In the movie Dzień świra – one of the most popular Polish comedies of the recent years – Marek Koterski presents his personal vision of the Polish language. The director, recognizing the advertising messages as an important phenomenon of the modern culture, makes a paraphrase of such texts – both in their verbal and visual layer. Conducting various linguistic experiments, he reveals manipulative mechanisms of advertising slogans. Parodies and caricatures are intended to demonstrate a fictional harmony of advertising texts – instead of the desired fabulous world, the spectator (and reader) is forced to receive brutal messages, going beyond the sphere of taboo.
The article presents the most typical ways of co-building various types of film space through the verbal layer of the soundtrack: inside the frame and outside of it, diegetic and non-diegetic, and narrative and non-narrative. In order to discuss linguistic ways of co-creating space, the author used the tenets of mediolinguistics and the ideas of the textual image of the world and the linguistic image of the world.
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