PL EN


Journal
2018 | 62 | 243-258
Article title

Goździkowa przypomina… O derywatach słowotwórczych będących nazwami własnymi w tekstach reklam

Content
Title variants
EN
Goździkowa przypomina… Concerning the Word Formation of Proper Names in the Texts of Advertisements
Languages of publication
PL EN
Abstracts
EN
The article contains an analysis of the word formation of proper names which are used in the texts of advertisements. The analyzed examples are drawn from the texts of advertisements found on television, radio, press, the Internet etc. which were produced at the end of 20th century and the beginning of 21st century. The article analyses two categories of these proper names: word formations which are used in contemporary Polish language (f.e. Robuś, Marysia, Stefcia, Kasia, Jasio, Krzyś, Rozalka, Basia, Bartuś, Sabinka, Julka, Karinka, Tomek, Adaś, Goździkowa) and neologisms f.e. Zapobiegalska, Zarażalski, Kichalska, Krzywonogi, Przyklapiusz, Musztarderowie, TurboDymoMan, SuperEs, Zozolka, Łazienkowo). The analysis conducted in the article proves that both types of proper names, which are word formation derivatives, appear relatively often in the texts of advertisements. This is the case since they are easy to form (advertisements take the majority of them from usage) and can perform many functions, which advertisements willingly use for their own needs. Proper names that are word formation derivatives and just proper names serve mainly as an assessment as they connote the values appreciated both culturally and socially and the values attributed to proper names are carried on the advertised products. Proper names which are derivatives create a desired picture of advertised products more expressively than other proper names, thanks to their clear word formation structure. Moreover, they expose their commercial assets so they fully use and at the same time cocreate the system of values of consumption culture.
Journal
Year
Issue
62
Pages
243-258
Physical description
Dates
printed
2018-12-09
Contributors
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-0a3df96d-017e-49de-915b-6a9fb8758d92
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