- Tytuł:
-
Językowo-kulturowa analiza sloganów reklamowych marki Żubr
A linguo-cultural analysis of advertsing slogans of the Żubr brand - Autorzy:
- Szerszunowicz, Joanna
- Powiązania:
- https://bibliotekanauki.pl/articles/2117881.pdf
- Data publikacji:
- 2016-12-30
- Wydawca:
- Uniwersytet w Białymstoku. Wydawnictwo Uniwersytetu w Białymstoku
- Tematy:
-
slogan
beer advertising
linguo-cultural analysis
Żubr brand - Opis:
- The aim of the paper is to analyse slogans of the Żubr brand in a linguocultural perspective. The focal issues of the study are the following aspects: creating the connotative potential of the names żubr (‘bison’, the name of the animal) and Żubr (the beer brand name), using nature as a topos as well as referring to the local color of the region of Podlasie. The cultural dissonance implementation and the ritualization references are also discussed. The linguistic aspects of the analysis comprise the use of lexis and fixed expressions, both in their standard and modified forms. Moreover, the intertextuality of the slogans is analyzed. The research study shows that thanks to the development of the advertising conception, the slogans of this brand play an important role in the creation of the brand on the market and the enhancement of its position.
- Źródło:
-
Białostockie Archiwum Językowe; 2016, 16; 325-343
1641-6961 - Pojawia się w:
- Białostockie Archiwum Językowe
- Dostawca treści:
- Biblioteka Nauki
Artykuł