@article{Majnusz-Stadnik_2022, title={The function of phrasem substitution in press advertising}, volume={24}, url={https://czasopisma.uwm.edu.pl/index.php/pj/article/view/7914}, DOI={10.31648/pj.7914}, abstractNote={<p>Substitution is a method of formal phraseme modification, which is one of the most<br />favourite linguistic means in press advertising due to its communication value and<br />expressive character. Its popularity can be explained by, inter alia, inexhaustible<br />possibilities of expressive word games at various levels of difficulty in reception.<br />The aim of this paper is not only to present substitution as a method of formal modification<br />of a phraseme engendering semantic effects, but above all to discuss its function in press<br />advertising. Thanks to its creativity, substitution draws the recipient’s attention, facilitates reading and improves coherence of the text of a press advertisement. Thanks to referring<br />to known fixed wording, it is possible to evoke in the recipient positive emotions in relation<br />to the advertised product, and thus its appreciation takes place. Thanks to the popularity<br />of well-known wording, the effort related to memorization is reduced, which leads to better<br />consolidation and strengthens the message of the advertising text in the recipient’s<br />memory. Moreover, by using modified phrasemes in appropriate advertising contexts,<br />various semantic effects are caused, arising because of the metaphorical nature of phrases,<br />in particular idioms. In addition, thanks to substitution, additional information can be<br />included in the text of the advertisement in a condensed form, especially in the wording<br />where, despite the change in the formal structure, the denotative meaning of well-known<br />fixed wording is still noticeable. The paper is based on a corpus of 500 advertisements<br />in which phraseme substitution comprises 146 examples.</p>}, number={3}, journal={Prace Językoznawcze}, author={Majnusz-Stadnik, Mariola}, year={2022}, month={Sep.}, pages={73–84} }