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  1. 1 Poznań Studies in Contemporary Linguistics

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  1. 1 Polajnar J.

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  1. 1 2016

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Recontextualisation of International Advertising Slogans and Their Equivalents in Different European Languages

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Polajnar J.
Poznań Studies in Contemporary Linguistics
|
2016
|
vol. 52
|
issue 1
85-117
EN
The French advertising slogan by L’Oréal Parce que vous le valez bien. and its equivalents in English Because I’m worth it., in Slovenian Ker se cenim., in German Weiliches mir wert bin., in Spanish Porque yolovalgo. etc. represent only one of the international slogans and its equivalents which have moved beyond its original context of advertising and begun to be recontextualised in new contexts and media, either as familiar quotations, fixed expressions or idioms in newspapers, the World Wide Web and everyday language. The present paper explores this phenomenon – which so far has only been observed impressionistically in individual languages – on selected examples of international advertising slogans cross-linguistically/cross-culturally in several European languages. Their cotextual analysis in terms of the categories afforded by an analytical framework based on approaches from contrastive phraseology and pragma-linguistics complemented with a corpus-based and discourse analytic approach shall exemplify how multifaceted cross-linguistic/cross-cultural recontextualisation can be. The article also sheds light on the potential of advertising as a source of widespread quotations.
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