Kreatywność językowa w marketingu
Linguistic creativity in marketing
Contributor(s): Katarzyna Burska (Editor), Bartłomiej Cieśla (Editor)
Subject(s): Social Sciences, Language and Literature Studies, Media studies, Theoretical Linguistics, Applied Linguistics, Communication studies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: linguistic creativity; marketing
Summary/Abstract: "Linguistic creativity in marketing" is the seventh book in the cycle devoted to linguistic creativity. The title issue is considered on two levels - theoretical and practical. The volume includes articles on important and current problems of Internet communication, such as: language on social media, copywriting, contemporary language trends in content marketing. The texts are divided into six categories corresponding to the main thematic fields: 1. Theoretical issues; 2. Linguistic creativity and communication on social media; 3. Linguistic creativity in the press and television; 4. Linguistic creativity and slogans and proper names; 5. Linguistic creativity and real-time marketing; 6. Linguistic creativity and storytelling. From general issues and issues related to the functioning of the media, we move towards the analysis of linguistic and content components, which currently play a significant role in marketing communication.
Series: Uniwersytet Łódzki
- E-ISBN-13: 978-83-8220-711-8
- Print-ISBN-13: 978-83-8220-710-1
- Page Count: 278
- Publication Year: 2022
- Language: Polish
Wstęp
Wstęp
(Introduction)
- Author(s):Katarzyna Burska, Bartłomiej Cieśla
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:7-8
- No. of Pages:2
Kreatywność językowa w ujęciu przedmiotowym
Kreatywność językowa w ujęciu przedmiotowym
(Linguistic creativity as a feature of the text)
- Author(s):Bartłomiej Cieśla
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:11-25
- No. of Pages:15
- Keywords:creativity; linguistic creativity; linguistic pragmatics
- Summary/Abstract:The article deals with the concept of linguistic creativity, behind which there are many meanings and research intuitions today. It may indicate: a) a dynamic process of creating an infinite number of statements on the basis of a finite number of linguistic signs and grammatical rules; b) linguistic and textual structures that are new or original; c) the ability to create artistic and functional texts as well as the products of such processes; d) linguistic image of the world created by the recipient, performativity of linguistic constructions; constructing the plot (and thus phenomena related to language, however, find expression mainly in the mental sphere); e) violation of the norm (ironic use) Therefore, the question arises, how to understand novelty or originality, relating both of these categories to the complex and extremely diverse linguistic matter? If we express the view that a text or some linguistic device is new or original - what exactly do we consider as the basis for comparison? This work is an attempt to indicate several research paths that can be derived from different ways of understanding the concept.
Nawiązania intertekstualne jako przejaw kreatywności reklamowej na przykładzie sieci sklepów Lidl
Nawiązania intertekstualne jako przejaw kreatywności reklamowej na przykładzie sieci sklepów Lidl
(Intertextual references as a manifestation of advertising creativity on the example of the Lidl chain of stores)
- Author(s):Agnieszka Banach
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:29-40
- No. of Pages:12
- Keywords:linguistic creativity; advertisment, intertextual references; internet
- Summary/Abstract:The article focuses on the linguistic analysis of intertextual references appearing in the advertisements of the Lidl store network posted on the Facebook social network. The published content is arranged in a triadic pattern of intertextuality - ludic function - marketing function. Only references to literature, film and the music scene in general were analysed. The advertising slogans fully exhaust the features of linguistic creativity, initialize intelligent and humorous game with the recipient. In addition, the references used are focused around popular culture texts, and at the same time the slogans implement the assumptions of the genre, such as: brevity, attractiveness, persuasiveness, ease of remembering.
Neologizmy słowotwórcze jako element komunikatu reklamowego w internecie (na przykładzie fanpage’a Lidl Polska)
Neologizmy słowotwórcze jako element komunikatu reklamowego w internecie (na przykładzie fanpage’a Lidl Polska)
(Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page))
- Author(s):Katarzyna Burska
- Language:Polish
- Subject(s):Theoretical Linguistics, Communication studies
- Page Range:41-71
- No. of Pages:31
- Keywords:linguistic creativity; neologism; portmanteau; fanpage; advertisement; word-formation
- Summary/Abstract:The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreate the structure of such structures, it is also important to trace their semantic-pragmatic properties. The material basis are posts published on the fanpage of Lidl stores from 1st July 2020 to 28th February 2021. The presented word-formation innovations rarely serve nomination purposes. Their function is reduced to ludic character, that is, to amuse the viewer with an unconventional form. The analyzed constructions are ephemeral, their main tasks are to evoke short-term emotions, make the purchase more pleasant for consumers and arouse sympathy for the brand. Positive structures constitute a significant part of the analyzed material. The most frequently used word formation procedure is portmanteau; decompositions, adhesions and cuts appear much less frequently. The words from the English language are used relatively often in the above-mentioned language games. The advertising message of Lidl stores on Facebook should be treated comprehensively: not only the main slogans play an important role, but also images and supplementary texts of several sentences.
