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Nazwy autorskich wypieków w polskich show kulinarnych

100%
Burska K.
Prace Językoznawcze
|
2021
|
vol. XXIII/1
215–228
PL
Nazwy potraw odgrywają istotną rolę, gdyż nierzadko wpływają na wybór konsumenta w restauracji lub sklepie albo też zachęcają do samodzielnego ich przyrządzenia. Celem artykułu jest semantyczno-pragmatyczna analiza nazw autorskich wypieków w polskim show kulinarnym „Bake off – Ale ciacho!” emitowanym w TVP2 w latach 2016–2019. Materiał badawczy składa się z 300 przykładów. Niemalże obligatoryjnym elementem każdej analizowanej nazwy jest imię uczestnika, które pełni funkcję informacyjną. W wielu nazwach na pierwszy plan wysuwa się funkcja marketingowa. Onimy te nie tylko przekazują informacje o składnikach, pochodzeniu produktów, właściwościach wypieku, jego przeznaczeniu bądź sposobie wykonania, lecz także mają za zadanie pobudzić zmysły, narzucają pozytywne wartościowanie, nierzadko wykorzystując bogatą metaforykę.
EN
The names of the dishes play an important role, because they often determine the choice of the consumer in a restaurant or shop or encourage them to cook them themselves. The aim of the article is a semantic and pragmatic analysis of the names of bakings in the Polish cooking show „Bake off – Ale ciacho!” broadcast on TVP2 in the years 2016–2019. The research material consists of 300 examples. Almost an obligatory element of each analyzed name is the name of the participant, which has an informative function. In many names, the marketing function is emphasized. They not only provide information about ingredients, origin of products, baking properties, its purpose or method of baking, but also are designed to stimulate the senses, impose positive valuation, often using rich metaphors.
2
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Delikatne musssnięcie, MONstrualna dziura, OBAMERYKA, Futbol w czasach zarazy — o recepcji nagłówków prasowych i telewizyjnych oraz sloganów reklamowych

100%
Burska K., Łódzki U.
Acta Universitatis Lodziensis. Folia Linguistica
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2012
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vol. 046
EN
Journalists and copywriters use many language games to attract the recipient’s attention nowadays. The article shows the results of a questionnaire which tries to answer the following question: What is the competence of the media text’s senders? The author discusses which linguistic phenomena play the most important role in press and TV headlines and advertising slogans. Are recipients able to recognize modification of phrases, proverbs and titles of films, books and songs, portmanteaus, graphic treatments and visualizations? Furthermore, the results of the questionnaire indicates what word-play has the greatest persuasive influence on the receiver.
3
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Kontaminacje jedno- i wielowęzłowe w nagłówkach prasowych i komunikatach reklamowych

100%
Burska K., Łódzki U.
Acta Universitatis Lodziensis. Folia Linguistica
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2012
|
vol. 046
EN
In recent years, portmanteau words have become very popular linguistic phenomena in press headlines and advertising slogans. This research focuses on wordplay in headlines from daily newspapers, weekly and monthly magazines and advertising texts. The au-thor discusses which words can blend and tries to answer the question what functions portmanteau words perform in contemporary media texts. The main aim of this article is an analysis of portmanteau words which occur in initial (e.g. mękamatyka combines the word męka with the word matematyka), middle (e.g. Billary combines the name Bill with the name Hillary) and final sounds (e.g. WIELKAMOC combines the word Wielkanoc with the word moc) of words. Portmanteau words can have one (e.g. fordyfikacja, tamby-lec, Motylia) or more common parts (eurogadament, wyLOTynki, archeostrady). Portmanteau words play an important role in media texts nowadays. The basic purpose of using them in headlines and advertising slogans is to encourage/persuade recipients to read an article or buy an advertised product. Sometimes portmanteau words are used to call new products or phenomena. Very often portmanteau words are sources of humour, which allows building close relations between the sender and the receiver. These neologisms help to attract the recipient’s attention and express the au-thor’s emotional attitude to the entities described. They can communicate to readers or customers the possibility of double reading of headlines and slogans, expand or restrict information, and convey positive or negative meanings. They are often used to bond with the receiver. Furthermore, using portmanteau words testify to “economy trends” in a language.
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