Językowe sposoby budowania wspólnoty świata w reklamach skierowanych do kobiet
LINGUISTIC METHODS OF CREATING A COMMUNITY IN COMMERCIALS ADDRESSED TO WOMEN
Languages of publication
The article presents some of the linguistic methods of creating a community in modern commercials addressed to women. It is emphasized that in commercials, the communion is built around shared women’s experience connected to their social and family functions i.e. the roles of wives, mothers, grandmothers, housewives or, less frequently, a modern businesswomen. Commercials referring to typical women’s experiences and needs (i.e. cosmetics, hygiene products, clothes, baby care products, food, diet supplements and domestic cleaners) were chosen for the analysis. The linguistic methods discussed here include: rhetorical questions, quantifiers (each/every, all, whole, always, everywhere), the use of inclusive us (including the recipient in the sender’s world) and techniques allowing to gain recipient’s sympathy by flattery and increasing her self-esteem. Other methods include: the use of diminutives in commercials addressed to young mothers or the use of war metaphors in commercials stressing the fear of illness and old age. Finally it was stressed that in accordance with the intention of the commercials’ authors, by including the recipient in a group of people connected by the same kind of experience or problem, the authors also include the recipient in another kind of community: a community of happy users of the advertised product.
- J. Bralczyk, Język na sprzedaż, Gdańsk 2004.
- S. Barańczak, Słowo – perswazja – kultura masowa, „Twórczość” 1975, nr 7.
- P. Lewiński, Retoryka reklamy, Wrocław 1999.
- J. Lizak, Język reklam dla dzieci, Rzeszów 2006.
- E. Szczęsna, Poetyka reklamy, Warszawa 2001.
Publication order reference