Edited By Jacek Witkos and Sylwester Jaworski
Nationality in Polish and Russian Advertising Slogans
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Contemporary advertising is considered to be a supranational phenomenon. It is not only due to the origin and historical development of advertising, but also to its scope. Talking about the international range of advertising I mean two aspects: (a) many companies are either international corporations operating on the territory of many countries or their capital comes from more than one country, (b) even if a company is associated with one country, its products are often available on the markets of many other countries. These two aspects are reflected in advertising campaigns both in the visual and in the language aspects. It is usually achieved by indicating the nationality of the broadcaster (producer) or recipient, or by defining the country of origin of the advertised product. Naturally, the latter is very often related to the nationality of the producer.
In this contribution, I would like to draw the reader’s attention to the linguistic strategies of showing nationality in one of the most distinguished elements of advertising, namely the advertising slogan. I understand the notion of the advertising slogan as a short, concise verbal formula that can function independently of other elements of an advertisement, conveying some minimal information about the advertised product, the advertiser (broadcaster) or the potential customer (recipient), referring mainly to emotions, whose form and meaning are subordinate to the main purpose, that is the persuasive function (cf. Kamińska-Szmaj 1996; Kochan 2002; Morozova 2003)...
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