Nowoczesna retoryka funeralna: język reklamy pogrzebowej w kontekście konsumpcjonizmu i globalizacji
Contemporary Funeral Rhetoric: Discourse of Funeral Advertising Amidst Consumerism and Globalization

Summary/Abstract: The aim of the article is to identify the impact of globalization on the shaping of advertising language in the funeral industry. The primary aim of the study is to demonstrate how globalization shapes the rhetoric of the funeral industry through the adoption of persuasive language typical of consumer culture. The analysis draws on service descriptions and promotional content sourced from the websites of funeral businesses. A total of 70 advertising texts published on company websites were examined. The findings show that globalization fosters the adaptation of consumerist persuasion techniques, including the use of evaluative language, anglicisms, and politeness patterns derived from Western culture. Despite the specific nature of the industry, entrepreneurs are increasingly adopting marketing strategies known from other sectors in an effort to stand out in a competitive market. At the same time, the study highlights the tension between tradition and innovation, which shapes the modern image of the funeral services sector.

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