Składnik emotywny w reklamach samochodów

Abstract

The article deals with the modes of indicating the emotional component in Polish advertising discourse, but only in its part referring to cars. The author distinguished between the direct and indirect (metaphorical) way of marking emotionality in the analysed text material. The direct mode of indicating emotions in the advertising discourse is related with the two modelling profiles: 1. A car as an object of reader’s passions and fascination. 2. A car as the factor which causes reader’s positive emotions and mental states. On the other hand the metaphorical mode of marking emotionality in the advertising discourse is based in the author’s opinion on the different emotional culture connotations of the source domain in metaphorical schemata with CAR as the target domain. In the article three metaphors of that kind were described, i.e. A CAR IS A WINNER (THE LEADER), A CAR IS A WORK OF ART, A CAR IS A WOMAN. A unique complex of emotional culture connotations of its source domain motivates each of these metaphors.