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Erscheinen und Zusammenwirken von Emotionen im multimodalen Werbespot aus diachroner Sicht

100%
Dzierżenga P.
Linguistische Treffen in Wrocław
|
2020
|
issue 18
83-95
EN
The advertising in words, images and sound not only focuses on conveying relevant information about products, but also on stimulating the corresponding emotions at the recipient. The boredom with traditional forms of advertising, negative attitudes towards advertising and often superficial reception of advertising messages make the use of emotional persuasion necessary. The article focuses on the types and interaction of emotions in culinary commercials from three periods: 50s, 80s and the present. It is assumed that different living and communication conditions a few decades ago and today have a significant influence on the appearance and interaction of emotions in the advertising text.
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On the Popcultural Life of Historical Works of Art in Humorous Advertising

88%
Stwora A.
Świat i Słowo
|
2021
|
vol. 36(1)
167-181
EN
The paramount objective of this paper is to discuss the popcultural life of historical works of art in selected humorous ads. Firstly, the workings of the incongruityresolution theory of humour and script opposition are presented. Then, the author proceeds to the topic of popculturing visual art in ads. Finally, attention is paid to specific instances of popculturing and funification in several art-related multimodal ads, which makes it possible to see the mechanisms of humour elicitation resultant from the ongoing displacement of historical works of art and their transference into the pop-cultural and advertising realms. To this end, the author gathered a collection of ads in English in which visual art is used in order to introduce humour.
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