LEKSEM PIĘKNO W PONOWOCZESNEJ REKLAMIE
The Lexeme Beauty in Postmodern Advertising

Summary/Abstract: The article touches upon the phenomenon of “implication” of the lexeme beauty in postmodern advertising, while presenting persuasive ways of the contextual placement of the same in a commercial utterance. The analytical material gathered in the form of advertisements shows that the lexeme beauty, while being intentionally inscribed in the advertising context, brings to the receiver’s mind values that are considered unique and timeless, but it also reveals the postmodern ways of semantic transformation of the lexeme’s meaning, which ways consist in desemantising, or in expanding the scope of its meaning.

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