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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 objective of this project was to evaluate and measure the viewability of various kinds of ads in the daily press. A total of 63 ads was assessed, including 17 in Metrocafe, 28 in Gazeta Wyborcza, and 18 in the Super Express. The analysis of the data made it possible to assess the effectiveness of various formats of press advertising.
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Abstract

The essence of advertising lies very often in unusual and surprising juxtapositions of apparently incongruous elements, which nevertheless successfully combine in producing a coherent and understandable message. A vital role is performed by a skillfully engineered context, which allows for simultaneous activation of certain otherwise inconspicuous senses and the construction of novel and attractive connections. Such theoretical proposals as Lemke’s traversals (2001; 2005), Fauconnier and Turner’s Conceptual Blending Theory (1998; 2002) and Kecskes’s Dynamic Model of Meaning (2008) seem to describe many vital aspects of the phenomenon in question. It is in advertising that we often come across the linking of elements by transgressing naturally existing borders between domains which are unrelated, and we are invited to map onto one another different mental spaces on the basis of their salient analogy or identity, and indulge in creative riddle-like exploration of contextual elements in order to reconstruct the intended message. These techniques’ true power lies in their ability to blur the distinction between ‘the real’ and ‘the imagined’ to such an extent that certain irrational but attractive connections, implanted in the minds of the audience, contribute to subsequent decisions in the real world. The present study attempts to uncover the ways in which certain unrelated elements are skillfully brought together in a context which allows for such a juxtaposition in selected Polish TV advertisements for various medicine and health-related products. The method employed is an in-depth content analysis of the material, followed by an attempt to integrate the identified mechanisms with the models of meaning-making mentioned above. The results will hopefully help in better understanding of the ways in which particular components of the context may interact with the message expressed verbally or pictorially in the construction of multilevel meanings in advertising communication.
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