Wybrane aspekty językowe postów content designerów (na przykładzie marki Coca-Cola)
Selected linguistic aspects of content designers’ posts (on Coca-Cola brand example)

Summary/Abstract: The paper is an attempt to linguistically describe the most important featuresof the language of contemporary online advertising. The aim of the article is to presentand analyze the changes in language caused by modern forms of communication in contextof contemporary content marketing strategies on social media sites. The author basedthe research on a selection of language aspects of posts appearing on Facebook andon the Coca-Cola fan page. The characteristics of the linguistic properties adopted forthe study concern three research areas: lexis, grammar (with particular emphasis onsyntax) and textual phenomena.

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