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Motyw spełnienia marzeń w reklamach samochodów w kontekście metafor głębokich

100%
Jóźwiak J.
Acta Universitatis Lodziensis. Folia Linguistica Rossica
|
2017
|
issue 14
81-89
EN
The aim of the paper is to present the realization of motive of dream fulfillment in cars’ advertisements. Polish and Russian advertising slogans of various brands were analyzed. It allows to discribe similarities and differences between the ways of linguistic realization of the motive in Polish and in Russian. The usage of linguistics elements is related to Zaltman’s deep metaphors. Especially the metaphors of journey and of transformation were discussed as an instrument of representing an idea of dream fulfillment in marketing communication.
PL
W niniejszym artykule podjęto próbę przedstawienia realizacji motywu spełnienia marzeń w reklamach samochodów osobowych na podstawie przykładowych tekstów, pochodzących z kampanii reklamowych dealerów różnych marek. Porównanie polskich i rosyjskich tekstów reklamowych pozwoliło wskazać na pewne podobieństwa i różnice. Wykorzystywanie określonych elementów językowych w komunikacji marketingowej zostało przeanalizowane w kontekście metafor głębokich Zaltmana, szczególnie metafory podróży i metafory transformacji.
2

Rola nauczyciela języka obcego w rozwijaniu kompetencji komunikacyjnej uczniów pracy projektowej nad tekstami reklamowymi.

89%
Gorąca G.
Lingwistyka Stosowana / Applied Linguistics / Angewandte Linguistik
|
2009
|
issue 1
91-97
EN
The aim of this paper is to show, how to understand the role of the foreign language teacher in the context of the developing in students communicative competence on the example of the project work on advertising texts. The role of the foreign language teacher has changed. Namely we can observe the recent shift from teacher - centeredness to learner - centeredness in the glottodidactical process. Especially working on projects, related to creation of advertising texts by students, requires from the teacher taking on the role of an advisor (moderator) and supporting his students at the learning process. Teacher competences and functions named by Pfeiffer should be taken into consideration by this specific form of classes as well. They are constantly up to date, that's why they were interpreted for the need of project working.
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