference

Identifiers

CEJSH db identifier
07PLAAAA01853976

YADDA identifier

bwmeta1.element.34089a1c-94d2-30ed-8853-06bcf3ea9053
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.