O funkcji substytucji frazemów w reklamie prasowej
The function of phrasem substitution in press advertising

Summary/Abstract: Substitution is a method of formal phraseme modification, which is one of the most favourite linguistic means in press advertising due to its communication value and expressive character. Its popularity can be explained by, inter alia, inexhaustible possibilities of expressive word games at various levels of difficulty in reception. The aim of this paper is not only to present substitution as a method of formal modification of a phraseme engendering semantic effects, but above all to discuss its function in press advertising. Thanks to its creativity, substitution draws the recipient’s attention, facilitates reading and improves coherence of the text of a press advertisement. Thanks to referring to known fixed wording, it is possible to evoke in the recipient positive emotions in relation to the advertised product, and thus its appreciation takes place. Thanks to the popularity of well-known wording, the effort related to memorization is reduced, which leads to better consolidation and strengthens the message of the advertising text in the recipient’s memory. Moreover, by using modified phrasemes in appropriate advertising contexts, various semantic effects are caused, arising because of the metaphorical nature of phrases, in particular idioms. In addition, thanks to substitution, additional information can be included in the text of the advertisement in a condensed form, especially in the wording where, despite the change in the formal structure, the denotative meaning of well-known fixed wording is still noticeable. The paper is based on a corpus of 500 advertisements in which phraseme substitution comprises 146 examples.

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