Nazwy własne jako nośnik wartościowania w tekstach reklamowych

• Authors: Izabela Łuc

Title variants

EN

Proper Names as a valuation Medium in Advertising Texts

• Languages of publication: PL

Abstracts

EN

The article discusses the ways and mechanisms of inscribing selected proper names into the advertising con(text) and attempts at disintegrating the components of onyms. It shows the use of their connotational and associational value, as well as their contextual associational potential. The description of those phenomena enables one to formulate conclusions about the function and functional shifts of onyms, as well as about the shaping of a postmodern system of values by means of the same.

Keywords

PL

nazwa pospolita; nazwa własna; wartościowanie; reklama; gra językowa; nazwa pospolita; nazwa własna; wartościowanie; reklama; gra językowa

EN

common name; proper name; valuation; advertisement; language game

• Publisher: Instytut Języka Polskiego Polskiej Akademii Nauk
• Journal: Onomastica
• Year: 2015
• Volume: 59
• Pages: 77-91

Dates

published

2015-11-26

Contributors

author

Izabela Łuc

Identifiers

DOI

10.17651/ONOMAST.59.4