Teksty na granicy języka

• Authors: Jacek Warchala
• Languages of publication: PL

Abstracts

PL

The present article deals with the issue of text and textuality in such „unstable” and not-so-easy-to-grasp forms as advertising campaigns. The main contention of the article is that we need to reformulate the classical concept of text based on verbal transmission, and enhance it by taking into account visual elements as well as such formally indefinite phenomena as presuppositions and inferences. This is also implied by the necessity to reformulate the concept of intention and by the assumption that the text is always „text for a receiver”, or something that is contituted by the latter’s intention.

Keywords

PL

tekst, advertisement, connotation horizon, visualization, visual culture, rhetoric, advertising campaign

• Publisher: Uniwersytet Jagielloński
• Journal: Konteksty Kultury
• Year: 2014
• Volume: 11
• Issue: 3

Dates

published

2014

online

2014-09-09

Contributors

author

Jacek Warchala