(Para)literacki wymiar reklamy
(Para) literary dimension of advertising

Summary/Abstract: The impulse to write this article came with the recognition that among the various ways to define and characterize advertising the ones which emphasize – either intentionally or unintentionally – the variously understood (para)literary nature of the phenomenon occupy a prominent position. The belief that advertising can be regarded as a variety or specific manifestations of literature reveals itself on various occasions and in a wide variety of sources (not necessarily oriented towards literary studies): in academic research, literary criticism, essay and column writing, journalism and popular publications. The author does not seek to determine whether and under what conditions advertising complies with the requirements of a literary work, but rather adopts a reconstructive attitude and looks for an answer to the question, due to what properties and factors advertising is sometimes viewed in literary (or, more broadly, artistic) terms, and what arguments are used in support of this thesis, as well as what results from this type of beliefs for literary art itself, its condition, cultural rank and status quo.

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