PRAGMALINGWISTYCZNE STRATEGIE MARKETINGOWE "WIADOMOŚCI LITERACKICH"
PRAGMALINGUISTIC MARKETING STRATEGIES OF "WIADOMOŚCI LITERACKIE"

Summary/Abstract: The article titled Pragmalinguistic marketing strategies of „Wiadomości Literackie” presents marketing actions as a communication process oriented on achieving satisfying effects. It describes the persuasive communication relation between the editorial staff of the literary weekly published in the interwar period, composed of the members of the Skamander group, and its readers. In order to encourage the recipient to buy and read the magazine, the sender employs appropriate marketing strategies, that is a range of linguistic exponents of persuasion. The intentional position of the editorial staff of „Wiadomości Literackie” is reflected in journalistic texts: interviews are characterised by familiarity and a distinct presence of the journalist, reviews represent numerous components which make the statement subjective: informality, figurativeness, suggestiveness, uncompromisingness, and in editorial texts: the leading article displays the weekly as a product in a valorising manner. Trans. M. Czarnecka

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