PL EN


2010 | 31 | 209-217
Article title

WHAT DO WE STUDY WHEN WE STUDY THE USE OF BORROWINGS IN ADVERTISEMENTS?

Authors
Title variants
Languages of publication
EN
Abstracts
EN
The use of foreign language elements in advertisements is quite a common practice. Therefore, a large number of publications on this topic comes as no surprise. However, for the study purposes the researchers apply different perspectives and points of reference when it comes to defining what actually constitutes the use of foreign-language elements. The present paper offers a short review of those approaches, showing the discrepancies between various standpoints. It also addresses the methodological difficulties related to the application of clear-cut definitions. Given the variability of standpoints, it is suggested that the issues outlined in the paper need to be taken into consideration before any attempts are made at comparing the results of different studies of the problem.
Year
Volume
31
Pages
209-217
Physical description
Document type
ARTICLE
Contributors
  • Instytut Jezyka Angielskiego, Uniwersytet Slaski, Ul. Gen. Stefana Grota-Roweckiego 5, 41-205 Sosnowiec, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
11PLAAAA090617
YADDA identifier
bwmeta1.element.a2e42c14-aa9d-3a9b-9552-f8f4dcf4ea11
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