Przeglądanie według Temat "advertisement"

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Advertising Slogans in Translation: A Functionalist Approach Corpus-Based Study
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2018) Górski, Tomasz P.
The aim of the paper is an attempt to present and to analyse advertising slogans from the point of view of functionalist approach as developed by its leading propagator Christiane Nord, though the ideas of Katharina Reiss and Hans Vermeer are also important points of reference. It discusses 75 advertising slogans, sets them against the background of product localisation, focuses on cultural, ethical, linguistic and formal issues of the slogans to finally sort them according to the methods of translation developed by Peter Newmark, namely transference, literal translation, and non-literal translation (adaptation). The English language version of the slogan is contrasted here with the Polish one and, in a few cases, with French and German. A qualitative analysis of the material shows the slogan translators’ consistency with the assumptions of functional approach and cultural specificity of the target receivers.
Gwara śląska jako wartościujący determinant reklamowy
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2019) Łuc, Izabela
The article descibes the stategies of introducing lingustic units derived from the Silesian dialect into advertising texts. The mechanism and contextual funtions of exploiting dialect lexemes in commercial text (in the evaluative form) were described by the use of pragmalinguistic analysis and the theory of semantic fields (with appropriate methodological solutions).
„Wirtualny doradca zdrowotny”, suplement diety, reklama i odbiorca – czyli język portali promujących zdrowie w Internecie
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2019) Błachowicz, Ewa
The paper focuses on the language of the health promoting web portals, including the language of advertisements related to the health promoting products which are placed on selected web portals. The communication-related aspect of the discussion, that is the perspective of the virtual health advisor and receiver organise the discussion. The analysis is conducted according to the paradigm of the popular science apparatus with limited amount of specialist terminology, which makes it understandable for any reader.