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Nasza niebajka – parafrazy tekstów reklamowych w „Dniu świra” Marka Koterskiego

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Miławska M.
Poznańskie Studia Polonistyczne. Seria Językoznawcza
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2014
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vol. 21
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issue 1
169-183
PL
In the movie Dzień świra – one of the most popular Polish comedies of the recent years – Marek Koterski presents his personal vision of the Polish language. The director, recognizing the advertising messages as an important phenomenon of the modern culture, makes a paraphrase of such texts – both in their verbal and visual layer. Conducting various linguistic experiments, he reveals manipulative mechanisms of advertising slogans. Parodies and caricatures are intended to demonstrate a fictional harmony of advertising texts – instead of the desired fabulous world, the spectator (and reader) is forced to receive brutal messages, going beyond the sphere of taboo.
2
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Historia i współczesność zapisane w języku. Pedagogiczne wędrówki po świecie związków frazeologicznych

100%
Kuszak K.
Kultura-Społeczeństwo-Edukacja
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2014
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vol. 6
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issue 2
39-56
EN
The article attempts to search for continuity between the past and the present inscribed in the language, using selected idioms as examples. The author presents idioms as a linguistic “transmitter” of culture reflecting the experiences of its users. The paper concludes with a few reflections on the role of language education and creating the linguistic awareness of the young generation. The author highlights the need to combine the knowledge of the history of traditional idioms and the knowledge of using new idioms created for advertising and media purposes to shape the attitudes and language activity of young people.
3
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Communication Strategies and Tactics as Key Points of Business Development

100%
Machulska K.
Zeszyty Naukowe UPH seria Administracja i Zarządzanie
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2017
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vol. 41
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issue 114
135-142
PL
The study of communication strategies and tactics occupies an important niche in strategicmanagement. The relevance of this article lies in the fact that the interest of modern business administrationscience in the search for patterns and mechanisms of communication influence on the recipientis growing constantly. Communication strategies and tactics in the advertising of English-languageweb-recourses have been determined. We have defined two communication strategies for onlinestoresslogans: 1) a strategy of encouraging the consumer to choose the appropriate goods or service;2) a strategy of positioning the organisation in the market. Also various communication tactics,with the help of which those two strategies can be realised, have been described. They are: tactics ofappeal to the consumer; tactics of target group indication; tactics of ambiguity/disambiguity of theexpression, content and references; tactics of demonstration of the organisation's advantages anddisadvantages; tactics of emphasizing competence, experience, traditions and values; tactics ofgoods and services naming; tactics of using the store's name. In this article we try to identify which ofthem is the most effective. The proposed versions are based on the results of linguistic interviewing.
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