Próba charakterystyki języka motoryzacyjnych reklam prasowych
An attempt to characterise the language of automotive press advertisements

Summary/Abstract: The article is an attempt to conduct a short analysis of the language of selected press advertisements in terms of its function and the persuasion tools employed. The examined material includes automotive advertisements published in „Gazeta Wyborcza” and its Thursday’s supplement at that time „Wysokie obroty” from the period October–December 2007 and „Gazeta Wyborcza” from the period October–December 2009. The subject of the research is solely the part of advertisement called catchphrase. In the analysed automotive advertisements the poetic and impressive functions are dominant over the informative function of language, which is a result of the intention to trigger emotions and desired behaviours on the part of consumers. Several groups of catchphrases are distinguished in the article based on the criterion of the applied linguistic means, such as epithets and similes, the imperative mood, personification, metaphors, syntactic and phraseological parallelism. The listed means form a narrowly understood advertising style, as part of which above all schematisation and petrification of certain elements, and creation of a specific language convention are observable.

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