ZWIĄZKI FRAZEOLOGICZNE FUNKCJONUJĄCE W PRASOWYCH KOMUNIKATACH DOTYCZĄCYCH MODY
PHRASEOLOGICAL UNITS IN FASHION ADVERTISEMENTS

Summary/Abstract: The copywriters and journalists often use the resources of the phraseological units. They use them frequently in texts about fashion, headlines, signatures and slogans. As a result of the analysis of the resource material gathered, it was established that phraseological units appear in them in the canonical and modified form. The analysis of the phraseological units recorded in fashion advertisements has shown that their creators apply various kinds of operations on them. The changes concern both the form and semantics. The conducted research proved that the change of the compound is the most frequent case. As a result, different lexical variations occur. Usually they are not units acceptable in the Polish language. Such compounds appear because of particular intentions a certain text. The other operation which is also quite frequent is adding a component to a fixed phraseological unit. As a result, quantity variations appear. Similar to the previous case, such phraseological units are not typical in the Polish language, and their creation is determined by the needs of a certain advertisement. Within the semantics of the recorded phraseological units, the most frequent operation is revealing the structural meaning, i.e. the literal meaning of the unit. It may happen that structural semantics of a phraseological unit functions together with the real meaning. ‘The clash’ of the structural and real meaning can lead to creation of language jokes. Furthermore, such operation may serve as a means of manipulation – it catches the reader’s attention and encourages further reading.

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