- Tytuł:
-
Трансформація прецедентних рекламних текстів
The Transformation of Case Advertising Texts - Autorzy:
- Diadeczko, Ludmyła
- Powiązania:
- https://bibliotekanauki.pl/articles/1844285.pdf
- Data publikacji:
- 2015-07-26
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwa Uniwersytetu Warszawskiego
- Tematy:
-
precedent text
advertising texts
intertextuality
advertisement
proverbial expressions
socio-functional aspect
speech discourse
communicative situation
word game - Opis:
- The purpose of the suggested scientific research was the identification of specific transformations that are subject to advertising texts and proverbial expressions in oral colloquial speech, and the study of their communicative potential. It is stated that advertising at the beginning of the 21st century became a crucial factor of many social processes and the part of the national culture, changing social norms, cultural traditions, people’s mentality and their verbal behavior. Case advertising texts became a part of society cognitive basis, and they may change when cited. In particular, the number of conclusions were made: advertising texts in oral colloquial discourse may be subject to semantic transformations (the update of semantically coherent advertising content words), structural and semantic transformations that involve lexical substitution, semantic extension and speech compression. In particular, lexical substitution occurs as a result of the replacement of one or more text components, resulting in the expression gets a new connotative shade, additional expression. Semantic extension is due to the expansion of the expression semantics as a result of involving additional language units. Speech compression is a reduction of the proverbial advertising expression, namely some case text speech components are omitted. The changed as a result of speech compression expressions enhance the expressiveness of the intertext and often add a humorous shade of meaning.
- Źródło:
-
Studia Ucrainica Varsoviensia; 2015, 3; 37-46
2299-7237 - Pojawia się w:
- Studia Ucrainica Varsoviensia
- Dostawca treści:
- Biblioteka Nauki
Artykuł