"Nie jest już więcej dozwolonem posiadać czerwoną cerę!" - językowe sposoby wpływania na emocje odbiorcy w polskiej reklamie prasowej XX-lecia międzywojennego

Abstract

In her article the author anaIyses linguistic measures, by which the persuasive mechanism of emotionalizing the reception was activated in the Polish press advertisements of the interwar period. Particular attention was paid to the level of lexicaI choices (vocabulary evaIuating the product, problem and user) in order to show how old advertisements influenced emotions of receivers, persuading them to purchase / use the advertised product or service. AdditionaIly, the grammaticaI level of selected advertisements was analysed in order to prove that the use of a particular type of syntactic structure (from complex sentence to non-verbaI clauses) could be used to emotionaIize the reception.