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»Folge Deinem eigenen Stern!« - Zur Produktwerbung im Spiegel der russischen Gesellschaf

100%
Donninghaus S.
Acta Neophilologica
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2007
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issue IX
5-17
EN
The language of product advertising reflects political, social, and economic contexts. Thus, a broad basis of material enables linguists to observe in what way the change of a society becomes visible by strategies of marketing a product or a brand name. In the article, by the example of the legendary and prestigious Mercedes-Benz brand this in shown by way of a semantic-pragmatic analysis. For this it is briefly outlined the career of Mercedes-Benz and today’s socioeconomic situation in Russia. By way of examples from a corpus of Russian advertising copies on this brand, which has been on the Russian market for more than a century, it is then demonstrated how the language of economic advertisement works today and which strategies are used to advertise the various products of the different price ranges. From a gender-linguistic perspective it is sketched the use of rhetorical devices by help of which there is breaking through the conventional expectations of those being in the focus of advertising. It is shown in which way the language of advertisement exploits social cliches to sell a certain image of man, and in which way the unique selling proposition is used to make the product-specific, emotional, and the factually not justifiable additional advantage of the advertised vehicles explicit, which makes them different from their competitors. After having determined the linguistic concept of vagueness I explain the highly unclear nature of the language of advertisement, how this way it fulfills its persuasive function, and how it thus tempts consumers to buy a product which was formerly beyond everybody’s means.
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Przemiany strukturalne w produkcji autobusów w Polsce

81%
Ćwikła M.
Prace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego
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2014
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vol. 27
164-180
PL
Polska należy do czołowych producentów autobusów w Europie. W naszym kraju funkcjonują fabryki takich zagranicznych korporacji, jak: MAN, Scania czy Volvo. Rodzimym potentatem pojazdów komunikacji miejskiej jest Solaris Bus & Coach. Polska staje się europejskim centrum produkcji autobusów miejskich, a zlokalizowane w naszym kraju fabryki należą do najnowocześniejszych w Europie. W 2013 roku produkcja autobusów w Polsce osiągnęła poziom 3715 pojazdów. Jest to o 4,17% więcej niż w 2012 roku. Wzrost ten był spowodowany zwiększonym eksportem autobusów oraz rosnącym popytem na krajowym rynku. Zdecydowanym liderem wśród producentów autobusów w Polsce jest MAN Bus, który w 2013 roku wyprodukował 1512 autobusów, czyli o 11,18% więcej niż w roku poprzednim. Drugie miejsce w Polsce pod względem wielkości produkcji zajął Solaris Bus & Coach. Bramy polskiej fabryki w Bolechowie opuściło łącznie 1229 autobusów (w porównaniu do 2012 r. więcej o 23,35%). Trzecie miejsce zajęła firma Volvo Buses, która w 2013 roku wyprodukowała łącznie 699 autobusów, czyli tyle samo co w roku poprzednim. Biorąc pod uwagę rejestrację nowych pojazdów, w 2013 roku zarejestrowano w Polsce 1389 autobusów, czyli o 7,92% więcej niż w 2012 roku. Po przeanalizowaniu rejestracji nowych autobusów w Polsce należy zaznaczyć, że w 2013 roku autobusowym liderem był Mercedes-Benz (542 pojazdy). Drugie miejsce w rankingu zajął Solaris Bus & Coach z wynikiem 318 wozów. Na trzecim miejscu, z liczbą 63 autobusów, uplasował się MAN Bus.
EN
Poland is one of the leading bus manufacturers in Europe. In our country there are factories of such foreign-owned corporations as: MAN, Scania, and Volvo. Solaris Bus & Coach is a locally-owned tycoon in public transport vehicles production. Poland is becoming a manufacturing centre of European city buses and Polish bus factories are one of the most modern factories in Europe. In 2013 Polish factories assembled 3838 buses, which is 4,17% more than in 2011. This is due to the increase in both the export of public transport vehicles and the demand for such goods on the domestic market. MAN Bus, with its bus production of 1512 in 2013, which is 11,18% more than in 2012, is the leader among bus manufacturers in Poland. Located in Bolechowo, Solaris Bus & Coach is the second biggest manufacturer in the country. In 2013, the total of 1229 buses were assembled in their factory, 23,35% more when compared with 2012 production. Volvo Buses, which produced 699 vehicles in 2013 (the same as in 2012) ranks third. As far as the registration of new vehicles is concerned, it should be noted that in 2013, as many as 1389 buses were registered, which is 7,92% more when compared with the number of buses registered in 2012. As for the data concerning the registration of new buses in 2013, the numbers point to the leadership of Mercedes-Benz, which is followed by Solaris Bus & Coach, and MAN Bus, with 417; 318; and 63 vehicles respectively.
3
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(Un)Obtainable Luxury and Performance: The Semiotics of Michael Jordan’s 1996 V12 Mercedes S600 Lorinser

72%
Jacheć T.
Acta Neophilologica
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2022
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vol. 2
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issue XXIV
137-150
EN
On August 23rd, 2020 a model of 1996 V12 Mercedes S600 Lorinser was sold at an eBay auction. While the asking price for this particular model, in 2021, is approximately between $4,500 and $11,000, this particular car was sold for a hefty sum of $202,200. What makes this Mercedes car unique and pricey is the fact that it used to belong to a basketball’s great, Michael Jordan. The fact that the auction in question was finalized in the midst of global, Coronavirus pandemic, and following the release of The Last Dance documentary on Jordan’s career, factors into the interpretation of the semiotics of the automobile itself. The aim of this paper is to analyze: the semiotics meanings attached to Michael Jordan as a persona and a brand/sign; the semiotics meanings attached to Mercedes brand and cars; and, ultimately, shifting semiotic meanings of Jordan’s 1996 V12 Mercedes S600 Lorinser in the context of time and the selling price, with nostalgia as a factor. 
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