Kreatywność językowa w mediach społecznościowych (na przykładzie stron facebookowych sieci kawiarni)
Kreatywność językowa w mediach społecznościowych (na przykładzie stron facebookowych sieci kawiarni)
(Linguistic creativity in social media (via the example of Facebook pages of coffee shops))
- Author(s):Aleksandra Kujawiak
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:73-91
- No. of Pages:19
- Keywords:linguistic creativity; linguistic means; social media; social marketing
- Summary/Abstract:The article contains an analysis of creative linguistic and stylistic means used in online advertising. The research material consists of posts published on the Facebook fan pages of three coffee shop chains: Costa Coffee Poland, Green Caffè Nero and So! Coffee, in the period 2019-2020. The following groups of means are discussed in the text: metaphors (including: synesthetic metaphors, hyperbolas and personifications), modifications of phraseologisms and proverbs, intertextual references, examples of using the ambiguity of words (polysemy) and their sonic similarity (homonymy), and graphic means.
„Złap sen na całą noc”. Charakterystyka reklam w czasopismach medycznych
„Złap sen na całą noc”. Charakterystyka reklam w czasopismach medycznych
(„Catch the dream for all night”. Characteristic of the advertisements in the medical journals.)
- Author(s):Babara Drozd
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:95-113
- No. of Pages:19
- Keywords:advertisement; medical journal; persuasion; comunication; specialised terms
- Summary/Abstract:The aim of the article was to analysed the advertisements derived from the medical journal „Medycyna po Dyplomie, which is addressed to specialised type of recipients, it means: doctor or doctor which is a specialist, and also adept (student). It was relevant to investigate if this kind of medicine advertisements stand out from the other well know television advertisements. The characteristics of the advertisement show that their recipients are strictly determined by specialised knowledge, specialised terms and acronims.
Kreatywność językowa i wartościowanie w nagłówkach serwisów informacyjnych (na przykładzie Wiadomości i Wydarzeń)
Kreatywność językowa i wartościowanie w nagłówkach serwisów informacyjnych (na przykładzie Wiadomości i Wydarzeń)
(Linguistic creativity and evaluation in news headlines (on the example of Wiadomości and Wydarzenia))
- Author(s):Paulina Zwolińska
- Language:Polish
- Subject(s):Social Sciences, Media studies, Theoretical Linguistics
- Page Range:115-128
- No. of Pages:14
- Keywords:marketing; creativity; linguistics; news service; headline
- Summary/Abstract:The main task of TV news services is to convey the news to the public. The language used by presenters and broadcasters has certain characteristics. The purpose of this article is to analyze the quantitative and qualitative headlines from ten major editions of two TV news services: „Wiadomości” and „Wydarzenia”. The author primarily study the evaluation of particular titles and the various language strategies used in them.
Wykorzystanie haseł reklamowych w obszarze marketingu komunalnego – wybrane aspekty
Wykorzystanie haseł reklamowych w obszarze marketingu komunalnego – wybrane aspekty
(The Use of Marketing Slogans in Municipal Marketing - selected aspects)
- Author(s):Miłosz Czopek, Olena Kijowska
- Language:Polish
- Subject(s):Media studies, Theoretical Linguistics
- Page Range:131-144
- No. of Pages:14
- Keywords:slogan; logo; municipal marketing; identity
- Summary/Abstract:Municipal marketing plays a crucial role in the positioning of local governments on the investment, tourist and cultural markets. In the study, the authors present the determinants of municipal marketing, indicate the factors which have significantly contributed to its development and list the recipients of internal and external activities related to municipal marketing. The study also presents the results of research on the importance and effectiveness of city and town advertising slogans in public perception, the best communication channels used for promotion purposes and their characteristic features. The article also shows the results of the analysis of three slogans advertising towns located in the Dolnośląskie [ Lower Silesia ] Voivodeship.
