Rytuały na sprzedaż – o językowym kształcie ofert salonów kosmetycznychBieńdoi. org/10.5281/zenodo.2562743
Rituals for Sale – offers of Beauty Parlours from the Linguistic Point of View

Summary/Abstract: The main topic of the article is a linguistic analysis of advertising texts from the pragmatic point of view, in which the significance of the notion of “ritual” is emphasized. It discusses the kind of linguistic means that perform the function of these texts and describe beauty services. The article examines metaphorical images of rituals, considered with reference to the Lakoff and Johnson cognitive theory of metaphor. The study analyses 100 advertising texts accessible on the websites of contemporary beauty parlours, defining the linguistic means realising their persuasive function. It is established that the usage of the notion of “ritual”could be partly a consequence of body rituals present in our culture, but is mainly targeted at captatio benevolentiae.

• Details
• Contents