"Mowa reklamowa", czyli o reklamie w języku dzieci i młodzieży

Abstract

Commercial as a omnipresent phenomenon has a big influence on an inexperienced recipient: small child, school kid, and the young. Authors are trying to explore which items from the commercial texts are present in young people’s language. The authors show different kinds of commercial signs in language. They are based on poll researches, observations held between young children and students and available materials analysis. Among the youngest children this influence is the most significant: children topical games (verbal also), children’s folklore (poems, jokes) and literal quotation used in communication with peers and adults appeal to commercials. The usage of vocabulary from the youngest polish language (‘super’, ‘extra’ and ‘mega’) are easily noticeable in students language. This kind of vocabulary is usually used by copy writers in order to reach the attention of a little bit older recipients. Older children - the target group- usually resigns from this vocabulary. Language is a space where they look for originality and where they display their individuality and spontaneity in language usage. Authors notice, that part of the lexis taken from commercials (products’ names, parts of slogans) in peer communication changes its primary meaning and perform a role of unintelligible (secret) code for average language user. At the same time young people (students in gimnazjum and older children), conduct a special kind of dialogue, using parts of commercial formed as quotations, especially those which are quite surprising in this dialogue, marked by humour (examples of this kind of usage occur in the study). Those examples show, that commercials’ text is becoming a source of cultural references. They replace in this function literary texts and other texts from high culture.