Nazwy własne w ponowoczesnych tekstach reklamowych
Izabela Łuc
Uniwersytet Śląski w Katowicach
Abstrakt
The article discusses the problem of place, role, meaning and functions of
proper names in post-modern advertising texts. The description and analysis
proposed herein concern anthroponyms and geonyms. The presentation of the material for analysis, taken from the mass media in the years from
2010–2013, was divided into three thematic groups: 1) authentic anthroponyms
in the advertising text; 2) non-authentic anthroponyms (artificial names invented
by copywriters) as a persuasive advertising component; 3) geonyms in the
consumerist communications space. The issues discussed have been divided into
problem categories in order to present the material for analysis more clearly, and
to highlight the complexity of this process. The problematic aspects have been
described within the context of post-modern changes in the identity of language
and communication.
Słowa kluczowe:
nazwy własne, postmodernizm, ponowoczesność, teksty reklamowe
