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tendstowardsstructuralsimplicityandtextreduction(Wojtaszek,2014),
notonlybecauseoftimeandspaceconstraintsimposedbytheadvertising
media,butalsoinordertocondensemeaningsand,thus,facilitatemessage
processingbytheaudience(Stwora,2017),for“succinctness,adefining
characteristicofthediscourseofadvertising,impliesspecificsocio-
cognitiveandcommunicativemechanisms”(Bruthiaux,2000).Hence,an
advertisingmessagecannotbeexcessivelywordy,fortheshorteritis,the
easieritwillbefortherecipienttocomprehendandremember(Dyer,1982;
Bralczyk,2000).Apartfromtheuseofcontractedforms,meaning-laden
wordsandphrases,aswellasshorterstructures,syntacticellipsisisalso
present(Myers,1994),sinceellipticalconstructionsallowfortheomission
ofwordsfromclausesandthusforbrevitywithoutanydamagetothead’s
comprehensibility.
Anothersalientfeatureofthelanguageofadvertisingmaybeobserved
withregardtotheuseofdirectandimperativeforms(Dyer,1982;Wojtaszek,
2014),whicharestronglyaddressee-oriented,urgingtheaudiencetoactor
thinkinagivenway.“Theprospectivecustomeriscontinuallyexhorted:
<BuyX,’<DiscoverY,’<Findoutaboutł’[ł],<Tryittoday’[ł]”(Dyer,
1982,p.114),whichobviouslyservesstrictlypersuasivegoals.Exceptfor
imperativestructures,interrogativesandexclamationsarealsopartand
parcelofadvertisinglanguage(Myers,1994),astheyaimatengagingthe
audienceandinducingemotions.Infact,almostallwordsmaypotentially
beinvestedwithemotions,whichleadstothecreationofattitudesby
bringingassociationstotheperceiver’smindandstimulatingitwithcon-
textuallyandfunctionallyadequatelanguageitemsthatconstitutevehicles
formeaningsandfeelingsalike.Theoccurrenceofthesuperlativeand
hyperbole(Bralczyk,2000)cancommunicateemotionstoo,sincetheyare
usedtoexpressdiferentdegreesofqualityandamplifyselectedfeaturesof
theproduct.
Manyattention-gettingdevicescanbeidentifiedwithregardtothe
semanticlevelofthelanguageofadvertising,foritisrifewithmetaphors,
metonymies,wordplays,andotherfiguresusedtoexpressdiferentshades
ofmeaning,ambiguity,andfigurativeness(cf.Lazović,2014).Itisanaxiom
thatanadmustembeditselfintheconsumers’memoryandthat,forthis
purpose,itresortstoinventiveandfreshmeansofpresentingitscontent.
Metaphorisperhapsoneofthemostprevalentfiguresofspeechtobe
identifiedhere,foritprovidesthewidestvarietyofconceptualembroidery
available.Asubstantialbodyofresearchhasaccumulatedwithregardto
metaphorconceivedasalinguisticdeviceemployedinadvertisingdiscourse
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