Texts on the border of language Cover Image

Teksty na granicy języka
Texts on the border of language

Author(s): Jacek Warchala
Subject(s): Language and Literature Studies, Studies of Literature, Polish Literature
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: tekst; reklama; horyzont konotacyjny; wizualizacja; kultura wizualna; retoryka; kampania reklamowa

Summary/Abstract: The present article deals with the issue of text and textuality in such „unstable” and not-so-easy-to-grasp forms as advertising campaigns. The main contention of the article is that we need to reformulate the classical concept of text based on verbal transmission, and enhance it by taking into account visual elements as well as such formally indefinite phenomena as presuppositions and inferences. This is also implied by the necessity to reformulate the concept of intention and by the assumption that the text is always „text for a receiver”, or something that is contituted by the latter’s intention.

  • Issue Year: 11/2014
  • Issue No: 3
  • Page Range: 302-320
  • Page Count: 19
  • Language: Polish