MOTYW SPEŁNIENIA MARZEŃ W REKLAMACH SAMOCHODÓW W KONTEKŚCIE METAFOR GŁĘBOKICH
A MOTIVE OF DREAM FULFILLMENT IN THE ADVERTISINGS OF THE CARS IN THE CONTEXT OF DEEP METAPHORS
Author(s): Jolanta JozwiakSubject(s): Language studies, Communication studies, Lexis, Semantics, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: motive of dream fulfillment; deep metaphors; marketing communication; advertising’s texts;
Summary/Abstract: The aim of the paper is to present the realization of motive of dream fulfillment in cars’ advertisements. Polish and Russian advertising slogans of various brands were analyzed. It allows to describe similarities and differences between the ways of linguistic realization of the motive in Polish and in Russian. The usage of linguistics elements is related to Zaltman’s deep metaphors. Especially the metaphors of journey and of transformation were discussed as an instrument of representing an idea of dream fulfillment in marketing communication.
Journal: Acta Universitatis Lodziensis. Folia Linguistica Rossica
- Issue Year: 2017
- Issue No: 14
- Page Range: 81-89
- Page Count: 9
- Language: Polish