Psia kość! Kreatywność językowa w nazwach gier planszowych i karcianych
Psia kość! Kreatywność językowa w nazwach gier planszowych i karcianych
(Psia Kość! Linguistic creativity in the names of board and card games)
- Author(s):Katarzyna Furmaniak
- Language:Polish
- Subject(s):Social Sciences, Theoretical Linguistics, Communication studies
- Page Range:145-154
- No. of Pages:10
- Keywords:board games; linguistic creativity; wordplay; neologisms
- Summary/Abstract:This article describes the names of board and card games that were used in order to attract new players. Among the signs of linguistic creativity are neologisms (such as lexical blends); using graphic devices; retrieving the literal meaning of the idiomatic phrases; replacement innovations (phraseological, for example); using intertextuality.
Strategie komunikacji w nazwach i opisach podcastów popkulturowych
Strategie komunikacji w nazwach i opisach podcastów popkulturowych
(Communication strategies in the names and descriptions of pop culture podcasts)
- Author(s):Marianna Różalska
- Language:Polish
- Subject(s):Language and Literature Studies, Media studies, Communication studies
- Page Range:155-172
- No. of Pages:18
- Keywords:communication strategies; podcast; pop culture
- Summary/Abstract:The aim of the article is to identify communication strategies in podcast marketing communication - a new form of distribution of promotional, informational and educational content. Taking the perspective of a constructivist communication theory, 116 podcasts excerpted from Spotify were analyzed. The author explored only the names and descriptions of podcasts from three categories: music, games, and arts and entertainment, as representing the subject of pop culture. Then, a qualitative description of the five most commonly used communication strategies was made: creating an authority, pointing to distinguishing features, relational-based, humor and irony, imitation of the recipient's language. Mechanisms, concepts and other communication measures that create strategies were taken into account. Research results show a tendency towards narrativity, community and building relationships. They indicate the specificity of the communication mechanisms used in the podcast sector. This content, easy to receive and attracting more and more enthusiasts, has enormous marketing potential. However, it is to a small extent oriented towards persuasiveness.
Kreatywne wykorzystanie słowa i obrazu w strategiach marketingowych (na przykładzie real-time marketingu)
Kreatywne wykorzystanie słowa i obrazu w strategiach marketingowych (na przykładzie real-time marketingu)
(Creative use of word and image in marketing strategies (on the example of real-time marketing))
- Author(s):Beata Kacperska
- Language:Polish
- Subject(s):Language and Literature Studies, Media studies, Communication studies
- Page Range:175-194
- No. of Pages:20
- Keywords:linguistic creativity; marketing communication; real-time marketing; content marketing; verbal-visual message; sport
- Summary/Abstract:The creators of marketing campaigns use various tools to effectively reach the awareness of potential consumers. The basic means in marketing communication are a word and an image and their effectiveness is often determined by an accurate and creative combination of both types of content — verbal and visual. This is evidenced by real-time marketing, a marketing strategy in which the image draw attention of the recipients and the text completes the entire presented message. The aim of the article is to show the ways of using current events and situations thematically related to Polish sport, including the significant successes of Polish representatives, to promote their own brand and build its positive image. The result of analyses of the collected empirical material is an indication of the constitutive features of verbal-visual messages created as part of real-time marketing: the complementarity of the meanings of a word and an image, the use of a spatial syntagma (most often in the top — bottom relationship), the use of reference and ambiguity.
Real-time marketing w strategii reklamowej włoskiej firmy Barilla
Real-time marketing w strategii reklamowej włoskiej firmy Barilla
(Real-time Marketing in Marketing Strategy of Barilla)
- Author(s):Magdalena Księcikowska
- Language:Polish
- Subject(s):Language and Literature Studies, Media studies, Communication studies
- Page Range:195-212
- No. of Pages:18
- Keywords:real-time marketing; advertisement; advertising strategy; social media; Barilla
- Summary/Abstract:The article discusses the country-of-origin marketing strategy of an Italian food company Barilla in the field of using real-time marketing in its social media advertising campaigns. The paper presents the main purpose and principal functions of this marketing tool and provides the analysis of visual and verbal aspects of the posts published in the company's social media pages (including the form, subject matter and linguistic aspects of the slogans contained in the promotional graphics).
