Komercyjna waloryzacja gwary śląskiej w reklamowej narracji

Abstract

Taking into account that a dialect is a certain type of stylistic-communicative, semantic-cultural and functional category the aims of this article constitute: 1) an attempt to settle the matter of commercial valorization of dialect and its meaning towards the culture, language and communication, and 2) an il-lustration of the selected advertisement mechanisms connected with the ways of introducing a code, specific to the dialect and emphasizing the value of the product. The advertisements in which the textual valorization of dialect indicators is revealed, supported by structural indicators (dialogues, the pre-sence of the narrator/narrators, the composition of utterances which include expressively marked text operators – modulants and lexical collocations sub-jected to the persuasive procedures) were described by the exploitation of prag-malinguistic and cognitive (theory of meaning fields) research conceptions with their methodological solutions.