Żywiec pasuje jak nalał… About a persuasive idiomatic and word-formative expressions in advertising texts
The article concerns persuasive idiomatic and word-formative expressions which appear in advertising texts, in which they support each other. The author describes twelve types of such persuasive idiomatic and word-formative expressions, starting with the use of a word-formative construction of an idiomatic expression e.g. Główka pracuje, żel jej smakuje [Biovital], through a change of a component of an idiomatic expression into its formative derivation e.g. Nie daj się zrobić w konika. [...] Startuj po starterek [Heyah], finishing with making a component of an idiomatic expression a constituent of a formative family e.g. biovital zdrowie z żeńszeniem / W zdrowym ciele, zdrowy duch.
