„Wińsko upaja”, a „Bagno wciąga” – o sloganach reklamowych polskich miast i regionów
“Wińsko upaja” and “Bagno wciąga” – on advertising slogans of Polish cities and regions

Summary/Abstract: Place marketing in Poland is a relatively new phenomenon, and its observations focusmainly on the problems of management, psychology, sociology and visual identification.The article presents results of the research on the lexis of advertising slogans of Polishterritorial units: voivodeships, counties, municipalities, communes and cities. The studypresents the structure of promotional slogans, the frequency of particular parts of speechand their persuasive value. Semantic categories characteristic of the studied texts arealso discussed. In order to attract people, administrative units often emphasise in theirslogans the advantageous location of the place, its uniqueness as regards safety, peace,health values, clean environment, openness to different forms of human activity, modernity,development. They also refer to the local attractions, e.g. monuments, history, eventswhich determine the specificity of the place, its strengths, competitiveness in comparison with other cities or regions. Slogans usually provide information that could help a givenunit be chosen as a good place for living, investing, studying, resting, sightseeing, developingeconomic activity.

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