Szyldy miejskie w perspektywie aksjolingwistycznej
Urban signs in an axiolinguistic perspective

Summary/Abstract: Drawing on the broad semiotic approach to urban space and the so-called linguistic landscape studies, the subject of the following analysis is commercial (shop) signs in the urban space of Rzeszów as minimal multimodal texts with an informational, attention-getting and persuasive function. The analysis concentrates on the lexical, visual and typo/graphic means used – despite formal and cognitive/communicative constraints – to directly or implicitly express (positive) value judgements about the products and services offered.

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