DOES NEGATION ENHANCE SALES? THE USE OF NEGATION IN ADVERTISEMENT
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As shown in the material analysed in this paper, negation is a language mechanism that is used quite frequently in advertising slogans. Correct interpretation of advertising messages is based on the creative process of inference, functioning through reference to semantic standards. Negation has a variety of functions in advertising slogans. It may be the means of de-trivialising a message, i.e. a basic linguistic process converting systemic configurations (semantic standards) into non-systemic ones. Various negative senses are also indicated by means of inherent operators of negation, also called pragmatic or presupposition-triggering operators. Similar exponents of negative meanings are adjectives in the comparative and superlative degree, which are remarkably frequent in advertising slogans. The equally frequent negative functor 'nie' in conjunction with imperative forms becomes de-semanticised and may realise various speech acts: in slogans mainly the act of 'positive' advice (encouragement, suggestion/offer) or the act of warning.
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