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Abstract

The article contains an analysis of the word formation of proper names which are used in the texts of advertisements. The analyzed examples are drawn from the texts of advertisements found on television, radio, press, the Internet etc. which were produced at the end of 20th century and the beginning of 21st century. The article analyses two categories of these proper names: word formations which are used in contemporary Polish language (f.e. Robuś, Marysia, Stefcia, Kasia, Jasio, Krzyś, Rozalka, Basia, Bartuś, Sabinka, Julka, Karinka, Tomek, Adaś, Goździkowa) and neologisms f.e. Zapobiegalska, Zarażalski, Kichalska, Krzywonogi, Przyklapiusz, Musztarderowie, TurboDymoMan, SuperEs, Zozolka, Łazienkowo). The analysis conducted in the article proves that both types of proper names, which are word formation derivatives, appear relatively often in the texts of advertisements. This is the case since they are easy to form (advertisements take the majority of them from usage) and can perform many functions, which advertisements willingly use for their own needs. Proper names that are word formation derivatives and just proper names serve mainly as an assessment as they connote the values appreciated both culturally and socially and the values attributed to proper names are carried on the advertised products. Proper names which are derivatives create a desired picture of advertised products more expressively than other proper names, thanks to their clear word formation structure. Moreover, they expose their commercial assets so they fully use and at the same time cocreate the system of values of consumption culture.
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Abstract

The article is devoted to personal nouns with suffi x -ant in Polish and Belarusian. The lexical and semantic analysis of the studied group of words showed that in both languages they belong to the literary variety of language, however, numerous nouns represent rare vocabulary, sometimes characterized stylistically. The overwhelming majority of names defi nes the names of active contractors of activities, less often – passive contractors, and least frequently – names of owners. In addition, the nomina masculina with suffi x -ant belong to the attributive names, defi ning people on the basis of their character traits, tendencies, and often vices. The s tudied lexis include archaic or colloquial derivatives. Among the specialist words, there were examples representing such fi elds as law and judiciary, economics and trade, religion and art, education and science.
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