The article investigates the linguistic reflection of post-modernist sociological theory (e.g. Campbell 1989; Baudrillard 1979, 1998; Ritzer 2001) in the case study of Polish radio commercials. The authoress assumed that radio commercials are a communicative event of the post-modern society. Furthermore, they are simulated event: a guided conversation, which is imbued, in Eliade's terminology, with the function of 'coincidencia oppositorum'. The source of 310 radio commercials serves to single out enchantment strategies in the commercial idiolect, reflecting the seduction, fetishism and the decline of the moral posture of autarchy in contemporary society.
M. Haladewicz-Grzelak, Politechnika Opolska, ul. S. Mikolajczyka 5, 45-271 Opole, Poland
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