Rodzina skonstruowana na potrzeby perswazji w świetle badań reklamy i znaków towarowych
The Family Constructed for the Purpose of Persuasion in the Light of Advertising and Trademark Research

Summary/Abstract: RESEARCH OBJECTIVE: The purpose of the article is to show the relationship between the image of the family in language and creative activities in advertising, and to present the current image of the family in advertising activities based on trademark analysis and television advertising research. THE RESEARCH PROBLEM AND METHODS: The research problem is to show how to present the family in advertising while indicating the reasons for persuasion. Among the research methods, the dictionary data analysis, corpus analysis, potential tests, frame semantics and, as an alternative, a linguistic image of the world were chosen. THE PROCESS OF ARGUMENTATION: The argument consists of three parts. The purpose of the first part is to show the specifics of the word and concept of the family in language in the light of corpus and dictionary studies, which show the reasons for the ways of presenting the family in advertising. The rest of the discussion presents ways of using the concept of the family in the design of trademarks. The third part of the discussion focuses on showing the specifics of presenting the family and its model in commercial advertising. RESEARCH RESULTS: The conducted research proves that the way the family is presented in television advertising corresponds to the most popular dictionary and corpus meanings that justify the choice of a nuclear family in advertising instead of a multi-generational family. The image of a family in spots and trademarks serves the purpose of performing a fatal function, evaluating products, an offer or a producer, and uses heuristics to serve the recipient’s acceptance of the judgements expressed in the messages. CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: The image of the family in trademarks and TV commercials is less diverse when combined with media messages of a nonpersuasive function. It also differs from the family image in Internet-specific ads. The use of the traditional meaning of the family fixed in language and colloquial thinking is modified to the needs of the intended addressee (mother, father, their offspring), which opens the discussion on the changing patterns of masculinity, femininity and childhood.

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