TY - JOUR
TI - Żywiec pasuje jak nalał… About a persuasive idiomatic and word-formative expressions in advertising texts
AU - Rogowska-Cybulska, Ewa
TI - Żywiec pasuje jak nalał… About a persuasive idiomatic and word-formative expressions in advertising texts
AB - 
	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.
VL - 2017
IS - Issue 1 (2) 2017
PY - 2017
SN - 2451-1986
C1 - 2544-2554
SP - 131
EP - 148
DO - 10.4467/25442554.MBK.17.009.7656
UR - https://ejournals.eu/en/journal/media-biznes-kultura/article/zywiec-pasuje-jak-nalal-o-perswazyjnych-srodkach-slowotworczo-frazeologicznych-w-tekstach-reklam
KW - advertisement
KW - persuasion
KW - word formation
KW - phraseology