"Ugarnirować kremem przy pomocy lejka". Dyskurs kulinarny w polskiej reklamie prasowej początku XX wieku
Ugarnirowac kremem przy pomocy lejka. Culinary discourse In Polish press advertising from the beginning of the 20th century

Summary/Abstract: The article analyzes the method of implementing the culinary discourse in advertising texts published in „Tygodnik Ilustrowany” in 1910–1927. The focus was primarily on analyzing those ads that annexed a specific genre for their needs: a recipe. Moreover, advertisements were described in which determinants of various genres and styles intertwined, especially those in which elements of culinary discourse were intertwined with lexical determinants of scientific discourse. The analysis of the lexis of old advertisements also made it possible to observe which cooking vocabulary, often present in material from over a hundred years ago, is already perceived as archaic from a modern perspective.

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