Żubr ciekawy z natury ...? - charakterystyka cyklu reklam (na wybranych przykładach)

Abstract

The text is devoted to the advertising texts of the beer Bison. Selected examples of advertising spots have been analyzed in terms of consistently applied witty game of ambiguity. The linguistic analvsis was supplemented with elements of desciiption forming part of the so-called. nonlinguistic context, i.e. the characteristics of the (uniform) theme of the cycle and its characters, the complex semiotic behavior (use of cultural patterns, traditions, stereoqpes, social symbolism persisted in the minds of some) and the presentanon of characteristics of the cornmunication situation.