@article{6b155c4d-54e0-405d-8cd1-06a065d0c8d9,
author = {Ewa Rogowska-Cybulska},
title = {Żywiec pasuje jak nalał… About a persuasive idiomatic and word-formative expressions in advertising texts},
journal = {Media Business Culture},
volume = {2017},
number = {Issue 1 (2) 2017},
year = {2017},
issn = {2451-1986},
pages = {131-148},keywords = {advertisement; persuasion; word formation; phraseology},
abstract = {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.},
doi = {10.4467/25442554.MBK.17.009.7656},
url = {https://ejournals.eu/en/journal/media-biznes-kultura/article/zywiec-pasuje-jak-nalal-o-perswazyjnych-srodkach-slowotworczo-frazeologicznych-w-tekstach-reklam}
}