Komercyjna waloryzacja gwary śląskiej w reklamowej narracji

Abstract

Taking into account that a dialect is a certain type of stylistic-communicative, semantic-cultural and functional category the aims of this article constitute: 1) an attempt to settle the matter of commercial valorization of dialect and its meaning towards the culture, language and communication, and 2) an illustration of the selected advertisement mechanisms connected with the ways of introducing a code, specific to the dialect and emphasizing the value of the product. The advertisements in which the textual valorization of dialect indicators is revealed, supported by structural indicators (dialogues, the presence of the narrator/narrators, the composition of utterances which include expressively marked text operators – modulants and lexical collocations subjected to the persuasive procedures) were described by the exploitation of pragmalinguistic and cognitive (theory of meaning fields) research conceptions with their methodological solutions.