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  1. 1 Linguistica Silesiana

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  1. 1 2009

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  1. 1 Zabawa M.

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THE USE OF ENGLISH ELEMENTS IN POLISH COMMERCIALS AND PRESS ADVERTISEMENTS: SUCCESS OR FAILURE?

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Zabawa M.
Linguistica Silesiana
|
2009
|
vol. 30
185-194
EN
The paper deals with the use of English lexical borrowings in Polish commercials and press advertisements. The author first gives a brief, general account of English loanwords used in Polish advertisements and then concentrates on concrete examples of such borrowings. Particular attention is paid to the discussion of the necessity of the use of such loans in the Polish language of advertising. The author argues, on the basis of the questionnaire described in the paper, that most of the English loans in Polish do not make the message clearer to a Polish receiver. In fact, they seem to hinder comprehensibility. However, as the questionnaire has shown, they do evoke positive connotations of a given product and/or a company.
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