Wpływ pandemii koronawirusa na komunikację reklamową marek w przestrzeni outdoorowej. Real-time marketing w praktyce
Wpływ pandemii koronawirusa na komunikację reklamową marek w przestrzeni outdoorowej. Real-time marketing w praktyce
(The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice)
- Author(s):Anna Rakoczy
- Language:Polish
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:213-226
- No. of Pages:14
- Keywords:coronavirus; COVID-19; pandemic; start-up; real-time marketing
- Summary/Abstract:The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertising messages. Many brands resigned from the campaigns conducted so far and decided to apply solutions typical of real-time marketing, which in practice meant adapting in terms of persuasion and language to the circumstances of the ongoing pandemic in order to establish the expected agreement with preferred recipients and influence their purchasing decisions or to elicit a different kind of involvement. The aim of the article is to analyze - both graphically and linguistically - the observed impact of the coronavirus pandemic on the advertising communication of selected brands based on their advertising creations. In order to standardize and narrow down the material being the subject of the analysis, only those advertisements that appeared in the outdoor space (both single and part of more complex campaigns) were included in the research body. The leitmotif of the text is the thesis that public space, in the era of new restrictions imposed on society, including mobility, has become a special place where the outdoor message gained importance and had a chance to make an exceptionally strong impression on the recipients.
Digital storytelling – narracje marek w mediach społecznościowych (analiza na przykładzie marki "Vianek")
Digital storytelling – narracje marek w mediach społecznościowych (analiza na przykładzie marki "Vianek")
(Digital storytelling - brand narratives in social media (analysis based on the example of the "Vianek" brand))
- Author(s):Marta Chorna
- Language:Polish
- Subject(s):Social Sciences, Language and Literature Studies, Media studies
- Page Range:229-242
- No. of Pages:14
- Keywords:narration; marketing; storytelling; digital storytelling; advertising
- Summary/Abstract:The article is an attempt to introduce the concept of digital storytelling, which brands are increasingly using in social media. I analyzed the messages of the Polish natural cosmetics company Vianek. The aim of the study is to show how brands use narrative marketing and how to build their narrative around ecology. This analysis concerns posts and stories posted on the Instagram platform and reflect the main topic, which is digital storytelling.
Monomit–uniwersalna struktura narracji w budowaniu wizerunku marki
Monomit–uniwersalna struktura narracji w budowaniu wizerunku marki
(Monomyth -a universal narrative structure in building a brand image)
- Author(s):Krystyna Gielarek-Gorczyca
- Language:Polish
- Subject(s):Language and Literature Studies, Media studies, Communication studies
- Page Range:243-262
- No. of Pages:20
- Keywords:monomyth; myth; branding; storytelling
- Summary/Abstract:Building a brand image is a very popular aspect in theory and practice of marketing. The progressive technicization of the society and the multitude of information that reaches the consumers make them feel confused. To make it easier for them to find themselves in the world of promises and persuasions, creative advertisers reach for non-intrusive methods of familiarizing the recipient with the brand. These undoubtedly include storytelling, which constitutes an interesting alternative to imperative traditional forms of advertising communication. The growing popularity of narrative marketing (because this is what storytelling comes down to) is the effect of searching for new manners of reaching a recipient who is tired of explicitly touting messages. Narrative marketing draws themes for its stories from various sources, including Jung's theory of archetypes based on which the concept of a monomyth (that is universal journey of a hero recreated in every mythological story and presently also in popular culture and marketing communication) was created. In the article, I analyze the meaning of myths in contemporary culture -I discuss various research orientations which focus on myths.
Storytelling jako narzędzie kreowania wizerunku marki
Storytelling jako narzędzie kreowania wizerunku marki
(Storytelling as a tool for creating a brand image)
- Author(s):Anna Głowacz
- Language:Polish
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:263-277
- No. of Pages:15
- Keywords:storytelling; brand; brand image; archetypes; DocMorris
- Summary/Abstract:The article presents the essence of storytelling and the possibilities of using it in creating a brand image. The article consists of three elements. The first part of the article presents the concept of a brand and its image, as well as the principles and stages of creating a brand image. The second part explains the essence of storytelling and the types of tools used in storytelling. Archetypes are presented, which are an important element in creating a brand image. The last part of the work presents the creation of a brand image using storytelling on the example of the DocMorris Christmas campaign.
