O języku wartościującym współczesnej reklamy rosyjskiej. Na materiale tekstów reklamy wyrobów kosmetycznych

Andrzej Sitarski

Poznań

Abstrakt

Lexicology may be one of the most impotant measures of linguistic analysis of advertising.
On the basis of the analysis of texts of modern Russian cosmetic products adertising, the author
conludes that the language od advertising antails two separable domains of vocabulary valuating
and neutral. A proper choice of lexical units which have the arbitrary, adjuditing connotations
(rational and emotional) nay have the maximum effect on a potential buyer of an advertised
cosmetics product.
In needs emphasising that the axiological vocabulary in the advertisements texts propagates a
certain lifestyle, while the reality created through the language of advertising is definitely beatiful,
rich, benevolent and uncomolicated.

Słowa kluczowe:

modern Russian advertising;linguistic;adjudicating language;linguistic analysis