Perswazja i prawda w tekście reklamowym
Persuasion and Truth in the Advertising Text

Summary/Abstract: The article deals with the problem of advertisement as a specific global text, the problem of the construction of meaning as well as the problem of truth of the propositional sphere in the text considered in its relation to reality and the recipient. In the global message, the meaning is constructed in an interactive and dynamic way. It activates the background of knowledge which was previously recognized in a given target group and uses the rules of synesthesis, metaphor and metonymy which are based upon the mechanism of analogy as well as the principle of intertextual memory, the mechanisms of stereotypical transference, emotionalization and secondary axiological meaning. The metaphorical meaning i.e. the collective global sense of the advertising message is constructed beyond the propositional sphere, in the process of interpretation and creates the sphere of probable and complementary intensions (in the sense given to this term by Hilary Putnam). One cannot give a reasonable description of advertising and other persuasive (e.g. political) texts in terms of “truth” conceived of in the classical sense (adequatio rei et intellectus) because of their fictional character and rhetorical dimension inscribed into the act of speech. The advertising message presents the hypothesis of the truth-for-somebody rather than the objective truth. The truth of this message is verified by its utility or simply by our belief and not by the principle of tautology − something is true for us because we believe it is true and we consider this truth useful for us, the customers-recipients.

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