Obraz samochodu jako kobiety w prasowych tekstach reklamowych

Abstract

The article presents the functioning of the metaphor „Car is a woman” in Polish press advertising texts and its persuasive efficiency. The author shows three semantic profiles of the notion „woman” which can be observed in car advertising texts: „woman as the visual beauty”; „woman as the spititualand emotional beauty” and „woman as a mother or wife”. Each of these profiles highlights the different aspects of womanhood. That's why in the author's opinion the basic metaphor may be conceptualized in three different - but connected - ways. Each of the basic metaphor profiles has its strong persuasive power which results from their stereotypic character. In contemporary Polish press texts advertising cars one can observe the domination of the profile „Car is a vissually beautiful woman”.