Język reklam standaryzowanych
The Language of Standardised Advertisements
Author(s): Aleksandra BurdukiewiczSubject(s): Marketing / Advertising
Published by: Wydawnictwo Wydziału Dziennikarstwa, Informacji i Bibliologii Uniwersytetu Warszawskiego
Keywords: standardized advertisement; local advertisement; language; cultural differences
Summary/Abstract: The aim of the paper is to analyze cultural differences in press advertisements from weekly magazines “Wprost” and “Time” (from the years 2003–2004). Both standardized and local (only for the Polish market) advertisements were analyzed. In the language of local ads, the features of Polish language and culture were noted: an open and spontaneous expression of emotions, as well as formulating advice to a potential client, using the imperative mode. In the case of standardized advertising, appealing to emotions and feelings distinguished the Polish version of advertisements from the English ones.
Journal: Studia Medioznawcze
- Issue Year: 54/2013
- Issue No: 3
- Page Range: 131-147
- Page Count: 18
- Language: Polish