"Innowacyjne podejście ma znaczenie..." : strategie komunikacyjne w reklamie

Abstract

The paper focuses on the analysis of the selected communicative and linguistic strategies, which are the sign of mass and commercial culture. The paper describes text games referring to structure and games referring to a selected linguistic variety. The texts of the advertisements analysed here illustrate creative and distorted adaptation of the linguistic features characteristic for the colloquial variety of Polish, the slang and even for the dialects in the context of the advertisements. It relates to such phenomena as innovation, morphological and semantic neologism, implementation of ambiguity and simultaneous exposition of the stylistic sources for lexemes and idiomatic expression. The processes described here do not use up the topic of the linguistic and semantic games but only indicate the selected mechanisms with the impact and technique of persuasion in the advertisements.