Perswazyjne walory derywatów transpozycyjnych w tekstach reklam

Ewa Rogowska-Cybulska

Uniwersytet Gdański

Abstrakt

The article presents persuasive qualities of using transpositional word forming derivatives in text advertising. They are divided into persuasive values, which result from references of these derivates to a paradigmatic context and consequently become apparent already when single word forming derivatives of this type appear in the text, and values that result from references of these derivatives to a syntagmatic context, which requires the use of a larger number of words in the text. The paradigmatic context described here are derivatives belonging to specified word forming categories and types. For instance, the use of nouns to name abstract features serves the enhancement of positive qualities of advertised products (e.g. Perfecta. Łączy nas piękno [Perfecta. We share the beauty]), abstract names of processes and states suggest reliability and durability of the effects of advertised products (e.g. Hines / Zaufanie budowane latami [Hines / Trust built for years]) or their immediate effectiveness (e.g. Wsparcie już na starcie – Multilac [Support at a start – Multilac]). Moreover, thanks to adjectival adverbs advertised products become identified, among other things, with the effects of their use (e.g. Arla Apetina – szybko, łatwo, apetycznie [Arla Apetina – quickly, easily, deliciously]), or hyperbolization of values described by a specific adjective (e.g. Tu jest niewiarygodnie tanio! – Kaufland [Here prices are incredibly low – Kaufland]). A persuasively profitable syntagmatic context of transpositional derivatives is accumulation of a larger number of such derivatives in the text or their comparison to their root words. The effect of the first one is multiplication of their persuasive values whereas the second one may evoke the suggestion of some diversification of the offer, make it credible, enhance the advertised value, or introduce idioms, which are regarded as attractive persuasive devices, to the text.