Styl reklamowy w perspektywie trzech paradygmatów współczesnej stylistyki

• Authors: Rafał Zimny

Title variants

EN

The style of advertising as seen from the perspective of the three paradigms of contemporary stylistics

• Languages of publication: PL

Abstracts

EN

The paper aims to verify the status of the language being used in advertising practice as a fragment of the stylistic system of Polish. The author examines in details the relations between the ways language is used in advertising and the three contemporarily relevant linguistic theories of style: the functional, the pragmatic and the cognitive one. The conclusion is that the language of advertising cannot be qualified as a functional style, whereas it can be distinguished as a style only when pragmatic and/or cognitive factors are taken into account.

Keywords

EN

language style; language of advertising; media communication; styl językowy; język reklamy; komunikacja medialna

• Publisher: Wydawnictwo Uniwersytetu Wroclawskiego
• Journal: Język a Kultura
• Year: 2014
• Volume: 24
• Pages: 165 - 177

Contributors

author

Rafał Zimny

• Uniwersytet Kazimierza Wielkiego w Bydgoszczy